Member Article

From Soho to São Paulo: Sherlock Digital opens to close Anglo-Brazilian gap

Sherlock Digital, a new digital communications consultancy, officially launches today in London and São Paulo, offering a full-scope of digital marketing and comms services to both Brazilian and British brands.

Heading up the new venture are Alasdair Townsend and Leonel de Oliveira, respectively the former Business Strategy Director (and shortlisted Young PR Professional of the Year 2012) and Finance Director of 2013 PRCA Agency of the Year Eulogy!. The Anglo-Brazilian pair is joined by partner Vivianne Cordeiro, ex-Ecommerce & Marketing Director at entertainment and petro-chemical giant, Videolar S/A.

With a specific interest in helping British companies successfully enter the Brazilian market and navigate the cultural divide, Sherlock Digital will offer three main service pillars: digital strategy and market-entry consultancy; social media, content and performance campaigns; and design and build services (more information available here).

Sherlock Digital launches with a team of five staff and a roster of three UK-based clients within the transport, healthcare and FMCG sectors, which will be led primarily from the Sao Paolo office with support from London.

Explaining the vision and strategy behind Sherlock Digital, Alasdair Townsend, Managing Partner, said: “While no one denies the economic growth and opportunities in the region, many marketers still see Brazil as ‘developing’ rather than developed. From both a digital and creative point of view, that simply isn’t accurate. Some of the best work we’ve seen in the last five years has come from Brazil and in many respects; this kind of unfettered creativity and technical expertise is not matched in UK.

“However, there is a danger for British brands that fail to fully understand both the cultural complexities and the sophistication of the Brazilian market before trying to penetrate it. Sherlock Digital’s offering is designed to bridge this cultural gap: to harness Brazilian creative energy and overlay it with robust strategic and planning frameworks, traditional strengths from the other side of the Atlantic. In short, by taking the best aspects of our experience in UK and in Brazil, we focus both perspectives to help British and Brazilian companies realise their international potential.”

Martin Raven, former Consul General and Director UK Trade and Investment in Brazil, commented:

“The UK has always been an important trade partner for Brazil and with the strength of the economy and attention stemming from The World Cup and Olympics, more and more companies are beginning to set their sights on the country and beyond Europe. Even though growth has slowed slightly, there are clearly great opportunities for British businesses but the reality is, from a cultural and particularly legislative and operational point of view, there are also many differences, challenges and sensitivities.

“To be effective, especially from a marketing and comms perspective, companies cannot simply assume that what works well in the UK will work well in Brazil, they need robust strategies which harness and are based on local market expertise and insight.”

This was posted in Bdaily's Members' News section by Sherlock Digital .