Mark Up

Name

Mark Up

Legal name

Mark Up

Website

https://markup.com.br

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Marketing Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Brand Activations & Experiential Campaign Design (MPAAAGAA)

akta.pro secondary industries

Experiential, Event & Sponsorship Marketing (BPAFAAAH), Activation/Experiential Creative Agencies (MPAAAAAO)

Keywords

• Live marketing services
• Brand experience agency
• Incentive programs
• Digital event management
• Corporate event production

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Professional Services - Live Marketing & Brand Experience: Customized consulting and execution services for live marketing, brand experiences, and events. Services range from strategic consultancy to complete event production.
2. Platform & Technology Licensing: Access to proprietary digital platforms including award portals, event management hubs, and campaign tools. Revenue generated through platform subscriptions and usage fees.
3. Incentive & Travel Programs: End-to-end incentive program management including travel logistics, rewards, and recognition solutions.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

Mark Up is a Brazilian live marketing and brand experience agency that designs and executes end-to-end corporate events, brand activations, incentive and recognition programs, and digital events for enterprise clients. The firm combines strategy consulting with proprietary digital platforms (awards portals, event management hubs, intelligent forums, and WhatsApp-audio campaign tools) to deliver phygital (physical + digital) experiences. Its service portfolio spans Incentivo 4.0, Relationship programs, Brand Experience, Digital Management Platforms, and Travel & Events, all unified under its "All Company" data-driven approach.

Product overview

Mark Up operates as a unified platform-plus-solutions architecture, offering tailormade strategic solutions oriented by data-driven methodologies across five core service areas: Incentivo 4.0, Relacionamento (Relationship), Brand Experience, Plataformas Digitais de Gestão, and Viagens e Eventos. The product portfolio is organized around a central digital management platform hub that connects the entire business chain, complemented by named strategic solutions including Prêmio Ideall (awards and recognition), Vendavall (sales incentives), Digitall Play (digital campaign creation with WhatsApp audio support), iForum (intelligent forums for digital events), and All Trends (trends and insights). Clients additionally receive access to an exclusive awards portal and digital event management capabilities, all tied together through the company's data-driven strategy approach.

Differentiator

Problem solved

Functional benefit

Brands

• Prêmio Ideall: Award solution within Mark Up's strategic solutions portfolio.
• Vendavall
• Digitall Play
• iForum
• All Trends

Products and services

• Prêmio Ideall (Awards & Recognition Solution) An awards and recognition solution that enables enterprise clients to create and manage incentive programs and award campaigns for employees, sales channels, and partners.
• Vendavall (Sales Incentive Solution) A sales incentive and performance management solution designed to drive sales force engagement and results through tailored incentive programs for enterprise sales teams.
• Digitall Play (Digital Campaign Platform) A digital platform for creating and administering marketing and incentive campaigns, with capabilities for WhatsApp audio-based campaign creation and management, targeting enterprise brand and marketing teams.
• iForum (Intelligent Forums for Digital Events) An intelligent forum solution for hosting digital events, professional community interactions, and client engagement forums for enterprise audiences.
• All Trends (Trends & Insights Solution)

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• MKG: Creative experiential marketing agency blending brand experiences, content, and digital platforms for enterprise marketers. Comparable to Mark Up on integrated phygital campaign delivery, content-led activations, and use of proprietary event technology.
• Momentum Worldwide: McCann Worldgroup's brand experience agency specializing in experiential marketing, events, sponsorships, and shopper/retail activations. Comparable to Mark Up on integrated physical+digital experiential campaigns for global enterprise brands.
• Sparks: Omnicom-owned brand experience agency focused on live experiences, exhibits, and digital activations for enterprise clients. Direct overlap on event-driven experiential work and proprietary engagement platforms targeting the same Fortune 500 buyer cohort as Mark Up.
• George P. Johnson Experience Marketing: Long-standing global experience marketing agency (within Omnicom) focused on events, brand activations, and proprietary digital platforms for enterprise accounts. Closely overlaps with Mark Up on live events, digital event hubs, and programmatic brand experience delivery to Fortune 500 clients.
• Jack Morton Worldwide: Global brand experience agency (part of Interpublic Group) that designs live, digital and hybrid brand experiences and events for enterprise clients. Directly comparable as a full-service experiential agency targeting the same multinational brand budgets Mark Up pursues with its corporate event, activation, and digital platform portfolio.
• Octagon: Global experiential marketing and sports/entertainment agency (Interpublic) operating across sponsorships, events, and brand activations. Comparable to Mark Up on enterprise-scale event execution, brand activations, and digital engagement layers surrounding physical experiences.

Regional players

• Artplan: One of Brazil's largest independent full-service advertising agencies, with capabilities spanning campaigns, content, and brand activations. Operates in the same São Paulo enterprise marketing services market as Mark Up and competes for overlapping client budgets.
• Lew'Lara\TBWA: Brazilian creative advertising agency within TBWA's global network, serving large Brazilian and multinational brands with integrated campaigns and activations. Comparable to Mark Up as a Brazil-headquartered agency competing for the same enterprise client roster and brand experience work.

Broad incumbents

• GES (Global Experience Specialists): Large-scale events and experiential marketing provider (part of Viad Corp) offering end-to-end event production, exhibits, and engagement programs. Overlaps with Mark Up on large enterprise event execution but with a broader, more infrastructure-heavy portfolio.
• BCD Meetings & Events: Global corporate meetings, events, and incentive program management provider (part of BCD Travel). Comparable to Mark Up's Viagens e Eventos and Incentive practice; broader in scale and infrastructure but overlapping on enterprise incentive travel and event programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mark Up