Boutique - Art Presse


Art Presse, a Brazilian PR firm


Founded in 1976, Art Presse is a boutique communications agency that specializes in Press and Public Relations. Led by Oswaldo Pepe and Ricardo Braga, it brings together specialists from a myriad of backgrounds in communications, ranging from Journalism and Public Relations to Internet/Social Media and Graphic Design. We have been able to maintain our boutique format for over 30 years, tending to a select group of clients in order to guarantee quality of service.


Each client is attended to by dedicated professionals, but directors are still directly involved in every account held. To us, each client deserves individualized attention. Art Presse professionals have ample experience in the launch of products, brands and services and become specialists in their respective client’s fields.


Art Presse — through the scope of Public and Press Relations, Digital Media and Corporate Memory — works with companies and institutions in various fields including communication technology, audiovisual, cable TV, entertainment, market capital, foundations, corporate and consulting associations, multimedia agencies, medicine and biotechnology, logistics, tourism, e-commerce, fashion, art, culture, behavior and sports.


Ethics — Art Presse values impeccable ethical posture from its collaborators and clients, has preventative vision and is always attentive to opportunities. We think proactively and propose action in the theme of promoting a sense of partnership and synergy with clients.

Art Presse prizes a good work environment. Our office is surrounded by works of contemporary art, books, newspapers and magazines — we keep two “newsstands” stocked with local and international publications.


The company is located in the Jardins neighborhood of São Paulo, two blocks away from Paulista Avenue and two metro stations (Yellow and Blue lines). Interested in collaborating? Send an email to


Crises and opportunities

Any situation that escapes the control of a company and gains public visibility can be considered a crisis: a complaint, an accident, a product violation, a strike, a robbery, a crisis involving an employer and employees, a lawsuit, bankruptcy, or an outcry from consumers via any communication outlet.


No matter the origin of the crisis, the fact is that it can affect a company’s business, leading to loss of profit, not to mention putting its reputation at risk should the situation not be well managed. Crises occur for several reasons, but become public when reported upon. Knowing how to properly attend to journalists is just as if not more important than resolving the problem itself.


No company is exempt from eventually finding itself in a situation of crisis. Some companies are able to expose crises less due to their modes of action, but nothing can guarantee that they will be safe forever. Some companies believe that undemonstrative, retracted behavior that revolves around dealing with the press as seldomly as possible minimizes the risk of crisis. They erroneously equate journalists as those responsible for the crisis. Journalists do not cause crises, they merely report them. Journalists give crises another dimension, but silence does not make problems disappear.


Those who do not exercise press relations on the pretext of using this as a method to keep crises off the forefront are not only fooling themselves, but also missing out on the perks of having a positive relationship with the media. Even low profile companies are not immune to crises, and with them come journalists.


Art Presse has ample experience in this territory and has developed specific methodology for dealing with these situations.


Methodology that works

The monitoring and analysis of articles published daily by the press (both online and offline) is important in the understanding of the market and how brands are noticed and presented by journalists (who are the main opinion leaders).


Art Presse developed its own methodology that selects, identifies and classifies the main news articles in specific markets. Listings are compiled on the basis of highlighting articles in order of importance and impact on business. Clipping reports are compiled on a daily basis and sent via email to a select group of recipients, every report includes a summary/analysis.


This service is fundamental for brands that operate in critical, competitive and regulated markets and can serve as a signal for latent and potential crises.


Adding vision and commentary

Media exposure is important for brand noticeability and recognition. However, the work that begins with the clipping report (all relevant published materials combined) is even more important.


The compilation of these articles can include commentary from collaborators and partners who may complement and add novel viewpoints. It can be utilized to relay messages that are relevant to a range of audiences that follow the path of a particular company and its brands.

Corporate Memory

Digging up memory and placing it in a museum is not the purpose of this service.


The goal is to turn corporate memory into a present fact, with all the added benefits that can result from this vision.


Art Presse’s work in corporate memory is based in Public Relations. The concept is to develop a project that can cast the best and most profound aspects of an organization to a myriad of audiences, with the purpose of expressing its identity and personality.


There are many examples of the success of this model here in Brazil and in many other parts of the world. Want to know more?


Communications agencies are now one of the main tools in Public Relations. When utilized ethically and in tune with strategic communications, they are fundamental in the launch and consolidation of brands (aka branding).


Digital Brand Presence


According to David Meerman Scott, author of the book “The New Rules of Marketing and PR”, the internet has made Public Relations public once again.


Consumers can now identify themselves and connect to others who share their same interests and visions on online communities (such as Facebook, LinkedIn, Instagram and others). They can also express themselves through blogs or microblogs such as Twitter.


These new tools of virtual communication are quickly changing how brands communicate, since mechanisms now exist that allow them to relate directly with consumers, without need for any filters.


Companies must know how to place themselves on the Web and how to potentialize their digital presence.


The understanding of this phenomenon and the use of several means of communication require new attitudes from brand managers.


Art Presse is an agency that has been actively participating in this new — and marvelous — moment in the evolution of man, and has strategic vision and the foundation to collaborate and instate digital brand presences on the Web.


Art Presse created 140 (, a managerial unit that provides consulting and brand management services on social media.


Consulting and Strategic Communication: the importance of strategic communication


Art Presse is one of the most traditional and well-regarded communications and PR agencies in the Brazilian market. Art Presse’s work has led to the launches of brands that are now extremely well known throughout Brazil, such as SKY (DirecTV Group), NET, NBC/Universal, among others.


The powerful use of PR agencies has been in effect since the beginning of the 20th century through the work of pioneers such as Edward L. Bernays and Ivy Lee. In Brazil, this type of communication started being utilized in the 70s by executives who had recently left multinational companies and brought this concept to the national market.


Communication is one of the most important activities in the corporate world. It is the manner in which brands are noticed and taken in by a myriad of audiences, which range from consumers and representatives, to other companies that are responsible for purchase and distribution, among others.


Propaganda and communications combines a series of disciplines that range from advertising — the purchasing of paid spaces for placement of pre-formatted ads — point of sale (POS) initiatives and direct marketing, to PR or Press Agencies.


Art Presse developed a methodology for analysis and immersion in the business development processes of its clients in order to offer strategic communication services that have a comprehensive vision of the paths and possibilities to be taken towards the construction of brand “scenarios of perception”.


This kind of approach — known as “neutral media” — stems from the principle that a company must understand the reason for its own existence, the principles of its founders and how it stands out from the rest. Communication becomes, therefore, a projection of the company’s integrity. The work undertaken to project a brand’s “persona” is rooted in these ideals and not in the instruments readily available in publicity or PR.


The neutral media standpoint is important in that it places Art Presse’s consultants on favorable footing in terms of assuring that the best and most adequate tools and directions are being presented to clients at any given moment.


Matrix Concept: Integrated Communication

We work with the matrix concept of communication, a basic document that unifies all the infor-mation of any given company. We use this information as a source to compile and create:


- presentations, folders, texts, announcements, press releases
- power-points
- sites, internal/external corporate blogs
- reports and annual balance sheets
- books, albums, magazines, flyers, manuals
- e-bulletins, e-newsletters and annotated clipping reports
- events
- PR coverage
- web initiatives — google, wikipedia, communities, etc


These are geared towards company’s various target audiences and stakeholders, such as:


- internal audiences (endomarketing)
- shareholders
- clients and prospects
- companies, public/private institutions
- providers
- journalists and opinion leaders in diverse areas


In summary, the matrix concept offers companies a comprehensive view of the possibilities in communicating efficiently and effectively with diverse audiences through various means, all while maintaining overall unity and control over what is being passed on.

Matrixes, tools for communication and target audiences generate a necessity for establishing a general consensus on overall concepts and objectives before any proper communication takes place. In fact, once these are established, they are imperative in orienting and directing communication strategies. Below is a comprehensive list of services we offer in this area:


Consulting, Strategy and Planning — comprehensive shadowing, study preparation, research, polling, pre-projects, projects and budgets.


Image, identity, product and service evaluation — projects, planning and operation, with an emphasis on the unification of internal/external communication services with branding in mind.


These services, in general, should precede whenever possible the operation of specific services — orienting, seeking unity, focus and maximization of investment.

Zeitgeist: Spirit of Time