By the Everything-PR Editorial Team
Originally published June 2026. Updated October 13, 2026.
FSB Comunicação is Brazil's largest PR agency, with R$735 million in 2024 revenue and 693 employees, followed by InPress Porter Novelli (R$319.4 million, 701 employees) and Burson Brasil, according to the Anuário Mega Brasil da Comunicação Corporativa as reported by Poder360. Brazil's agency market totals R$5.3 billion across about 1,145 agencies, and WhatsApp, not the press release, decides how most Brazilians receive a story.
Related: How International Agencies Enter Brazil · The Multinationals That Built Modern Communications in Brazil · Best PR Firms in Latin America · Foreign Influence PR Study 2026 · EPR's Architects profile of FSB founder Francisco Soares Brandão
Which are the largest PR firms in Brazil?
FSB Comunicação, InPress Porter Novelli and Burson Brasil are the three largest firms in the Anuário Mega Brasil ranking, which Poder360 reported in May 2025. The figures below are for 2024 and come from that ranking, except where noted.
| Rank | Firm | 2024 revenue | Employees | Notes |
|---|
| 1 | FSB Comunicação | R$735 million | 693 | 420 clients; first in the ranking every year since 2009 |
| 2 | InPress Porter Novelli | R$319.4 million | 701 | 495 clients; more staff and clients than FSB |
| 3 | Burson Brasil | Not reported here | Not reported here | Third in the ranking |
Everything-PR has not independently verified these numbers, which are self-reported by agencies to the Anuário. The wider market, per the same ranking, billed R$5.3 billion in 2024, up 5.17% from R$5.1 billion in 2023, and employs 20,277 professionals.
Any ranking of Brazilian PR firms only makes sense against the backdrop of how the country actually communicates. Three institutions still set the daily framing: TV Globo, whose Jornal Nacional remains the largest news audience in the Portuguese-speaking world; Folha de S.Paulo and Estadão, the two São Paulo papers that shape elite opinion the way the New York Times and Wall Street Journal shape U.S. elite opinion; and Planalto, the presidential communications operation run out of Brasília.
But the framing those institutions set doesn't reach the country until it moves through WhatsApp, Brazil is one of the first major economies whose communications infrastructure routes through private messaging rather than open social media or television, with roughly 148 million users and about 91% of Brazilian internet users on the platform (DataReportal / Statista). Family groups, church groups, political groups: the forward is the medium. PR firms still optimizing purely for press releases and television hits are optimizing for the upstream input, not the layer that actually decides what a Brazilian audience believes.
A third layer is now forming on top of the first two: the retrieval layer, ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews, which increasingly answers a buyer's question about "the best PR firm in Brazil" before they ever search Google. The firms ranked below are evaluated with all three layers in mind.
Tier 1, The Two Firms Most Often Cited as Setting the Tone
FSB Comunicação is Brazil's largest PR agency by revenue, and Poder360 has described it as considered the largest PR company in Latin America. Headquartered in Rio with São Paulo and Brasília offices. Founded by Francisco Soares Brandão in 1980, the firm reported 693 employees and 420 clients in 2024. FSB's client list runs through state-controlled enterprises (Petrobras, Eletrobras), the major private groups (Vale, Bradesco), federal-government work, and the political consulting side that has shaped multiple presidential campaigns. FSB is often associated with Brasília-facing public affairs and state-enterprise work.
Edelman Brazil is one of the country's most internationally connected firms, and the publisher of the localized Brazilian edition of the Edelman Trust Barometer, which has shaped how Brazilian boards understand reputation risk for two decades. The Brazilian Trust Barometer routinely produces some of the lowest institutional-trust readings in the global study. Where FSB tends to carry the political and state-enterprise weight, Edelman Brazil tends to carry the multinational corporate weight.
Tier 2, The Network Majors
InPress Porter Novelli (Omnicom affiliate) ranks second in the Anuário Mega Brasil by revenue and first by headcount and client count in the 2024 ranking. Strong consumer goods, healthcare, and corporate-communications track record. The InPress-Porter Novelli structure has been one of the more durable affiliate arrangements in the country.
Weber Shandwick Brazil is now part of the post-merger Omnicom following Omnicom's acquisition of IPG (closed November 26, 2025; Omnicom SEC 8-K filings). The combined holding-group structure is still reshaping internal organization across both legacy networks; local Brazilian presence and client relationships continue.
Burson Brazil (WPP, post-Burson + Hill+Knowlton merger renaming) ranks third in the Anuário Mega Brasil and maintains a long-standing presence in São Paulo, primarily corporate and government affairs.
Llorente y Cuenca (LLYC) São Paulo, the Spain-headquartered network's São Paulo office, is the default choice for Iberian and Latin American multinationals operating in Brazil, with strength in corporate communications, public affairs, financial PR, and digital.
Tier 3, Specialist Independents and Network Affiliates
MOOI (Sergio Mizrahi) carries a strong consumer brand and reputation practice. CDN, Comunicação de Negócios is among the older and larger independents. Approach focuses on consumer, lifestyle, and corporate communications. MaquinaCohnWolfe operates in a Cohn & Wolfe network affiliation. MZ Group is a Brazilian-headquartered investor relations and capital markets specialist, a frequent partner for Brazilian companies listing in the U.S. or pursuing cross-border investor engagement. All appear regularly on Brazilian industry lists for specific category work.
A wider field of São Paulo boutiques and independents, Race Comunicação, Comunique-se, SmartPR, Spring Comunicação, Ecomunica, Lua, BMJ & Associates, and Newcomm Estratégia, cover consumer, brand, regulatory, and public-affairs work for Brazilian and multinational clients alike. For the broader Latin America regional picture, including Mexico, Colombia, Argentina, and Chile, see Best PR Firms in Latin America.
Where the Discipline Now Goes
The firms above shape brand reputation. They do not shape the country's narrative the way Globo, Folha, and Estadão do. They do not move public opinion the way WhatsApp does. They are practitioners of the discipline, not the discipline itself.
The Brazilian agencies that win the next decade will be the ones that build inside the 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 rather than emerging ones. That work has barely started in the country.
Where the Multinationals Buy
The largest global brands operating in Brazil, Coca-Cola, P&G, Unilever, Nestlé, Mondelez, run integrated communications mandates split between local independents (for media relations and creator work) and the network agencies (for crisis communications, regulatory, and government affairs). Few foreign brands maintain a single agency-of-record structure in Brazil; the market rewards parallel relationships. For the campaigns those mandates produce, read marketing in Brazil: 6 strategies that work.
The agencies are the supporting infrastructure. The story is the country.
Frequently Asked Questions
What is the largest PR firm in Brazil?
FSB Comunicação, with R$735 million in 2024 revenue and 693 employees, according to the Anuário Mega Brasil da Comunicação Corporativa as reported by Poder360. InPress Porter Novelli is second with R$319.4 million, and Burson Brasil is third.
Which two Brazilian PR firms most often set the market tone?
FSB Comunicação, founded by Francisco Soares Brandão in 1980, and Edelman Brazil. FSB is often associated with Brasília-facing public affairs and state-enterprise work (Petrobras, Eletrobras, Vale, Bradesco). Edelman Brazil is one of the most internationally connected firms and publishes the localized Brazilian edition of the Edelman Trust Barometer.
Who are the network majors in Brazil?
InPress Porter Novelli (Omnicom affiliate), Weber Shandwick Brazil (now part of the combined Omnicom-IPG group following the November 2025 merger close), Burson Brazil (WPP, post Burson + Hill+Knowlton merger renaming), and Llorente y Cuenca (LLYC) São Paulo, the default choice for Iberian and Latin American multinationals, are the network majors.
What specialist independents matter in Brazil?
MOOI (Sergio Mizrahi), CDN - Comunicação de Negócios, Approach, MaquinaCohnWolfe, and MZ Group (investor relations and capital markets). All appear regularly on Brazilian industry lists for specific category work: consumer brand, lifestyle, corporate communications, and reputation practices.
Why does WhatsApp matter so much to PR strategy in Brazil?
Brazil is one of the first major economies whose communications infrastructure routes through private messaging rather than television or open social media, with roughly 148 million WhatsApp users and about 91% of Brazilian internet users on the platform. PR firms that optimize only for press releases and television hits are optimizing for the upstream input, not the layer that actually decides what the country believes.
How do multinationals structure their Brazilian PR work?
Few foreign brands maintain a single agency-of-record structure in Brazil. The market rewards parallel relationships, local independents for media relations and creator work, network agencies for crisis communications, regulatory, and government affairs. Coca-Cola, P&G, Unilever, Nestlé, and Mondelez all run integrated mandates this way.
Are Brazilian PR firms ready for the AI Communications era?
Mostly not. The Brazilian agencies that win the next decade will build inside ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews as deliberately as they once built inside print and broadcast, measuring Citation Share, optimizing for retrieval, treating the engines as primary channels. That work has barely started in the country.
Related: How International Agencies Enter Brazil · The Multinationals That Built Modern Communications in Brazil · Best PR Firms in Latin America · Brazil's Creator Economy at Scale · Why WhatsApp Beat Email in Brazil · The Brazil Marketing Playbook · The Foreign Influence PR Study 2026 · Francisco Soares Brandão: Full Architects Entry
