The new Bairro Alto Group holding will consist of 'Lift,' a full-service communications firm focusing on corporate reputation and financial communications, ' Citimédia,' which will focus on IT and media PR, and 'Bago,' an events firm.
The relaunch stems from Da Cunha's desire to better manage Bairro Alto's growing roster of international clients, and to expand the technology and events practices.
'45% of our clients are multinationals and the Lift brand rings much better with the international community than Bairro Alto' (named after an upper class Lisbon neighbourhood), Da Cunha said.
Da Cunha will oversee Lift while Jose Deogo Madeira and Asuncao Castello Branco will manage Citimedia and Bago respectively.
He hopes the fledgling holding's revenues will surpass €1.8 million this year from €1.5 million in 2004. He also expects to increase the firm's headcount to 32 from 28, with most new employees going to Citimedia.
With 35 clients, Bairro Alto is one of Portugal's biggest communications groups. Visa, Microsoft and biggest power utility Energias De Portugal (EDP), are among its clients.