The public relations agency in Latin America.

AUDIENCE-BASED PROGRAMMING

Our best bet for attention and engagement is to become a part of other people’s stories.

INTRODUCTION

We are a public relations firm specializing in corporate and consumer campaigns for clients across the Latin American region. Our fundamental belief: in a world of big data and automation, the ability to connect with people, to inform and persuade them of a particular point of view through relationships, evidence and discussion is more important to businesses than ever.

Our expertise is based on earned influence – the ability to consistently convey a message on behalf of our clients to generate a response. The latter may involve a belief, a call to action, a new consideration or simply increased awareness. Our clients’ audiences range from consumers and employees, to business partners and local regulators.

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So, why LatAm?

We are passionate about and absolutely committed to the region, whose societies and cultures are so diverse and whose economy is growing but which, from a PR agency perspective, remains perennially under-served. From the bustle of Mexico City to the Carnival of Rio de Janeiro, from the peace dividend in Colombia, to Chile’s start-up mentality, we believe that Latin America should represent more than a ‘line item’ next to ‘out of pockets’ on the global PR plan!

Our experience from multiple developed and emerging markets brings an operating model that can exploit all the nuances of each market, in a systematic, cost-effective, consistent manner for brands wherever they are based.

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So, Why Intersect?

We don’t simply assume that our audiences’– whether they be consumers, employees, investors, business partners or regulators – are necessarily interested or aware of our clients’ propositions. The fundamental currency for this interest is ‘relevance’, we need to demonstrate the meaning and purpose of our clients’ particular message to their audiences’ lives.

We do this by listening to them and understanding their interests, concerns and priorities; our task is then to connect our clients’ brands to the same. This is the essence of the ‘intersect’. Our clients may/will not necessarily be the starting point for engagement, our aim is to ensure that it’s the culmination.

LatAm Intersect Services

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Consulting and strategic planning

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Global and LatAm launches

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Media and influencer relations

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Content development

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Audiovisual creation and Podcasts

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Social media management

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Spokespeople training and crisis simulation

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Internal communications

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Content marketing

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Reputation and crisis management

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Media and social media monitoring

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Event creation and support

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Sentiment evaluation and analysis

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Commercial and colloquial translations

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Indicative primary research (surveys and reports)

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Public affairs and government relations

A Dose of Philosophy

Public relations (PR) has always defied definition as a true marketing science. Great agencies were traditionally based on individual – often jealously guarded – relationships, an indefinable capacity to spot or shape news, and the ability to convince others of the same.

As PR professionals aspired to mimic other marketing disciplines in terms of geography and scope, the above definitions proved a barrier; how do you scale relationships or a nose for news? Another challenge has been the nature of large PR mandates, increasingly reflecting those of other marketing services such as advertising and market research. PR’s traditional logic of local – relationships, contexts, stories, relevance etc – may have served a parochial industry supported by local budgets, but is diametrically opposed to the relentless currency of globality, scalability and cost rationalization the underpin the rest of the marketing services sector.

Audience-based Programming

Our best bet for attention and engagement – especially amongst the youth – is to become a part of other people’s stories. The promise of such an approach, is that once access is secured, audiences’ will remain open to your brand proposition and messaging, as long as they believe that the content is about them. They offer a consistent, safe terrain for a brand to maintain engagement, irrespective of business activity. Ensuring relevance to an increasingly expanded audience mitigates risk associated with a limited influencer pool.

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Audience

As the protagonist not the brand; great stories are for and about people, not products or organisations

02.

Association

The brand must associate with the audience through and in the story.

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Debate

The story must contain an element of debate or discussion; great stories are not platitudes

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Longevity

The story must be capable of being told and re-told with relevance and meaning over a sustained period (at least 12 months)

MEET THE FOUNDERS

We enable international brands to propagate stories, messaging and brand positioning across the region through the use of a proven methodology based on the adaptation of global content, the leveraging of deep relationships and a profound knowledge of region. We are never going to tell you: ‘this won’t work here’.
We are only going to focus on: ‘this is how to make it work here’.

CLAUDIA DARÉ

MANAGING PARTNER

Claudia Daré has more than 30 years’ experience in journalism, public relations and communication. She is a specialist in strategic planning and cross-border coordination, and has led campaigns for clients in various sectors of consumer, health, corporate and technology. Based in Mexico and the US from 2008 to 2013, she was a foreign correspondent for Valor Econômico and Época magazine – both Globo Group publications. During her career Claudia has held senior positions in large agencies such as Andreoli MSL and Edelman / Zeno (Brazil) as well as, most recently, head of Latin America for an independent firm building and managing an extensive network across the region.

ROGER DARASHAH

PARTNER DIRECTOR

Roger has nearly 30 years of international communications experience, including jobs in London, Paris, Barcelona, Sao Paulo and Mumbai. His previous roles include chief operating officer of India’s largest public relations firm, Adfactors, and Edelman, where he was deputy managing director Europe and Brazil as EVP global technology and international business director. Roger also led the Hotwire office in Paris and managed European programs for Weber Shandwick (London/Grenoble).

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