Havas Sports & Entertainment

Media Center


Press Release, December 4th 2012


Havas Sports & Entertainment (HS&E), the global brand engagement network of Havas, has today announced a strategic partnership with independent Brazilian experiential marketing agency, Benza Promotions & Events.

Based in Rio, Benza will expand HS&E’s global brand engagement offering in this growing market in the run up to the 2014 FIFA World Cup Brazil™ and the Rio 2016 Olympic and Paralympic Games.

Benza’s extensive track record in event creation and production will complement HS&E’s operations in São Paulo, which offers brands and institutions a wide-range of specialized services including strategic consulting and planning, sponsorship activation, brand content, events and promotion. HS&E has been present in the Brazilian market for over two years, benefitting from the support of Havas Brazil, and has worked for clients such as BMW, Entourage, Hyundai, Louis Vuitton, Tetrapak, and Wipro.

Managed by founder Marcelo Benzaquem, Benza adds an attractive client base to the partnership, particularly its relationship with The Coca-Cola Company, already a client of HS&E and its recently-acquired US-based experiential agency ignition (which holds a prestigious ‘global partner’ status).

Lucien Boyer, President & Global CEO, HS&E commented:

“This partnership will up-weight the services we deliver to current clients – which includes 11 Olympic sponsors during London 2012 – particularly as global brands and sports organizations prepare their strategies and activations around the World Cup and the Olympic Games in Brazil.”

“Marcelo's team has delivered exciting, creative campaigns that place celebration at the center of sports and entertainment events. Our agencies share a common spirit which will help us engage Brazilian and international fans in meaningful ways. We will achieve great things together from this close collaboration at such an important time for Brazil.”

Marcelo Benzaquem, Founder of Benza added:

“We are delighted to join HS&E and benefit from the track record, insight, and global perspective of a network that is present in over 20 markets. We look forward to working together closely and offering innovative, integrated solutions to our clients.”

HS&E Brazil Strategic Development & International Event Manager, Noémie Claret, will be in charge of developing synergies and new business between the two agencies, as well as between other sister agencies managed by Havas Brazil and Havas Digital Latin America CEO, Ricardo Reis.


Note to the editors:


Havas Sports & Entertainment

Global: Julia Furman
T: +33(0) 1 58 47 82 72

Brazil: Noémie Claret
T: + 55 11 28 89 56 90


Marcelo Benzaquem
T: +55 21 8167 7781

Benza PR: Aura Pinheiro
T: + 55 21 8778 1316

About Havas Sports & Entertainment

Havas Sports & Entertainment is the global brand engagement network of HAVAS.

Our 36 offices in 20 markets include Havas Sports & Entertainment, Cake Group and ignition agencies, and our strategic partner Seven46. We deliver strategically sound creative solutions based on insight, experience and a deep understanding of what binds people together into communities: shared passions.

Our mission is to create meaningful relationships between brands and fans through their passions using creativity, media and technology. 

Whether it be sponsorship, content creation, partnerships, celebrity endorsement, social media, PR or live brand experiences, we recommend innovative engagement solutions to ensure ongoing conversations with fans today and tomorrow. 

Havas Sports & Entertainment’s international clients include:  adidas, American Express, Atos, BBVA, British Airways, BP, The Coca-Cola Company, Danone, Delta Air Lines, EDF, ESPN, IKEA, Hyundai, Kia, Lloyds Banking Group,  LVMH, Mars, Nintendo, Orange, Procter & Gamble, PSA Peugeot Citroën, Reckitt Benckiser, Santander, Sony, the United Nations Foundation, Victoria’s Secret, and Yahoo! and sports organizations such as the Argentinean Tennis Association, the English Premier League, FIFA, the French Golf Federation, the Italian Rugby Federation and Roland Garros. 

Further information can be found at www.havas-se.com or follow us on Twitter at @Havas_SE

Havas Sports & Entertainment is the official organizer of the Global Sports Forum

About Benza :

With over seven years in the Brazilian market, Benza Promotions & Events offers an array of marketing services. With experience in creating and producing corporate events,  brand experiences, conventions, promotional activities, cultural and sustainable events, we offer our clients innovative solutions that engage, create impact and meet objectives.

Being a creative events agency, we are a reliable partner for our clients and distinguish ourselves through our ability to perform above and beyond expectations. We have the commitment of a large agency, the agility of an exclusive supplier and the creativity of a winning team. Through our strong global partnerships, we are able to produce events anywhere in the world while remaining close to our clients.

With our ability to perform efficiently and accurately, we have been developing creative, unique events that satisfy customers, promote our clients’ products and services, all while offering tailored-made solutions that meet our clients’ every need.

For more information about Benza: www.benza.com.br/