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Now part of the Publicis Worldwide network, Talent was one of the biggest of the locally grown marketing groups which continued to play an important part in the Brazilian advertising industry until comparatively recently. Independent for many years, it sold a 49% stake in 2010 to Publicis Groupe, for a sum rumoured to be as much as $110m. Publicis acquired a further 11% of equity in 2011 bringing its holding up to 60%, and acquired the remaining shares in 2013. The agency was aligned with Publicis Worldwide's satellite agency in Paris, Marcel, becoming Talent Marcel in 2015. Local researcher Ibope estimated billings of approx $630m in 2019, placing Talent as the local #9 agency. Talent has long been admired as one of Brazil's most creative agencies, responsible for coining several of the country's best-known advertising slogan, including "Nao e assim uma Brastemp (It's not exactly a Brastemp)" for Brastemp appliances, "Pergunta la no Posto Ipiranga (Ask over there at Posto Ipiranga)" for Ipiranga petrol stations and "Tem NET e tem tipo NET (There's NET and there's kind-of-NET)" for Net broadband and cable TV. The business was founded in 1980 by Julio Ribeiro, an experienced account executive whose advertising career began in 1958 at McCann Brazil and later spanned several other leading agencies including Denison and his own Julio Ribeiro Mihanovich. Supported by creative partner Ana Carmen Longobardi, Ribeiro set Talent an early brief of having no more than 10 clients, and he avoided all cigarette, hard liquor and government accounts. The agency's success meant that it had to accept a slightly larger client list, but it has kept its promise to avoid controversial accounts. Later Talent set its sights on a broader stage. It spun off a separate agency, Talent Biz, in 1999 but later merged that business back into the main agency. It also acquired stakes in other marketing services agencies, including highly regarded creative shop QG. Ribeiro retained only a part-time role in Talent following the Publicis deal, and retired at the end of 2014. He died in 2018 at the age of 84. CEO Jose Eustachio moved up to chairman in 2015, and was replaced as chief executive by CCO Joao Livi.
Capsule checked 23rd December 2020
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Adbrands Social Media 4th Dec 2018: "Chase". It's just like every day in the Adbrands office... Talent Marcel in Sao Paulo is behind this insane campaign for a new guarana-enhanced version of popular soft drink Itubaina, from what is now Heineken Brazil. (It was previously part of the old Schincariol brewery business, bought by Heineken from Kirin last year). Clearly, the Talent creative team had consumed several cases of the caffeine-rich product before coming up with such craziness. We hope someone was able to talk them back down again.
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