Tuesday, December 7, 2010

Why So Many Agencies Are Storming Road to Sao Paulo

By Laurel Wentz, AdAge.

RIO DE JANEIRO (AdAge.com) -- Move over, China. Ad agencies are flocking to Brazil, lured by a huge market that the global recession largely bypassed, newly affluent consumers eager to shop and the promise of major deals when Brazil hosts both the 2014 World Cup and the 2016 Olympics.

Wieden & Kennedy opened in Sao Paulo on Dec. 1, Arnold has picked a Brazilian shop to buy, and Dentsu is looking.

And in one intriguing play to cash in on the coming sports-marketing bonanza, WPP Group is starting a sports-marketing consultancy with soccer legend Ronaldo, who will be CEO of 9ine, named after his shirt number.

"Ronaldo will open doors, win business, participate in presentations, and influence strategic planning," said Sergio Amado, president of Ogilvy Group in Brazil, who will help oversee 9ine and usher clients of parent WPP Group into the venture.

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