Benza to Expand Havas Sports Brand Engagement

December 4, 2012

Havas Sports & Entertainment (HS&E), the global brand engagement network of Havas, has today announced a strategic partnership with independent Brazilian experiential marketing agency, Benza Promotions & Events.

Based in Rio, Benza will expand HS&E’s global brand engagement offering in this growing market in the run up to the 2014 FIFA World Cup Brazil and the Rio 2016 Olympic and Paralympic Games. 

Benza’s extensive track record in event creation and production will complement HS&E’s operations in São Paulo, which offers brands and institutions a wide-range of specialized services including strategic consulting and planning, sponsorship activation, brand content, events and promotion. HS&E has been present in the Brazilian market for over two years, benefitting from the support of Havas Brazil, and has worked for clients such as BMW, Entourage, Hyundai, Louis Vuitton, Tetrapak, and Wipro. 

Managed by founder Marcelo Benzaquem, Benza adds an attractive client base to the partnership, particularly its relationship with The Coca-Cola Company, already a client of HS&E and its recently-acquired US-based experiential agency ignition (which holds a prestigious ‘global partner’ status). 

Lucien Boyer, President & Global CEO, HS&E commented: “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 organizations prepare their strategies and activations around the World Cup and the Olympic Games in Brazil.” 

“Marcelo’s team has delivered exciting, creative campaigns that place celebration at the center of sports and entertainment events. Our agencies share a common spirit which will help us engage Brazilian and international fans in meaningful ways. We will achieve great things together from this close collaboration at such an important time for Brazil.” 

Marcelo Benzaquem, Founder of Benza added: “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.” 

HS&E Brazil Strategic Development & International Event Manager, Noémie Claret, will be in charge of developing synergies and new business between the two agencies, as well as between other sister agencies managed by Havas Brazil and Havas Digital Latin America CEO, Ricardo Reis.