Stagwell Acquires PROS Agency as Part of Latin America Expansion

The agency will play a key role in driving business within Brazil as well as the greater Latin America as part of Allison.

Daniela Graicar and Crispin Porter

Stagwell has agreed to acquire PROS Agency (PROS), a Brazil-based brand and marketing consultancy specializing in digital public relations, creative planning and production, influencer marketing, and brand development.

Headquartered in São Paulo, the agency will play a key role in driving business for Stagwell within Brazil as well as the greater Latin America (LATAM) region as part of Allison, a global marketing and communications consultancy within Stagwell, the company said.

“PROS’ creative strategy and digital innovation expertise helps brands create engaging and purposeful conversations with consumers, consistently pushing the boundaries of PR – making them a true leader in the region,” said Stagwell Chairman and CEO Mark Penn.


“I worked in Latin America for several years and have always noted its massive growth potential. This acquisition is key to our accelerated global expansion strategy, and I’m pleased to welcome Daniela and her team to our network.”

PROS has a team of over 130 professionals and is co-led by founder and CEO Daniela Graicar and co-CEO Fernanda Tchernobilsky, as well as partner Alan Strozenberg. They will continue to lead the agency.

“It’s a great accomplishment to be part of an international network so aligned with our values and in retaining the boldness that defines us. The management autonomy that Stagwell offers us and the support for our growth were also decisive factors in this choice,” said Graicar.

“More than ever, we are committed to our team and clients – who have gotten us to this point – and excited about the plans for our evolution in the coming years. The depth and breadth of the Allison global network opens up tremendous opportunity for us to show up in new ways for our clients.”


With clients such as Boticário, Amazon, Mondelez, Vibra, Porto, and Kimberly Clark, the agency closed 2023 with 50% growth and expects to grow another 20% this year.

PROS will retain its leadership and will collaborate with other Brazil and Latin America agencies in the Stagwell network to expand service offerings to clients. Stagwell’s agency network in Brazil, Argentina, Mexico, and Central America includes Allison, Assembly, Code and Theory’s Truelogic, CP+B, Ink, and Locaria.


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