FSB

RELATIONSHIPS DRIVE

RESULTS

CLIENTS SERVED

OVER 500

KEY CAPITAL CITIES

4 OFFICES IN

100% BRAZILIAN

COMPANY

#Somosexperiência

It has been 45 years of excellence and pioneering in the Public Relations market and strategic reputation management. Since 1980, we have brought together top-tier professionals and expertise to guide leaders and organizations in their communication strategies, always with the purpose of generating value for their brands and achieving business goals and objectives in both the private and public sectors.

Our experience, grounded in the legacy of our founder, Francisco Soares Brandão, enables specialized, results-driven image and reputation management. We have developed our own methodology to map and connect stakeholders with engaging messages, delivered through the most relevant communication channels in the market.

With more than four decades of history, FSB is the ideal partner to innovate your strategy and protect your organization’s most important asset: its reputation.

OUR PRINCIPLES

Focus on Reputation

We are partners in protecting your most valuable asset. Our expertise in Public Relations and Crisis Management provides strategic protection for your brand. We build and maintain your audience’s trust with ethics and clear, assertive communication.

Integrated Vision

We deliver 360° communication. We combine the depth of traditional reputation management (PR) with the speed of the digital world. Your message gains strength and consistency across all channels, reaching and engaging your audiences efficiently and in alignment.

Data Driven

Strategies that deliver real results are born from data. We use advanced intelligence and market analysis tools to map scenarios and identify exclusive insights. We turn information into decision-making power and impactful, measurable narratives.

OUR SOLUTIONS

Reputation Consulting & Diagnostics

We create and manage your brand’s entire Communication Ecosystem. We develop integrated strategies to build cohesive narratives, ensuring your communication reaches and engages audiences across all platforms.

Crisis

We are specialists in Crisis Management, offering full preparation, including the development of a detailed Crisis Manual. Our work focuses on protecting and reaffirming reputation, providing fast, strategic responses to mitigate conflicts and preserve your organization’s image.

Digital

We manage your online presence with excellence. Digital services include Social Media Management, Influencer Marketing, Digital Content, Social Listening, and Paid Media (Social Ads), as well as LinkedIn Management for executives and companies.

PR (Public Relations)

We build and strengthen strategic relationships. We offer Press Office, Internal Communications, Events, Influencer Mapping, and Strategic Communications Planning, including media coverage reports, design, and clipping service contracting.

Training

We prepare your spokespeople for any interaction. Our specialized Training includes Media Training (for crises, PR, and digital) and Message Training for critical communications such as investors, pitches, or board results, ensuring clarity and confidence in delivery.

CASE HUAWEI

From a low profile to the 5G auction

During 5G regulation, Huawei Brazil faced strong resistance from the Federal Government, influenced by alignment with the U.S. and pressure to restrict the use of its equipment in ANATEL’s auction. In a highly polarized environment, Seta and FSB led an integrated Communication and Government Relations strategy to reinforce the importance of a free, competitive and transparent market.

All actions were coordinated to influence government and key stakeholders, highlighting Huawei’s long-standing partnership with Brazil, its technological capability and reliability—mitigating risks, avoiding regulatory distortions and strengthening positive narratives about
the company.

Results:

In August 2021, the 5G auction notice was approved by the Federal Court of Accounts (TCU), and in October 2021 the auction took place without any commercial restrictions on Huawei.

GERDAU CASE

Gerdau at Rock in Rio: innovation, sustainability, and inclusion to attract a younger audience

With 121 years of history and leadership in steel production in Brazil, Gerdau aims to position itself as a love brand, getting closer to young brands and themes such as innovation and sustainability. The partnership with Rock in Rio emerged as an opportunity to reinforce this modern, engaged image connected to new audiences.

The strategy was to launch the partnership through an innovative press conference, bringing together journalists and influencers to present Gerdau as a century-old brand that is contemporary and constantly evolving—highlighting its commitments to innovation, sustainability and inclusion.

Results

625 articles

Earned media: R$ 41.2 million

Reach: 1.2 billion page views

DANONE CASE

We turned digital presence into real impact, converting awareness into consistent growth

Starting in April 2025, FSB began providing PR and Digital services to increase Danone’s awareness, strengthen its reputational cushion, and position it as a company committed to health, nutrition, and the ESG agenda. The focus included creating levers for COP30 and giving visibility to the Jornada Flora case, on regenerative agriculture.

The strategy integrated media relations, interviews, strategic meetings, event presence, and press trips, reinforcing the pillars Health, Nature, and People and Communities. We addressed topics such as B Corp recertification, sugar reduction, Jornada Flora, and the COP30 agenda. On digital, we launched Danone Brazil’s TikTok and accelerated Instagram growth, surpassing 100,000 followers.

Results

Overall growth (March → October 2025):
Followers: 1,298,290 → 1,326,742 (+2.2%)
Impressions: 179,563 → 33,215,962 (+18,398%)
Interactions: 7,772 → 1,441,960 (+18,453%)
Engagement: 4.69% → 9.47% (+101.92%)

BYD CASE

Camaçari plant: from a work in progress to an image of excellence

The brand aimed to host the first press visit to the new plant in Camaçari (BA), even with construction still in its final stages—something that could generate negative perceptions among opinion leaders.

We anticipated a possible negative reaction from the press and, together with the client, took a proactive approach: on the eve of the visit, during the welcome dinner, we held one-on-one conversations with journalists to share key messages and carefully and strategically align expectations.

This preparation created an environment of receptiveness and understanding. The next day, journalists arrived at the plant already briefed, enabling a more qualified and engaged immersion in the operation.

Results

The experience exceeded expectations: the plant’s structure positively surprised visitors, resulting in organic coverage aligned with the brand pillars and focused on the operation’s differentiators. The relationship-building strategy and prior alignment were decisive to the success of the press trip.

L’ORÉAL CASE

Leadership in diversity and inclusion with the creation of the Afroluxo Program

A proprietary L’Oréal study highlighted gaps in service for the Black population in luxury retail. From there, Afroluxo emerged—a program to combat racism in the luxury market. This initiative helped the brand advance the debate on the Black consumer experience in the luxury sector, leading to the publication of the Code for the protection and inclusion of Black consumers, in partnership with the Mover collective.

The #1 luxury beauty brand also expanded its portfolio by incorporating a more diverse range aligned with Brazilian plurality. But where to launch it? How to attract the press’s attention? With the participation of the FSB team, the chosen city was Salvador, outside the axis normally selected for these events, in line with what Afroluxo aimed to achieve: inclusion and diversity. The capital of Bahia is known for having one of the largest Black populations in the country, which helped L’Oréal win over yet another territory in the beauty market.

Results

60 influencers in attendance
+200 social media posts
1M potential social impact

ENGIE CASE

Proprietary podcast to address complex topics in the power sector

To promote Engie and ensure the brand’s authority in its field, FSB created a podcast for Engie, featuring renowned guests such as Ana Toni, National Secretary for Climate Change; Heloísa Borges, director at EPE; Agnes Costa, director at Aneel; and Solange Ribeiro, VP at Neoenergia.

Results

In the latest season, 22 episodes were released, with nearly 3 million views on YouTube and LinkedIn and almost 8,000 on Spotify.

Líderes

Darse Júnior

HEAD RJ

Journalist with more than 20 years of experience working with Brazil’s state and federal government spheres.

Leandro Conti

HEAD SP

More than 20 years of experience in local, regional and global leadership roles in Communications, Marketing, Government Relations and ESG.

Anna Gomide

PARTNER & MANAGING DIRECTOR RJ

More than 20 years of experience in Corporate Communications. Specialist in crisis management, integrated communications, branding and media relations.

Betina Bernardes

PARTNER & MANAGING DIRECTOR RJ

With more than 30 years of experience in Communications, she works on the reputation of major brands across sectors such as energy, retail and infrastructure.

Mariana Pinheiro

PARTNER & MANAGING DIRECTOR RJ

No LinkedIn bio yet; awaiting information.

Rennan Soares

PARTNER DIRECTOR RJ

Journalist with more than 15 years of experience in communications advisory and social media, serving clients in sectors such as economy, oil & gas and technology.

Chris Botan

PARTNER & MANAGING DIRECTOR SP

With more than 25 years of executive leadership experience, she specializes in communications, marketing, customer experience, products and strateg

Marilia Paiotti

PARTNER & MANAGING DIRECTOR SP

Journalist with a postgraduate degree in Corporate Communications. Over the past 15 years, she has served as an agency director, working with banks and investment funds.

Paula Barcellos

PARTNER & MANAGING DIRECTOR SP

Journalist with more than 20 years in the market. At FSB since 2011, leading communication projects for hospitals, health plans and pharmaceutical industries.