Havas Sports & Entertainment (HS&E) is the latest European agency to have partnered with a Brazilian counterpart after signing a deal with Benza Promotions & Events.
HS&E already has an operation in Sao Paulo but the new strategic partnership with the Brazilian experiential marketing agency is deigned to grow the agency's offering in the build up to the 2014 Fifa World Cup in the country.
Managed by founder Marcelo Benzaquem, Benza specialises in strategic consulting and planning, sponsorship activation, brand content, events and promotion and has a strong relationship with the Brazilian branch of Coca-Cola.
- Havas acquires activation specialist Ignition
- Kentaro the latest European agency to buddy-up in Brazil
HS&E has been operating in Brazil for two years, with support from parent company Havas's Brazilian subsidiary Havas Brazil, and has worked with BMW, Entourage, Hyundai, Louis Vuitton, Tetrapak and Wipro in the market.
“This partnership will up-weight the services we deliver to current clients – which includes 11 Olympic sponsors during London 2012 – particularly as global brands and sports organisations prepare their strategies and activations around the World Cup and the Olympic Games in Brazil," said HS&E president Lucien Boyer.
“We are delighted to join HS&E and benefit from the track record, insight, and global perspective of a network that is present in over 20 markets. We look forward to working together closely and offering innovative, integrated solutions to our clients," said Benzaquem.