Stagwell aposta no ‘PR da Crise’ para crescer no Brasil

Stagwell, a communication group, is expanding its presence in Brazil by bringing in Allison, a public relations agency specializing in institutional PR, including crisis management. To lead the operation in Brazil, the group has appointed Ana Laura Sivieri as the head of Allison Brasil. As a former Chief Marketing Officer of Braskem, Ana Laura has managed institutional communication, investor and press relations for the past 15 years.

She acknowledges that crisis management begins before an actual crisis and emphasizes the importance of building a reputation buffer for companies. During her time at Braskem, Ana Laura faced the challenge of controlling executives' anxiety during crises. Daniela Graicar, CEO of PROS, the brand PR agency Stagwell acquired two years ago, reported to Ana Laura and Vinicius Reis, Stagwell's president for Latin America.

Daniela convinced Stagwell of the potential market for Allison in Brazil. Allison will benefit from cross-selling to clients already served by PROS in their digital operations, which focus on social media and influencer work, but lack corporate-focused representation. Ana Laura asserts that the agency's role goes beyond tactics, as it must be directly involved in building long-term reputation for major companies, executive media training, and mapping image inconsistencies generated by artificial intelligence tools.

With the rise of artificial intelligence searches, brands must consider how they are represented in these platforms. "Previously, there was SEO; now no one clicks on links. People are researching companies in AI," the CEO explained. Allison Brasil will start operating with two clients – Itaú and Vibra – and a team of 25 professionals.

The Stagwell group is valued at approximately $2 billion on the Nasdaq. In Brazil, apart from Allison and PROS, the American group also operates ad agencies Crispin and performance media company BOB.