LATINAMERICAPublic Affairs CapabilitiesRegional practice credentials
ContentGEOGRAPHIC COVERAGEABOUT EDELMANPUBLIC AFFAIRS CAPABILITIESOUR INDUSTRY EXPERIENCECASE STUDIESPA EXPERTS IN THE REGION
The world has shifted THE ROLE OF PUBLIC AFFAIRS The region has grown consistently at a 5.5 percent annual rate prior to the Latin American global crises and governments, tens of millions although leaning to people have migrated protectionist to the new middle agendas, are eager class. to stimulate localThe rise of Latin Direct ForeignAmerica has caught Investment in Latin economies.the world’s attention America reached As interest in thedue to its strong US$ 159 billion in region continues tofinancial 2010, up 13 percent grow, it is of upmostperformance. The against 2009 and a importance for localregion is now a prime record in the last 10 and foreigndestination for years. companies alike toforeign direct understand theinvestment and a hot regions regulatorybed for business. and political 3 environment.
So similar, yet so different WHAT DRIVES LATIN AMERICA?Despite of the differences in terms of language, culture andgovernment regulations, Latin America has also importantsimilarities, leveraged in recent decades by:• The race for better infrastructure projects• The energy generation potential and the need to diversify the local sources of energy• The fight for hunger eradication, unemployment, healthcoverage and illiteracy• The exponential growth not only as a consumer market, due tothe millions of new middle-classers, but also as a producer ofconsumer goods• The strengthening of basic industries• The increasing arrival of high technology industries 4
Our Global PresenceUNITED STATES ASIA PACIFIC EUROPE & MIDDLE EAST CANADAAtlanta, GA Orlando, FL Bangalore, India Mumbai, India Abu Dhabi, UAE London, Great Montreal,Austin, TX Portland, OR Beijing, China New Delhi, India Amsterdam, the Britain QuebecChicago, IL Sacramento, CA Guangzhou, China Seoul, Korea Netherlands Madrid, Spain Toronto, OntarioDallas, TX San Francisco, CA Hong Kong Shanghai, China Baarn, the Milan, Italy Vancouver, BCHouston, TX Seattle, WA Jakarta, Indonesia Singapore Netherlands Munich, Germany LATIN AMERICALos Angeles, CA Silicon Valley Kuala Lumpur, Sydney, Australia Barcelona, Spain Moscow, Russia Buenos Aires,Miami, FL (San Mateo, CA) Malaysia Taipei, Taiwan Berlin, Germany Paris, France ArgentinaNew York, NY Washington DC Melbourne, Australia Tokyo, Japan Brussels, Belgium Rome, Italy Mexico DF, Mexico Dublin, Ireland Stockholm, Sweden Sao Paulo, Brazil Frankfurt, Germany Warsaw, Poland Rio de Janeiro, Hamburg, Germany Brazil4,000 employees in 54 officesWorld’s largest independent firm 6
A closer look into Latin AmericaStructure in the region Miami More than 240 employees Mexico City 6 Offices + 10 Affiliate AgenciesAffiliated Offices Bolivia Chile Colombia Central America and Caribbean Brasília Ecuador Rio São Paulo de Janeiro Paraguay Peru Buenos Aires Uruguay Venezuela 7
Our Leadership MEXICO Roberto Arriola Public Affairs Jere Sullivan Gail Becker Global Chairman President Western Public Affairs Region Chair, Latam & Canada BRAZIL Ronald Mincheff President of Edelman Brazil Top 10 – 15 PA Experts Quality Program ARGENTINA Axel Flügel Head of Public Affairs in Latin America Regional Strategic Integration Triangulation 8
“ The world has shifted – from a shareholder to a stakeholder environment. We have to participate in the conversations and increase visibility by ” building strong alliances. Jere Sullivan, Edelman Global Chairman, Public Affairs 10
How we work Corporate intelligence Public opinion Community & reputation relations building Government Legislative relations and intelligence regulatory framework 11
Public Affairs Services in Latin America Corporate Public Government Opinion & Relations & Intelligence Reputation Regulatory Building Framework Research and Design and Strategic approach analysis of issues redesign of key to high-profile that may affect the messages and influential authorities operation, position papers as (executive and profitability or well as legislative business cooperation in the branches), oriented, expansion from dissemination 1:1 interviews and private, strategies through specific events to governmental or opinion leaders influence public nongovernmental and key decision policy decisions, sources that allow makers within acquisitions, Edelman’s client a business licenses, better informed operations. concessions, official decision making. regulations, laws, regulations, etc.). 12
Public Affairs Services in Latin America Legislative Community Intelligence Relations Timely and relevant Strategies to information in order obtain social to anticipate approval of events, identifying controversial legislative investment opportunities and projects. threats. Privileged Approach, access to deputies, persuasion and senators and staff negotiation with support for the key stakeholders. promotion of Design and favorable implementation of conditions for community plans business. as a measure of investment protection. 13
Our Industry ExperienceInfrastructur Agribusiness Crisis Healthcare e & Energy & Foods Management
Infrastructure Agribusiness Crisis & Energy Healthcare Management & FoodsInfrastructure & Energy Building Strong Alliances Edelman has approached key infrastructure clients to senior strategic stakeholders at the government, securing the increase of the awareness for public-private partnerships for oil and gas, energy, healthcare and aviation projects. Edelman has daily monitored several sources of information to keep clients informed and help leverage business opportunities in key infrastructure areas such as oil & gas and the pre-salt exploration, energy generation and distribution, different energy sources as biomass, bioenergy & ethanol, wind, solar, hydroelectric and thermoelectric, among others. Edelman has developed weekly intelligence reports to key infrastructure companies approaching the country to help them make quicker and more decisive decisions on business strategies. 16
Infrastructure Agribusiness Crisis & Energy Healthcare Management & FoodsAgribusiness & Foods Positioning Clients & Influencing Legislation Brazil hashas advocated to infrastructure clients to senior strategic Edelman approached key establish a favorable business environment at launching the GMO seeds in increase of the stakeholders for the government, securing the Brazil, showing to the government how the clients partnerships for oil and gas, can awareness for public-privatefrom the biotechnology sectorenergy, contribute and aviation projects. healthcareto finding solutions to sensitive agribusiness issues, such as royalties, segregation, food security, among others. In Brazil, Edelman has daily monitored several sources of Edelman has helped the food industry on engaging costumers and information in order to keep clients informed and help leverage partners opportunities in key infrastructure areas such as oil businessin the discussions about eating habits and specific & gas legislation for food. and the pre-salt exploration, energy generation and distribution, different energy sources as biomass, bioenergy & ethanol, wind, solar, hydroelectric and thermoelectric, among others. Edelman has monitored the key public departments involved with agribusiness to inform out clients in advance about possible In Brazil, we this industry in the country. directions of have developed weekly intelligence reports to key infrastructure companies that wants to approach this country to help them to make quicker and more decisive decisions on business strategies. 17
Infrastructure Agribusiness Crisis & Energy Healthcare Management & FoodsHealthcare Monitoring Opportunities Edelman has positioned key clients to the most important stakeholders of the healthcare industry such as the Ministry of Health, NGOs, universities and reference hospitals to influence legislation or include healthcare equipment in the Public Healthcare System. Edelman monitors opportunities in the healthcare segment such as partnerships, investments and public bids to deliver market intelligence to our clients. Edelman has mapped stakeholders and designed engagement strategies for several big laboratories such as Abbott, Jansen Cilag and Pfizer, driving their interest amongst key decision makers. 18
Infrastructure Agribusiness Crisis & Energy Healthcare Management & FoodsCrisis Management Preparing Clients for Adverse Scenarios Edelman developed Crisis Management plans and training sessions for clients from several industries, such as infrastructure, fertilizers, consumer goods, aviation and healthcare. Recently the team trained more than 100 employees from six different units of a paper industry’s client. Edelman has helped clients to manage key important crises in Latin America, including a recent global crisis for the aviation industry and local crises regarding mining, pension companies, etc. Edelman has developed the Crisis Communications Management Center, the first customized digital platform designed specifically to address nowadays crisis within the current implications. 19
Public Affairs Team in Argentina Axel Flügel Regional Lead – Public Affairs Axel Flügel is the LatAm Public Affairs Lead and Argentina Public Affairs Director. He is in charge of developing governmental relations strategies for clients. Lately he has worked with companies as Kraft Foods, Abbott, Pfizer, Janssen Cilag, Metrogas, MasterCard, Tyco, HP, Autodesk and Symantec. He has driven several Public Affairs programs including engagement plans, stakeholders mapping, crisis management, and legislative & regulatory intelligence so as to shape public policies. He’s former Chief of Staff for Buenos Aires City’s Transport Secretary and former Chief of Staff for current Buenos Aires City’s Ministry of Education. He was in charge of He has also directed several political campaigns for Mayor and national representatives’ candidatures as Chief of Campaign, in charge of not only communication but general strategy and administration of the campaigns. Axel has a degree in Political Sciences in Buenos Aires University – where he graduated, and a post degree in Political Economics in FLACSO. He is fluent in English and Spanish, and has basic knowledge in Portuguese and Italian.
Public Affairs Team in Brazil Carlos Correcha Vice-President – International Public Affairs A native from Bogotá, Colombia, Carlos Correcha joined Edelman in 2004. He is a Vice President on the International Public Affairs team in Washington. D.C. where he handles daily activities for the Panama Canal Authority (ACP), an autonomous agency of the Government of Panama in charge of managing and operating the Panama Canal. The account team received the prestigious 2008 Silver Anvil and 2008 Chairman’s Award for the communications campaign conducted on the historic Currently, Carlos is part of a prestigious Edelman program for which he is working in São Paulo, Brazil for 18 months. Before joining Edelman Washington, Carlos handled daily activities and coordinated public relations campaigns for Edelman’s Miami and Latin America markets for United Parcel Service (UPS) and Boeing Commercial Airplanes. Carlos was responsible for the planning and successful execution of UPS’s first ever independent study on small-and-medium sized enterprises in Latin America, nominated for the Gold and Silver SABRE awards by the Holmes Report (2007). Carlos also handled the coordination and execution of Boeing’s first aviation symposium in Bogotá, Colombia with the participation of government officials, opinion leaders, local airline chief executive officers and top media. Carlos has a bachelor’s degree in liberal studies with a concentration in public relations and advertising and minor degrees in marketing and political science from the University of Central Florida. Carlos is fluent in English, Spanish and Portuguese.
Your Edelman Team Public Affairs Team in Brazil Debora Comenalli Senior Account Supervisor - Public Affairs Debora Comenalli is a Senior Account Supervisor for the Public Affairs Group at Edelman Brazil. She joined the company in July 2008, as an account executive, to lead General Electric account, active in the production and maintenance of aircraft engines, financial services, power generation, water processing, and healthcare. Debora has been responsible for significantly expanding Edelman’s GE engagement in the last three years. For GE, Debora has developed strategies and coordinated important campaigns, including the Global Research Center launch in Brazil in November 2010; CEO Positioning for key GE businesses - including the company’s CEO, Jeff Immelt; and the inauguration of several company plants in Brazil. Debora is experienced on technology and energy infrastructure subjects at Edelman in Brazil, and has dealt, in a daily basis, with very strategic communications experts from those industries, with close relationship to key communications departments of companies such as Petrobras, Vale, EBX Group, MRS Logistics; significant stakeholders as Research Institutes, NGOs, Associations and government officials from the science and technology areas. Also at Edelman, Debora developed and coordinated Silver Lake’s engagement program in Brazil. Debora is fluent in English and Portuguese. She lived in United States for two years, where she worked for the Peruvian Embassy in Washington, DC, and took advance courses in corporate communications and public relations. Debora has a bachelors degree in public relations from UNESP University in Bauru, São Paulo state, one of the top three universities in the country.
Public Affairs Team in Mexico Roberto Arriola Vice-President –Public & Government Affairs Roberto Arriola brings to Edelman over 15 years of experience in public affairs and corporate communication in private companies, NGOs, industry, international agencies and Mexican government agencies. His extensive experience includes negotiating with government agencies and NGOs to promote a proper business environment and a favorable public opinion. For Mexican government he has worked on all three levels of government, as well as Executive and Legislative branches of the Federal Government. Its performance has been linked to public policy, with a strong component of inter-agency interaction with private and social sectors. For private sector, Roberto Arriola has been consultant for Mexican and foreign companies representing them in negotiations facing Mexican government in the promotion of projects, obtaining concessions and promotion of a favorable regulatory framework in tourism, construction, pharmaceutical and real estate industries. Roberto Arriola has been a researcher and professor at Universidad Iberoamericana. He has been speaker at seminars on leadership, negotiation, public image and emotional intelligence, among others. Arriola holds a BA in Political Science and Public Administration and a Master in Communication at the Universidad Iberoamericana. Furthermore Roberto is carrying out a PhD on Strategic Management and Development Policy at the Universidad 24