WPP has just expanded its already sizeable presence in Brazil. The holding company’s agency JWT has acquired a majority stake in digital shop Cairos Usabilidade Eireli, which loosely translates to “Try.” Terms weren’t disclosed.
The acquired shop designs and develops custom web, mobile, desktop and touch-enabled applications.
Try’s clients include Itau Bank, Porto Seguro, Electrolux, SKY, Serasa-Experian, Havaianas, Prontmed, and Kate Spade.
Founded in 2003, the company employs 22 people and is based in São Paulo.
WPP said the investment reflects its commitment to what it termed “the dynamic Brazilian market.” Collectively, WPP companies generate revenues of $650 million and employ almost 6,000 people in Brazil, which is WPP's eighth-largest market. In Latin America, WPP generates revenues of over $1.6 billion and employs 20,000 people.
Brazil has been the focus of holding company expansion and M&A activity for several years. Earlier this year Omnicom’s TBWA acquired Brazilian ad shop Mood. And MDC’s Crispin Porter + Bogusky opened its first office in Brazil this year, in Sao Paulo.
Last year Interpublic’s McCann Worldgroup acquired two shops in the country, E/OU and Preview.Publicis Groupe’s ZenithOptimedia has forecast that Brazil will be the fifth-largest contributor to ad-spending growth between 2013 and 2016, adding close to $4 billion for a total of more than $20 billion.