What: WPP’s Hill+Knowlton Strategies has acquired Ideal, a Brazilian public relations, advertising, digital and content firm.
Why it matters: Ideal will now be known as Ideal H+K Strategies, and will integrate 170 professionals in Brazil, more than doubling the size of Hill+Knowlton’s Latin American operation. The deal underlines how important Brazil has become to global Agencies (Only last week Accenture announced the acquisition of Brazilian Digital Agency Ad.Dialeto).
Ideal was created in 2007 by journalists Ricardo Cesar and Eduardo Vieira as a firm uniting corporate communications, advertising, creativity, digital and social media. Known as “the reputation agency,” Ideal counts as clients some of the world’s most sophisticated companies and organizations, including Facebook, GE, Nike, Diageo, Dell, Spotify, AstraZeneca, 3M, Rio2016 and Whirlpool, among others.
Ideal will now be known as Ideal H+K Strategies, and will integrate 170 professionals in Brazil, more than doubling the size of Hill+Knowlton’s Latin American operation. The firm’s managing partners will report to Claudia Gioia, president and CEO of H+K Strategies Latin America.
“Our work to bring Ideal into Hill+Knowlton is the latest in a string of steps throughout H+K Americas this year to strengthen and diversify our offering, following recent MarComms and public affairs additions in the U.S., and creating Group SJR Canada up north,” said Mike Coates, president and CEO of the H+K Americas region. “Ideal’s strengths in digital and content will add to our creative and strategic capabilities in Brazil and across the Latin American region – a region where we expect to see vast growth opportunities in the next couple of years.”
“It is just a perfect combination: Ideal’s local PR, advertising, content and social media know-how with Hill+Knowlton’s global strength and best practices,” says Vieira. “This is a great move because it brings huge benefits to our clients and opportunities to our talent,” says Cesar. “The most creative and complete corporate communications agency in Brazil just became more complete.”
“With the Olympic Games coming to Rio de Janeiro and many other exciting opportunities on the horizon, I’m so pleased to welcome Ideal to the H+K family at this moment,” Gioia said. “Our LatAm region has been experiencing significant growth in recent months — adding the well-respected Ideal brand and its strong professionals is the perfect complement to keep this momentum going.”