Brazil has a huge consumer market. When a new product takes off in Brazil, everybody that lives anywhere in the country (except maybe for the Amazon region) has to own it. Getting the word out in such a large country isn’t easy, but Claudio Loureiro, the co-founder of Heads Propaganda, knows how to do it, and he does it successfully. Loureiro’s company is the fourth largest advertising agency in Brazil. Heads Propaganda has been in the advertising business for 25 years and the company is still growing thanks to Loureiro and his staff.
The advertising game in Brazil started in the big cities and then it spread nationwide. Newspaper advertising was first, then magazine ads, TV and radio came next, and now the Internet has taken over. That is one of the reasons Claudio’s company is so successful. Heads Propaganda has followed the natural progression and has mastered the art of attracting consumers through different media platforms. Advertising and the media are interrelated and so are production and the business sector.
Wikipedia describes one of the challenges when it comes to advertising in Brazil is the regulations companies must follow. After all, Brazil has more than 800,000 attorneys and they are hungry for work, so companies that violate the rules will definitely need an attorney. Brazil has advertising laws that restrict political candidates from producing t-shirts, hats or anything that might be considered a gift. Alcohol can only be advertised at certain times, and cigarette ads can only appear at the selling point. São Paulo was the first city to exclude billboards and billboard advertisements from the streets. Medical ads cannot use the words “the best” or “guaranteed results,” and the medical association can’t support products related to health like soaps, vegetable creams and repellents.
It’s not easy to advertise in Brazil, but when companies use an advertising agency like Heads Propaganda selling products and services in Brazil gets a little easier.