Landor is heading south this winter. The branding agency under the Young & Rubicam Group network within WPP is opening a new office in Sao Paulo, Brazil to "enhance" the firm's presence in Latin America.
This office is Landor’s 27th, joining Mexico City in representing the Latin American region.
"We believe it is important to have an on-the-ground presence in Brazil to extend our partnership with current clients and build new relationships," says Allen Adamson, chairman, North America. "Brazil has always been in Landor´s priorities, and we actually have worked over the last 10 years for major Brazilian companies like Bradesco Bank, Embraer, Varig or the industrial group Gerdau from our offices in the US. Now Brazilian companies are requiring more localized knowledge, service and expertise, that´s why we finally decided to increase our focus in this market by opening a local office."
Agency executives say it was an easy decision to locate in São Paulo over Rio de Janeiro. "São Paulo is considered the 'financial capital of Brazil' and to some, extent of Latin America," says Adamson. "It is the location for the headquarters of most major corporations, the country's most renowned banks and financial institutions, the São Paulo Stock Exchange and some multinational corporations are basing their regional Latin-American headquarters in this city, too."
Fernando Leira, who has more than 15 years of experience in the industry, will head Landor’s Sao Paulo office as the General Manager, developing business across Brazil. Most recently, Leira was regional brand director for Johnnie Walker in Latin America and the Caribbean and has worked with clients including McDonald’s, Coca-Cola, Samsung, Visa and Procter & Gamble.
“Brazil is a country that embraces new branding opportunities,” said Liera. “Landor is the perfect fit for developing innovative work in this region. I look forward to putting Landor’s global branding capabilities at the service of Brazil’s leading brands.”
The agency will launch with a small team of creative and strategic staffers and expand based on need. Landor has offices in 21 countries, working with brands including Barclays, Bayer, BMW, BP, Diageo, FedEx, GE, Intuit, Kraft Foods, MillerCoors, Procter & Gamble, Samsung and Taj Group.