Monthly Archives

February 2016

Rio de Janeiro marketing agency

Sherlock partners with international sports marketing agency, RedTorch

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As you may have read in the press, we’re very happy to announce that international sports marketing agency RedTorch has partnered with Sherlock to assist sports organisations in the delivery of global and local communications strategies relating to the 2016 Games in Brazil.

RedTorch is highly experienced in delivering campaigns that engage and influence niche sports audiences worldwide and will combine its knowledge of international sport with Sherlock’s insight into the Brazilian market and our strong local connections.

“Our partnership with marketing agency Sherlock allows us to offer our clients and other brands the opportunity to create and activate communications campaigns in Brazil (and worldwide) in the lead up to, during, and after the Rio 2016 Olympic Games,” says Jonny Murch, Managing Director of RedTorch.

“We’re confident that with our understanding of and connections across international sport, combined with Sherlock’s knowledge of the local Brazilian market, we can provide creative and effective communications support.”

To learn how to activate your brand for the Games in 2016, please contact Jonny Murch or Alasdair Townsend.


If you would like to learn more about our PR Agency in Brazil and Latin America and find out how Sherlock Communications can help you meet your objectives, do drop us a line at

Social Meia Study Kantar

What is the typical Brazilian social media diet?

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Kantar IBOPE Media recently released a revealing infographic showing a ‘panoramic overview’ of the typical Brazilian’s social media consumption habits in 2015, based on the Target Group Index, polling 20,000 Brazilians.

For the benefit of any international PR or marketing professionals who don’t speak Portuguese, we’ve pulled out some of the headline findings below:

Paid TV and simultaneous browsing on the rise

37% of Brazilians watch TV and browser the internet at the same time, watching TV for an average of four and half hours.

The most popular Brazilian TV content is news programmes, films and novellas. 61% of Brazilians say that television advertising is interesting and stimulates conversation.

There has been a 77% increase in paid TV customers since 2010 and consumers, across all TV, show a slight female bias.

Radio still exceptionally a powerful social media

44% of Brazilians listen to radio every single day and it is the principal form of entertainment for 27% of people who live in the populated urban areas in the South and South East.

21% of listeners are between 25 to 34. 42% are class B. The most popular content is music (88%), local news (49%) and, inevitably, traffic updates (35%)

Brazilians spend approximately 3.33 hours online per day. There are fractionally more female “internauts” (53%) than male while 51% come from class B demographic.

Two thirds access the net via smart phones

64% access the net via smart or feature phones, 48% via note books and  45% by desktop.

The most popular online activities for Brazilians are exchanging instant messages (84%), social media (82%) and email (62%).

Local news most popular in newspapers and magazines

A fractionally higher proportion of women read magazines than men while the reverse is true of newspapers.

Only 40% of Brazilians agree that newspapers keep them accurately informed.

The most popular content in Brazilian newspapers is regional or local news (82%), first page stories (72%), national news (70%), international news (47%), sport (46%).

For magazines, it is Brazilian events or news (53%, international events or news (44%), health and lifestyle (40%), celebrity (34%), politics (29%).

Infographic Estudo da Kantar IBOPE Social Media

Estudo da Kantar IBOPE Media


If you would like to learn more about our PR Agency and social media in Brazil and find out how Sherlock Communications can help you meet your objectives, do drop us a line at

International PR and Marketing

The “optimal” exchange rate – cost effective v. effective?

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Valor Econômico recently reported the conclusions of a new marketing study by economists André Nassif, Carmen Feijó and Eliane Araújo, which argues that after at least ten years of strong appreciation, the Brazilian real’s nominal exchange rate with the dollar achieved “optimal” level in the first half of January ($4.02 to USD$1).

Optimal level in this case being defined as one that accelerates economic growth by reallocating funds efficiently to the most productive sectors.

The premise of the study is that, while extended periods of overvaluation diminish economic development, a small devaluation actually provides short-term stimulus. During a transition processes when the economy is extremely weakened, a devalued currency can create recovery opportunities but competitiveness is only reached through efficiency gains.

To my mind, while the idea that currency valuations can provide a corrective balance is appealing, this last qualifier on efficiency gains points to a more complicated truth in Brazil. Between 1990-2012 Labour Productivity accounted for 91% of growth in China, in Brazil the figure was just 40%. Put simply, efficiency has long been a challenge here.

But what does all this mean for international PR and marketing professionals?

Will the Brazil PR and marketing sector be subject the stimulation and productivity gains posited by the study?

Theoretically, the exchange rate means investing in Brazilian PR and marketing is more cost effective now than at any time in recent memory. But the simple truth is cost effective is not the same as effective.

While budgets set in dollars, pound or Euros may appear to stretch further with current rates, the priority is still what it always has been – strong strategy, strong service and strong execution. This is not always so easily found.

Unlike their international cousins, a more hierarchical business culture means that too many Brazilian brands and professionals still regard basic PR or editorial practices as either isolated and reactionary tactics. Proactive, issues-based or thought-leadership narrative is rare (though conspicuous when it is seen) and effective integration of channels has its own issues (more on that below).

So will the exchange rate change that? Short answer? Yes and No.

Brazilian agencies, and by extension the broader culture among Brazilian marketing professionals, are in a peculiar position as a result of strange law passed in 1960s. Law No.4.680/65 specifies that the pr agency that creates an ad must also buy the media, that gross media commission must be between 15-20 per cent and that further trade discounts should be paid to the agency and not revealed to the client.

Unsurprisingly, this incentivises larger agencies (Brazilian PR agencies as well as advertising agencies) to sell clients media space, and in house professionals are used to this way of thinking. Quite simply, the more inventory you buy, the more you make. Some Brazilian PR agencies will actually make the bulk of their revenues this way, while more traditional media tactics inevitably get deprioritised. It is hard habit to break, whatever side of the pr agency client divide you sit on.

However, sharp reductions in domestic PR budgets and different demands from international clients means that now, more than ever, senior management is putting pressure on teams to demonstrate return and effectiveness.

In that context, regardless of laws or exchange rates, necessity will always be the mother of invention.

Among younger brands and pr agencies in particular, innovation and more rigorous practice of core skills will surely follow.


If you would like to learn more about our PR Agency in Brazil and find out how Sherlock Communications can help you meet your objectives, do drop us a line at

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