Sherlock São Paulo comes to Rio

By | Charity, Entrepreneurship, International communications, NGO, strategy | No Comments

The Sherlock São Paulo team comes to Rio


Some of the São Paulo team landed in gorgeous Rio de Janeiro recently for a well deserved escape from the winter cold for a weekend of strategic planning and a communications workshop with our good friends and partners at Educate the Favela.

Isa, Amanda and Lucas presenting their ideas to the group


Educate the Favela are a small NGO who hold entrepreneurship classes and mentoring for youths and collaborative art projects in the excluded communities of Complexo do Alemão, Olária and Rocinha in Rio, offering young people alternative pathways to success and empowerment.

Complexo do Alemão


On Saturday the two teams piled into an apartment in Ipanema to collaborate on a new communications strategy for the growing project, discussing how to attract more volunteers, reach new participants, and tell people about the fantastic work they do.

As a business in Brazil, we have an absolute responsibility to put something back into the community, and it is for this reason we like to work with selected partners who we can see delivering tangible benefits to the community around them. We feel that this is one of the best ways we can contribute; by offering our expertise and time to help worthwhile organisations to grow and deliver on their potential to help vulnerable people.

Sherlock team at the Beach


If you would like to help this project, either by making a donation, or as a volunteer, get in touch with them at

Brazil vs Paraguay, Pacaembu Stadium

Sherlock SP Team Supports Brazilian Rugby

By | Brazilian Rugby, PR agencies | No Comments

In keeping with our Anglo-Irish-Brazilian roots, we love rugby here, and are proud supporters of Brazil’s rugby team!

The Sherlock São Paulo team went out last Friday to show our support for the Tupis in their Sul Americana tie against Paraguay at the historic Pacaembu Stadium, where the team ran riot over their local rivals 57-6; a record win and a thrilling display of attacking rugby. Unfortunately, they are already unable to qualify for the next world cup, but the team is steadily improving, and the sport is growing impressively in Brazil, as this article from the Economist last year explains.


Vamos Tupis!

Protests trouble Michel Temer

The Brazil Business and Politics Round-up 26th May 2017

By | Brazilian Business, Brazilian Politics, Brazilian Recession, Business round-up, Michel Temer | No Comments


  • Dominating the headlines over the past few weeks is the ongoing turmoil in Brasília, with president Michel Temer charged with obstruction of justice, corruption and criminal organisation over tapes revealed in which he solicits nearly R$2 million in bribes from the meat giant JBS to buy the silence of disgraced (and imprisoned) former ally Eduardo Cunha, who is threatening to take the government down with him for a reduced sentence. The Brazilian Bar Association has opened an impeachment process against him.
  • While the president refuses to step down where he will face investigation and prosecution, the constitution provides that in the event that he is removed, internal elections made by congress will decide the next president. The political investigations are finally reaching all parts of the political hierarchy, with former presidential candidate Aécio Neves facing extremely serious charges (having been stripped of his seat in the senate), ex-president Lula under ongoing investigation, and ex-mayor of São Paulo Paulo Maluf being sentenced to 7 years imprisonment for money laundering. Against this backdrop, the various factions of the congress are at loggerheads over succession plans, promising long a long period of political uncertainty to come.
  • Against this backdrop, protests demanding Temer’s immediate resignation and fresh, direct elections are gathering pace nationwide, with tens of thousands taking to the streets. Protests are being met with brutal reprisals from the armed forces at Temer’s command in Brasilia. From a media point of view, it is interesting to see that previous cheerleaders for the Temer government, and for Aécio Neves, Globo and Veja have turned harsh critics of the government. Given the huge sway these titles have on national opinion, this suggests that it will soon become difficult for Mr. Temer to continue.


  •  This uncertainty and political bloodletting is having an inevitable impact on Brazil’s business scenario, with the Bovespa falling by 10% at the beginning of this latest round of scandal. While the market later rallied, it is clear that investors no longer have confidence that Temer has the political capital to push through his economic reforms, nor that he will be able to carry on in his post indefinitely.
  • JBS, the meat packing giant in the middle of the latest corruption scandal, has meanwhile lost 46% of its market value since January, dropping a huge 31.4% in its share price on Monday alone.
  • However, in brighter news, the 60,000 jobs created in April was the highest growth since 2014, showing that while Brazil is not yet out of the woods, in the long term, the economy is slowly recovering.
Sunrise in São Paulo

Brazil – a glimpse of the future

By | Brazilian Business, Brazilian Politics, Brazilian Recession, Food for thought, Lava Jato, Michel Temer | No Comments

In our daily trawls of media and opinion at Sherlock, every so often we find something we would like to share. This post, wonderfully written by Carlos Bretos, the Vice President and General Manager of Lexmark Latin America, sums up a huge amount of the feeling in Brazil at the moment on all sides of the political spectrum, and has a refreshingly positive outlook. We present it here with thanks, translated in its entirety:

Hello friends, this post is a little long but it is a personal experience that I believe is worth sharing.

Around 10 days ago I was invited to participate on a panel here in Miami about Brazil’s prognosis, which I immediately accepted because I believe that one of the principal roles of an executive outside their country is to be an ambassador, a realist about the problems of our country but above all valuing the positives of Brazil and the essence of Brazilians.

Anyway, the event happened YESTERDAY, in other words, between the invitation and the event, the ability to make short term prognoses went to zero, also contributing to an excited audience of almost 100 people.

I then ran through what the country is, and what hasn’t changed despite the crisis: one of the 10 largest economies on earth, the second largest producer of food and grain in the world, one of the largest mineral producers on earth, the most sophisticated financial system in the world, a country that hosts 400 of the world’s biggest 500 companies as subsidiaries, the largest middle class in Latin America, etc. etc.

Neither our sense of humour, nor our resilience has changed, described by my friend and writer Eid Salomi as “Brazilience”; our capacity to survive inflation of 90% per month, to wake up with personal and business accounts blocked with R$50 in the account to survive… and we did survive… because Brazil and Brazilians are much bigger than some groups who see everything only in terms of their own personal interests. People enter and leave the scene, but the country remains, through its natural and human riches. My last topic was about what is changing with the crisis and it was when I said, as the Brazilian that I am, that I see Brazil in the role of world leader in the application of justice at all levels, with a federal police and public prosecutor acting autonomously and in all levels to clarify the facts and penalise those who need to be penalised. If on one side the feeling of revulsion at the betrayal of those who should govern for the people, the clamour for justice and popular mobilisation brought to the scenario the support and bulletproofing necessary for this autonomy.

And there, my friends, I heard from the Americans, Europeans and Latin Americans present that all of them were proud of what was happening in Brazil and hopeful that one day, however utopian this might appear, that the same would happen in their countries because the environment of corruption, misuse of public funds and misbehaviour exists in all corners of the world. I share this only to try to reassure and urge each one of you with this post, to keep faith in the country and support operation car-wash unconditionally and that we are all safe, while on the one hand there are uncertainties in front of us, that this moment has every possibility of lifting political  and business institutions to a level of professionalism that we have never had in this country. Have you imagined what would happen if all all of this money cited in the investigations was put to use in social programs and for the improvement of the life of our population?

And that we free ourselves from this mongrel complex that has accompanied us since 1500 and raise our heads, because Brazil is cleaning itself and offering a lesson to the world –  that it is possible to shake off a cursed inheritance! It’s process is painful but it has all the potential to produce a good result, at least for the coming generations.

To my journalist friends, an appeal: that we throw more light and headlines on the good things that we have and the good people that we are. Brazil is a great country!

Time to smile as Sherlock wins iFunny account

By | Brand Strategy, International communications, Market Entry | No Comments

iFunny might be renowned for its humorous memes, but when one of the United States’ most popular entertainment apps sets its sights on Brazil it is no laughing matter.

iFunny was fittingly founded on April Fools Day 2011 by a crack team of international fun-lovers. Having spent the previous 15 years making people in their own country laugh, they decided to turn their attention to the United States where by 2016 the app has been downloaded 50 million times and has 10 million active users. The app, which is funded solely by embedded adverts, is on the move again, this time southwards into Latin America, where Brazil will be the first to have its funny bone tickled.

We’re very happy to say that Sherlock Communications has won the right to represent iFunny during the app’s expansion into South America. And the plan is to help the meme-based app reach a similar level to that achieved in the USA, where iFunny has 10 million active users.

We know exactly how much Brazilians enjoy “zueira” (the unique Brazilian sense of humour) and have every confidence we can help iFunny establish themselves as a significant player in the South American market.

Sherlock will handle iFunny’s strategic messaging efforts, running mass communications campaigns to drive downloads among Brazil’s online community.

Collinson Group hires Sherlock

Collinson Group choses Sherlock to build brand awareness in Brazil

By | Brazilian Business, Collinson Group, International communications, Market Insight, PR agencies, PR Strategy, The Holmes Report | No Comments

As you may have read in The Holmes Report, we’re very happy to announce that London-based Collinson Group has appointed Sherlock to oversee its corporate PR programme in Brazil.

Collinson Group, which specialises in influencing customer behaviour, driving revenues and adding value in loyalty, lifestyle, insurance and assistance, operates out of 26 locations worldwide, servicing over 800 clients in 170 countries.

The group has chosen Sherlock Communications to raise brand awareness of the company as an industry leader in Brazil, and raise understanding of its unique products, services, insights and work in the region.

“Sherlock Communications have an intricate understanding of both the Brazilian market and national, business and trade media, and will be able to help us as we grow our brand in the region,” said Danilo Vasconcelos, Collinson Group’s General Manager, Brazil. “We look forward to working together and benefiting from their knowledge.”

Sherlock will work to share the group’s proprietary insights and deep understanding of consumer behaviour to connect with the media. The focus will be on a robust thought-leadership strategy, utilising global research and including corporate profile campaigns.

Celebrating the cities we love – Claudio Edinger’s stunning perspectives

By | Brazilian Business | No Comments

Aeroporto de Congonhas, São Paulo 2016

A post shared by claudio edinger (@claudioedinger) on

With hundreds of thousands visiting Brazil for the first time for the Olympics, and more than four thousand visitors coming to the first day of SP Arte-Foto 2016 last week, we wanted to take a moment to share some of our favourite photographs of the cities where we live, work and love with our international readers.

Although there are beautiful (often hidden) sights to see on the ground, in both Rio de Janeiro and São Paulo, as frequent flyers between the two, we know that some of our most stunning, both natural and man-made, impressions of these vibrant cities comes from the air.

To our mind, the artist who captures this the best is the photographer Claudio Edinger. Although born in Rio de Janeiro, his family moved to São Paulo before he was two and he has said that in his mind he has often thought his soul was in São Paulo and his heart in Rio – something that certainly rings true for us.

Working with selective focus, his work is both large scale and delicately intimate.

We’ve included links to ten of our favourites below.

São Paulo

Aeroporto de Congonhas, São Paulo 2016

A post shared by claudio edinger (@claudioedinger) on

São Paulo, na manhã de domingo mais linda q eu já vi –2016

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Marginal Pinheiros, SP 2015

A post shared by claudio edinger (@claudioedinger) on

Machina Mundi — SP 2016

A post shared by claudio edinger (@claudioedinger) on

Museu do Ipiranga, SP 2015

A post shared by claudio edinger (@claudioedinger) on

Rio de Janeiro:

Rio de Janeiro, 2016

A post shared by claudio edinger (@claudioedinger) on


RJ 2015

A post shared by claudio edinger (@claudioedinger) on

RJ 2015

A post shared by claudio edinger (@claudioedinger) on

Rio do Céu — Machina Mundi — 2016

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RJ 2015

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Alasdair Townsend & Patrick O'Neill from Brazilian PR agency, Sherlock Communications

A view from the games – PR Week interview

By | PR Strategy, PR Week, Rio 2016 | No Comments

PR Week recently ran this interview on us, asking our perspective on the Olympics from on the ground in Rio de Janeiro. You can read the original article here.

Sherlock’s adopted Brazilians soak up the atmosphere

Alasdair Townsend and Patrick O’Neill, the British pair running Anglo-Brazilian agency Sherlock Communications, have been enjoying swimming and fencing, and trying to ignore the doom-mongering.

Why have you gone to Rio?

Alasdair Townsend (pictured below at fencing competition): We actually have permanent bases in Rio and São Paulo so we have not had to come far. As an agency we specialise in helping international brands break into Brazil, bridging the cultural and commercial gap, and have a number of clients looking to capitalise on the Olympic opportunity.

Alasdair Townsend from Brazilian PR agency Sherlock Communications

Alasdair Townsend from Brazilian PR agency, Sherlock Communications


Given the build up to the Games, were you apprehensive about attending?

Patrick O’Neill: Absolutely not. We know Brazil and Rio de Janeiro and we knew the doom-mongering was exaggerated. There are lots of brands and companies smart enough to see through the negativity and realise it’s still extremely important to have a presence in the world’s sixth largest market.

Does it feel like the Brazilian authorities’ and Games organisers’ PR operation is running smoothly?

AT: After a largely ineffectual build-up, the opening ceremony was a game changer and the tone of coverage since has been largely positive. The main PR challenge now comes from the empty seats at some events, but that has less to do with the Brazilian authorities and more with the strict rules imposed by the IOC.

Which sponsor or other brands are shining through for you?

PO: While we like Samsung’s installations, none of the major sponsors have captured the cultural nuances and engaged audiences in the same way as Google. The stations are full of posters for Google Translate, translating Carioca colloquialisms into English.

What do you think will be your abiding memory of the trip?

PO: Our abiding memories will be being there to witness the incredible achievements of Michael Phelps [Patrick pictured below at pool], and particularly Rafaela Silva, along with the sheer feel-good factor evident among everyone we know.

Patrick O'Neill from Brazilian PR agency Sherlock Communications

Patrick O’Neill from Brazilian PR agency, Sherlock Communications

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