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Brazil and
its external image
ROBERTOGIANNETTIDAFONSECA
pagE 22
The author initiates saying that
the construction of a good
external image is vital for any
nation, since this is a source of
political and economic
advantages. In order to do that,
however, it is essential to
objectively evaluate strengths
and weaknesses.
Brazil’s external image remains
associated with icons such as
carnival, beaches, soccer and
friendliness. Even if they are
benign, these elements lack
economic substance. In this
context, the author describes
the work developed by public
and private institutions
aimining at stimulating the
entrance of more tourists and
investments.
The article goes on to enumerate
examples of significant events in
the areas of culture, sports,
tourism and business which may
successfully be mustered to
enhance the country’s image.
Summing up, it states that the
final objective will always be to
put emphasis in the excellence
of the products Brazil exports,
from shoes to medium-range
aircraft.
Our international
agency
CLAUDIAPENTEADO
pagE 28
FischerAmérica is the only
Brazilian advertising agency
which operates in nine Latin
American countries. The agency
belongs to Totalcom, a holding.
Eduardo Fischer founded it, in
1977. In 1990, with the conquest
of the US$ 60-million Brahma
account, the agency improved
and developed a concept of Total
Communication: a mix of
services which aim at covering
all clients’ needs in the area of
market communication.
The expansion project began in
1995, with the exporting of the
Brahma brand to other markets in
Latin America. FischerAmerica
started with partner agencies in
Argentina and Venezuela.
Presently, the project results
break even in some of the
markets, show a profit in
Argentina and losses in Mexico.
Fischer, however, is set on his
goals, pointing out that no
international network of agencies
