1. LATINAMERICA
Public Affairs Capabilities
Regional practice credentials

2. Content
GEOGRAPHIC COVERAGE
ABOUT EDELMAN
PUBLIC AFFAIRS CAPABILITIES
OUR INDUSTRY EXPERIENCE
CASE STUDIES
PA EXPERTS IN THE REGION

3. The world has shifted
THE ROLE OF PUBLIC AFFAIRS
The region has
grown consistently at
a 5.5 percent annual
rate prior to the Latin American
global crises and governments,
tens of millions although leaning to
people have migrated protectionist
to the new middle agendas, are eager
class. to stimulate local
The rise of Latin Direct Foreign
America has caught Investment in Latin economies.
the world’s attention America reached As interest in the
due to its strong US$ 159 billion in region continues to
financial 2010, up 13 percent grow, it is of upmost
performance. The against 2009 and a importance for local
region is now a prime record in the last 10 and foreign
destination for years. companies alike to
foreign direct understand the
investment and a hot regions regulatory
bed for business. and political
3
environment.

4. So similar, yet so different
WHAT DRIVES LATIN AMERICA?
Despite of the differences in terms of language, culture and
government regulations, Latin America has also important
similarities, leveraged in recent decades by:
• The race for better infrastructure projects
• The energy generation potential and the need to diversify the
local sources of energy
• The fight for hunger eradication, unemployment, health
coverage and illiteracy
• The exponential growth not only as a consumer market, due to
the millions of new middle-classers, but also as a producer of
consumer goods
• The strengthening of basic industries
• The increasing arrival of high technology industries 4

5. About Edelman

6. Our Global Presence
UNITED STATES ASIA PACIFIC EUROPE & MIDDLE EAST CANADA
Atlanta, GA Orlando, FL Bangalore, India Mumbai, India Abu Dhabi, UAE London, Great Montreal,
Austin, TX Portland, OR Beijing, China New Delhi, India Amsterdam, the Britain Quebec
Chicago, IL Sacramento, CA Guangzhou, China Seoul, Korea Netherlands Madrid, Spain Toronto, Ontario
Dallas, TX San Francisco, CA Hong Kong Shanghai, China Baarn, the Milan, Italy Vancouver, BC
Houston, TX Seattle, WA Jakarta, Indonesia Singapore Netherlands Munich, Germany LATIN AMERICA
Los Angeles, CA Silicon Valley Kuala Lumpur, Sydney, Australia Barcelona, Spain Moscow, Russia Buenos Aires,
Miami, FL (San Mateo, CA) Malaysia Taipei, Taiwan Berlin, Germany Paris, France Argentina
New York, NY Washington DC Melbourne, Australia Tokyo, Japan Brussels, Belgium Rome, Italy Mexico DF, Mexico
Dublin, Ireland Stockholm, Sweden Sao Paulo, Brazil
Frankfurt, Germany Warsaw, Poland Rio de Janeiro,
Hamburg, Germany Brazil
4,000 employees in 54 offices
World’s largest independent firm 6

7. A closer look into Latin America
Structure in the region Miami
 More than 240 employees Mexico City
 6 Offices + 10 Affiliate Agencies
Affiliated Offices
 Bolivia
 Chile
 Colombia
 Central America and Caribbean
Brasília
 Ecuador
Rio
São Paulo
de Janeiro
 Paraguay
 Peru
Buenos Aires
 Uruguay
 Venezuela
7

8. Our Leadership
MEXICO
Roberto Arriola
Public Affairs
Jere Sullivan Gail Becker
Global Chairman President Western
Public Affairs Region
Chair, Latam & Canada
BRAZIL
Ronald Mincheff
President of Edelman
Brazil
Top 10 –
15 PA Experts Quality
Program
ARGENTINA
Axel Flügel
Head of Public Affairs in
Latin America
Regional Strategic
Integration Triangulation
8

9. Public Affairs Capabilities

10. “ The world has shifted – from a
shareholder to a stakeholder
environment. We have to participate in the
conversations and increase visibility by ”
building strong alliances.
Jere Sullivan, Edelman Global Chairman, Public Affairs
10

11. How we work
Corporate
intelligence
Public opinion
Community
& reputation
relations
building
Government
Legislative relations and
intelligence regulatory
framework
11

12. Public Affairs Services in Latin America
Corporate Public Government
Opinion & Relations &
Intelligence
Reputation Regulatory
Building Framework
Research and Design and Strategic approach
analysis of issues redesign of key to high-profile
that may affect the messages and influential authorities
operation, position papers as (executive and
profitability or well as legislative
business cooperation in the branches), oriented,
expansion from dissemination 1:1 interviews and
private, strategies through specific events to
governmental or opinion leaders influence public
nongovernmental and key decision policy decisions,
sources that allow makers within acquisitions,
Edelman’s client a business licenses,
better informed operations. concessions, official
decision making. regulations, laws,
regulations, etc.).
12

13. Public Affairs Services in Latin America
Legislative Community
Intelligence Relations
Timely and relevant Strategies to
information in order obtain social
to anticipate approval of
events, identifying controversial
legislative investment
opportunities and projects.
threats. Privileged Approach,
access to deputies, persuasion and
senators and staff negotiation with
support for the key stakeholders.
promotion of Design and
favorable implementation of
conditions for community plans
business. as a measure of
investment
protection.
13

14. Roadmap / Methodology
14

15. Our Industry Experience
Infrastructur Agribusiness Crisis
Healthcare
e & Energy & Foods Management

16. Infrastructure Agribusiness Crisis
& Energy
Healthcare Management
& Foods
Infrastructure & Energy
Building Strong Alliances
 Edelman has approached key infrastructure clients to senior
strategic stakeholders at the government, securing the increase of
the awareness for public-private partnerships for oil and gas,
energy, healthcare and aviation projects.
Edelman has daily monitored several sources of information to
keep clients informed and help leverage business opportunities in
key infrastructure areas such as oil & gas and the pre-salt
exploration, energy generation and distribution, different energy
sources as biomass, bioenergy & ethanol, wind, solar, hydroelectric
and thermoelectric, among others.
Edelman has developed weekly intelligence reports to key
infrastructure companies approaching the country to help them
make quicker and more decisive decisions on business strategies.
16

17. Infrastructure Agribusiness Crisis
& Energy
Healthcare Management
& Foods
Agribusiness & Foods
Positioning Clients & Influencing Legislation
 Brazil hashas advocated to infrastructure clients to senior strategic
Edelman approached key establish a favorable business
environment at launching the GMO seeds in increase of the
stakeholders for the government, securing the Brazil, showing to the
government how the clients partnerships for oil and gas, can
awareness for public-privatefrom the biotechnology sectorenergy,
contribute and aviation projects.
healthcareto finding solutions to sensitive agribusiness issues, such
as royalties, segregation, food security, among others.
In Brazil, Edelman has daily monitored several sources of
Edelman has helped the food industry on engaging costumers and
information in order to keep clients informed and help leverage
partners opportunities in key infrastructure areas such as oil
businessin the discussions about eating habits and specific & gas
legislation for food.
and the pre-salt exploration, energy generation and distribution,
different energy sources as biomass, bioenergy & ethanol, wind,
 solar, hydroelectric and thermoelectric, among others.
Edelman has monitored the key public departments involved with
agribusiness to inform out clients in advance about possible
In Brazil, we this industry in the country.
directions of have developed weekly intelligence reports to key
infrastructure companies that wants to approach this country to
help them to make quicker and more decisive decisions on
business strategies.
17

18. Infrastructure Agribusiness Crisis
& Energy
Healthcare Management
& Foods
Healthcare
Monitoring Opportunities
Edelman has positioned key clients to the most important
stakeholders of the healthcare industry such as the Ministry of
Health, NGOs, universities and reference hospitals to influence
legislation or include healthcare equipment in the Public Healthcare
System.
Edelman monitors opportunities in the healthcare segment such as
partnerships, investments and public bids to deliver market
intelligence to our clients.
 Edelman has mapped stakeholders and designed engagement
strategies for several big laboratories such as Abbott, Jansen Cilag
and Pfizer, driving their interest amongst key decision makers.
18

19. Infrastructure Agribusiness Crisis
& Energy
Healthcare Management
& Foods
Crisis Management
Preparing Clients for Adverse Scenarios
Edelman developed Crisis Management plans and training
sessions for clients from several industries, such as infrastructure,
fertilizers, consumer goods, aviation and healthcare. Recently the
team trained more than 100 employees from six different units of a
paper industry’s client.
Edelman has helped clients to manage key important crises in Latin
America, including a recent global crisis for the aviation industry
and local crises regarding mining, pension companies, etc.
Edelman has developed the Crisis Communications Management
Center, the first customized digital platform designed specifically to
address nowadays crisis within the current implications.
19

20. PA Experts in the Region
20

21. Public Affairs Team in Argentina
Axel Flügel
Regional Lead – Public Affairs
Axel Flügel is the LatAm Public Affairs Lead and Argentina Public Affairs Director.
He is in charge of developing governmental relations strategies for clients.
Lately he has worked with companies as Kraft Foods, Abbott, Pfizer, Janssen Cilag,
Metrogas, MasterCard, Tyco, HP, Autodesk and Symantec.
He has driven several Public Affairs programs including engagement plans,
stakeholders mapping, crisis management, and legislative & regulatory
intelligence so as to shape public policies.
He’s former Chief of Staff for Buenos Aires City’s Transport Secretary and former
Chief of Staff for current Buenos Aires City’s Ministry of Education. He was in
charge of
He has also directed several political campaigns for Mayor and national
representatives’ candidatures as Chief of Campaign, in charge of not only
communication but general strategy and administration of the campaigns.
Axel has a degree in Political Sciences in Buenos Aires University – where he
graduated, and a post degree in Political Economics in FLACSO. He is fluent in
English and Spanish, and has basic knowledge in Portuguese and Italian.

22. Public Affairs Team in Brazil
Carlos Correcha
Vice-President – International Public Affairs
A native from Bogotá, Colombia, Carlos Correcha joined Edelman in 2004. He is a Vice
President on the International Public Affairs team in Washington. D.C. where he handles
daily activities for the Panama Canal Authority (ACP), an autonomous agency of the
Government of Panama in charge of managing and operating the Panama Canal. The
account team received the prestigious 2008 Silver Anvil and 2008 Chairman’s Award for
the communications campaign conducted on the historic
Currently, Carlos is part of a prestigious Edelman program for which he is working in São
Paulo, Brazil for 18 months.
Before joining Edelman Washington, Carlos handled daily activities and coordinated
public relations campaigns for Edelman’s Miami and Latin America markets for United
Parcel Service (UPS) and Boeing Commercial Airplanes.
Carlos was responsible for the planning and successful execution of UPS’s first ever
independent study on small-and-medium sized enterprises in Latin America, nominated
for the Gold and Silver SABRE awards by the Holmes Report (2007). Carlos also handled
the coordination and execution of Boeing’s first aviation symposium in Bogotá, Colombia
with the participation of government officials, opinion leaders, local airline chief
executive officers and top media.
Carlos has a bachelor’s degree in liberal studies with a concentration in public relations
and advertising and minor degrees in marketing and political science from the University
of Central Florida. Carlos is fluent in English, Spanish and Portuguese.

23. Your Edelman Team
Public Affairs Team in Brazil
Debora Comenalli
Senior Account Supervisor - Public Affairs
Debora Comenalli is a Senior Account Supervisor for the Public Affairs Group at Edelman
Brazil. She joined the company in July 2008, as an account executive, to lead General
Electric account, active in the production and maintenance of aircraft engines, financial
services, power generation, water processing, and healthcare. Debora has been responsible
for significantly expanding Edelman’s GE engagement in the last three years.
For GE, Debora has developed strategies and coordinated important campaigns, including
the Global Research Center launch in Brazil in November 2010; CEO Positioning for key GE
businesses - including the company’s CEO, Jeff Immelt; and the inauguration of several
company plants in Brazil.
Debora is experienced on technology and energy infrastructure subjects at Edelman in
Brazil, and has dealt, in a daily basis, with very strategic communications experts from
those industries, with close relationship to key communications departments of companies
such as Petrobras, Vale, EBX Group, MRS Logistics; significant stakeholders as Research
Institutes, NGOs, Associations and government officials from the science and technology
areas. Also at Edelman, Debora developed and coordinated Silver Lake’s engagement
program in Brazil.
Debora is fluent in English and Portuguese. She lived in United States for two years, where
she worked for the Peruvian Embassy in Washington, DC, and took advance courses in
corporate communications and public relations.
Debora has a bachelor's degree in public relations from UNESP University in Bauru, São
Paulo state, one of the top three universities in the country.

24. Public Affairs Team in Mexico
Roberto Arriola
Vice-President –Public & Government Affairs
Roberto Arriola brings to Edelman over 15 years of experience in public affairs and
corporate communication in private companies, NGOs, industry, international agencies
and Mexican government agencies. His extensive experience includes negotiating with
government agencies and NGOs to promote a proper business environment and a
favorable public opinion.
For Mexican government he has worked on all three levels of government, as well as
Executive and Legislative branches of the Federal Government. Its performance has
been linked to public policy, with a strong component of inter-agency interaction with
private and social sectors.
For private sector, Roberto Arriola has been consultant for Mexican and foreign
companies representing them in negotiations facing Mexican government in the
promotion of projects, obtaining concessions and promotion of a favorable regulatory
framework in tourism, construction, pharmaceutical and real estate industries.
Roberto Arriola has been a researcher and professor at Universidad Iberoamericana.
He has been speaker at seminars on leadership, negotiation, public image and
emotional intelligence, among others.
Arriola holds a BA in Political Science and Public Administration and a Master in
Communication at the Universidad Iberoamericana. Furthermore Roberto is carrying
out a PhD on Strategic Management and Development Policy at the Universidad
24

25. Thank You
Copyright ©2010 Daniel J. Edelman, Inc. All rights reserved.
All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).