In the first of a regular “Going Global” interview series — where we shine a spotlight on PAN’s trusted international agency partners — we caught up with Sergio Poroger, Director at SPMJ Comunicação in Brazil. Sergio provided his views on the latest media and tech trends in the country and across the LatAm region, and offered expert insight for brands looking to expand into these markets.

Based in São Paulo, SPMJ is a mid-sized corporate communications firm that provides media relations, event management and strategic communications counsel for global and regional brands. Some of its key sectors include healthcare, technology, retail, travel & tourism, among others.

PAN recently collaborated with SPMJ on global programmes for clients including Degreed, Unlimint and Techstars, among others.

What are the biggest media trends you are seeing in Brazil and LatAm at the moment?

Sergio Poroger: Both in Brazil and in Latin American markets, the consumption of digital media is increasing rapidly. Although traditional outlets – major newspapers, magazines, radio and TV news – have enjoyed a spike in popularity and credibility during the Covid-19 crisis. In Brazil, for example, consortia were formed that brought together the main traditional communication groups to issue official pandemic numbers, and also to put a check on viral fake news spread by social networks.

There has been an exponential growth in all forms of digital media, such as vlogs, blogs and podcasts, in addition to traditional social media such as Instagram and YouTube. Videos and podcasts covering technology, health and society are the most popular at the moment, due to current circumstances.

What are the fastest growing technology sectors?

Sergio Poroger: The demand for anti-hacking tools, and alternative financial services, is rising all the time, and fintechs are meeting this need here in Brazil. Fintechs offer alternatives to the financing options offered by traditional banks, making it easier and faster for users. The Brazilian and Latin American e-commerce market is one of the fastest growing in the world, fueled by the explosion in mobile commerce.

Accelerated by Covid-19, investment in edtech has also seen a huge increase. With many people studying at home, online education platforms are seeing exponential growth in users.

What is your advice to international brands looking to grow awareness in Brazil and LatAm?

Sergio Poroger: Companies must comprehend that the cultural, economic and media nuances in each Latin American country vary, and that these particularities can impact PR campaign results. There is no single recipe that works globally, and companies that don’t understand this can end up compromising their reputation. Understanding each market and its differences is essential. Even among Latin countries, there are great differences, and it cannot be treated as a single regional bloc. Each country has its own characteristics and media trends. It is worth mentioning that within LatAm, Brazil, which is the most populous, is the only place where Portuguese is spoken on a daily basis.

“Companies must comprehend that the cultural, economic and media nuances in each Latin American country vary, and that these particularities can impact PR campaign results.There is no single recipe that works globally, and companies that don’t understand this can end up compromising their reputation.”

What’s the biggest misconception brands have about the LatAm market?

Sergio Poroger: The biggest misconception is treating Latin America as a single bloc, and implementing US and European programmes, strategies and ideas without adapting them to the market. Understanding specific cultural nuances and the local communications landscape is key to running successful programmes here.

What do you feel is the biggest advantage of the global partnership model with PAN?

Sergio Poroger: What guarantees the success of a global partnership, such as PAN and SPMJ, is the understanding that there is no single communication solution that can be used globally, without taking into account the peculiarities, culture and idiosyncrasies of each region and, in particular, the characteristics of local media.

Interested in exploring global partnership options? Learn more about our global expertise.