By Brazil Stock Guide – FSB Holding has completed the acquisition of advertising agency Calia, one of Brazil’s most established players, in a deal fully funded with internal capital. The transaction boosts the group’s media purchasing power to R$700 million and expands its integrated communications and reputation management ecosystem to 12 companies, according to Brasil247.
Building a cross-platform communications powerhouse
CEO and controlling partner Marcos Trindade called the acquisition a strategic milestone that strengthens the firm’s full-spectrum communications model — from public relations to advertising. “With Calia’s offline experience, Jotacom’s digital edge, Santeria’s creative production, and Deck’s influencer network, our goal is to rank among the top media buyers in the country,” Trindade said.
Calia brings scale, reputation, and public-sector reach
Founded 29 years ago with offices in Brasília and São Paulo, Calia is known for large-scale institutional and service campaigns. Its client portfolio includes Caixa Econômica Federal, Britânia, Embratur, the Presidency’s Communications Secretariat, and the Ministry of Health. Partner Gustavo Mouco will remain as head of Calia, while president Humberto Pandolpho joins FSB’s advertising council and vice-president José Augusto Nigro stays in daily operations.
Expansion strategy amid a consolidating market
The deal follows FSB’s acquisition of Santeria in 2025 and Jotacom in 2022. Partner Diego Ruiz, who oversees growth and investments, said the move aligns with an industry consolidation trend: “Brazil’s advertising market grew 10% in 2024 to R$88 billion, according to Kantar Ibope, creating significant opportunities for integrated groups like ours, which now serve more than 400 clients.”
Private-sector growth momentum
Partner Alexandre Loures, head of the group’s private-sector business, noted that Jotacom’s revenue has surged 300% since joining the group, reinforcing the weight of private clients, now accounting for 70% of total turnover.
Largest reputation-management ecosystem in Latin America
With over four decades of operations, FSB Holding remains the region’s largest integrated platform for communications and reputation management, encompassing brands such as FSB Comunicação, Loures Consultoria, Giusti Creative PR, Seta, Beon, Nexus, Santeria, Deck, Involv, and Bússola.