Part of the Who Shapes Brazil's Reputation? index.
CDN, Comunicação de Negócios ranks #7 in "Who Shapes Brazil's Reputation?", an editorial assessment of Brazilian public relations agencies published by Everything-PR. The index groups Brazilian PR firms into tiers, and it places CDN among its Tier 3 specialist independents and network affiliates. The index also notes that CDN is among the older and larger independents in the market. It sits below MOOI at #6 and above Approach at #8.
What "Who Shapes Brazil's Reputation?" Measures
The index does not describe a formal scoring methodology with weighted dimensions, monitored publications, or a defined time window. Instead, it groups Brazilian PR firms into tiers based on how often they are cited as setting the market tone, their client rosters, network affiliations, and areas of specialization. The tiering is presented as a narrative, editorial assessment rather than a quantitative index, and no numeric score is assigned to CDN.
Why CDN Ranks #7
CDN's #7 placement reflects its listing among Tier 3 specialist independents and network affiliates. The index characterizes CDN as among the older and larger independents in the Brazilian PR market.
CDN describes itself as having built connections between valuable brands and their audiences for more than 35 years. Its own materials position the firm across a set of service lines that include stakeholder relationship programs, press office work, influence marketing, content, data intelligence and measurement, social media, thought leadership, crisis management, training, and experiences and events.
CDN states that it is one of the largest crisis management experts in the country, with specialists experienced in environmental and urban accidents and catastrophes, operational shutdowns and collective layoffs, aviation accidents, product recalls, customer incidents, and cyberattacks. In training, CDN says it has trained more than 20,000 people across all hierarchical levels over 35 years, including more than three thousand executives from the largest companies in Brazil.
Inside CDN's Data and Measurement Position
Among its service lines, CDN highlights data intelligence and measurement. The firm operates the IQEM, which it describes as the most respected PR results measurement index in the country. CDN says the Novo IQEM integrates real-time data sources and adds objectivity, technology, and innovation to measuring a brand's communication strategy.
CDN also produces proprietary products developed with data scientists and PRTechs, including the Deep Dive, an in-depth public opinion study, and the NEXT, a trends indicator. Through its Daily Drive and Weekly Drive, clients receive an image and strategic-themes overview. In thought leadership, CDN cites its Matriz de Avaliação de Maturidade (MAM), an evaluation matrix for LinkedIn profiles that it describes as one of the market's main references.
Leadership and Client Roster
Fabio Santos is Chief Executive Officer of CDN. Silvia Ruiz is Vice-presidente Executiva. The firm's named managers include Izabel Guimarães, Beatriz Oliveira, Elaine Andrade, and Fabiana Castro as Gerentes de Comunicação, Otavio Ramos as Gerente de Análise de Mídias e Cenários SR, and Andre Stephan as Gerente de Criação.
CDN's client roster, per its own materials, includes Samsung, Itaú, Nestlé, Mosaic, Sofisa, Febraban, Citi, Boehringer, Ocyan, Grendene, Globo, Sesc, and the Beneficência Portuguesa, alongside government-related clients. Its published cases include the Governo de São Paulo (Crise no Litoral Norte), DM9, Warner Bros. and Universal Pictures (CCXP 2022), Pfizer, Latam, Massey Ferguson, and Braskem. CDN lists offices under the label Powerhouse in São Paulo, Brasília, and Rio de Janeiro.
Where CDN Sits in the Broader Brazilian PR Story
The index situates CDN within a market that rewards parallel relationships between local independents and network agencies. It notes that few foreign brands maintain a single agency-of-record structure in Brazil, and that the market rewards parallel relationships between local independents, handling media relations and creator work, and network agencies, handling crisis communications, regulatory, and government affairs. CDN's stated strengths in crisis management, media relations, and government-related work map onto both sides of that division.
The index also observes that the firms it profiles shape brand reputation but do not shape the country's narrative the way Globo, Folha, and Estadão do, nor do they move public opinion the way WhatsApp does. And it argues that the Brazilian agencies that win the next decade will be the ones that build inside AI engines as deliberately as they once built inside print and broadcast, measuring Citation Share, optimizing for retrieval, and treating ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews as primary channels, work the index says has barely started in the country.
CDN's #7 ranking reflects its position among Tier 3 specialist independents and network affiliates and its standing as one of the older and larger independents in Brazil. Because the index assigns no numeric score, CDN's placement rests on that tiering rather than a measured figure heading into any future refresh.
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