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July 19, 2016
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Portugal: Events by tlc Merges With Brazilian Case Imagine


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Events by tlc agency and Brazilian Case Imagine have just merged, giving rise to a group that intends to be a leader in the Latin American market of experiential marketing, or "broad communication strategies," as Diogo Assis, founder of Events by tlc and CEO of the new structure, explains to Event Point.

diogo assisFor this move, decisive factors were the “shared DNA" between the two agencies and a former "complicity with Carlos Arruda," Case Imagine founder.

Events by tlc has grown in the incoming very much, with presence in Portugal, Spain and Brazil, focusing on "creativity, innovation, technology, storytelling, in order to provide customers with a greater return," he added. In its turn, Case Imagine, which also has an office in Orlando, Florida (US East Coast), specialised in live marketing, brand activation, management of social networks and also in outgoing from Brazil. Its client portfolio includes names like O Boticário, Microsoft, Latam and Unilever.

The merger, Diogo Assis ensures, "results from customer pressure", who increasingly want more integrated solutions and ability to act in different latitudes. The group now created counts with 150 people, seven offices (Lisbon, Porto, Madrid, Barcelona, São Paulo, Rio de Janeiro and Orlando) and an annual turnover of 40 million euros. "The partners are still involved in the management," he said, not wanting to add any more details. He, as stated, takes the group's CEO role, whereas Carlos Arruda is CEO of the Americas.

A first phase intends to "consolidate operations, integrate teams and take advantage of synergies." Just enough to guarantee a "direct growth of 10 to 15% in the first year of operations." From a strategic point of view, the now assured presence in Florida is crucial, "because in Miami there are located the decision centres of large companies in the Latin America market," Diogo Assis recalls.

In terms of brands, each of them keeps the business that was stronger, extending its geographic reach. Events by tlc, for example, gets all the incoming to Portugal, Spain, Brazil and Florida. Case drops its various sub-brands and deals with the areas of live marketing, content creation and management, social media, web and video marketing, also operating from the seven group offices. In this process, it also absorbs the sports events component that was under the jurisdiction of Sports by tlc.

"We believe in talent, in ability to innovate, because that's what brought us here." Even in times of crisis - like the acute one Brazil is now experiencing - "I believe that there are strong opportunities for growth, given the need for trusting, strong relationships from customers, even more so in times like these", Diogo Assis concludes.


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