BTO+

What BTO+ does

BTO+ (legal name BTO+ Comunicação e Marketing Ltda., dba "BTO+ | Built to Order") is a privately held Brazilian brand experience and live marketing agency headquartered in São Paulo, founded in 2009 by Co-CEOs Natalia Reia and Beto Gutierre. The agency designs and produces bespoke brand experiences for large enterprise clients across Brazil, including events, trade show booths and estandes, brand activations, conventions, corporate celebrations, and immersive cultural and sponsorship programs. Service delivery is fully customized per client under the "Built to Order" positioning, spanning strategic planning, creative conception, operations, production, and on-site execution. Notable recurring engagements include Universo TOTVS (8 editions since 2014, up to 20,000+ attendees and 36,000 m²), MELI Celebra for Mercado Livre (37-city year-end program), Samsung Hope Relay, and Ericsson year-end celebrations across multiple cities.

The technology stack supporting the core service is light but includes two proprietary assets: Hello+, an in-house online streaming platform launched in 2021 for hybrid and virtual event transmission, and Deploy, a digital agency acquired in 2021 to expand digital marketing capabilities. A dedicated Project Management Office (PMO) has been in place since 2017 to structure delivery, and the agency has formalized a proprietary sustainability/ESG integration framework covering waste, water, carbon, and inclusive staffing. AI is used at the process level — Co-CEO Natalia Reia has publicly positioned the firm on AI applied to large events, including a panel appearance at Começa AI's Power Up — but no proprietary AI product or model is disclosed.

BTO+ monetizes through project-based professional services engagements with custom per-project pricing negotiated on scope, scale, and duration, often structured as multi-year contracts with enterprise clients. Go-to-market is consultative and relationship-driven via RFPs, pitches, and long-cycle enterprise sales. The firm serves a diversified enterprise roster across technology, telecommunications, banking/insurance, FMCG/beverages, luxury, agribusiness, healthcare, energy, and automotive verticals, and operates a national delivery footprint spanning at least 10 Brazilian states. Ownership remains concentrated with the founding Co-CEOs; no institutional investors, private equity backers, or public shareholders are disclosed.

Name

BTO+

Legal name

BTO+ Comunicação e Marketing Ltda.

Website

https://btomais.com.br

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

BTO+ is a privately held São Paulo-based brand experience and live marketing agency, founded in 2009, that designs and produces bespoke events, trade show booths, activations, and conventions for large enterprise clients across Brazil under a "Built to Order" model.

Ownership category

akta.pro rank

Product category

Brand Experience & Live Marketing Services

NAICS

Convention and Trade Show Organizers (561920), Convention and Trade Show Organizers (56192)

SIC

Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Operational Planning & Business Reviews (QBRs, Annual Planning, PMO/Portfolio) (THAHAMAI)

Keywords

• Live marketing services
• Brand experience agency
• Event production services
• Experiential marketing
• Trade show design

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

Revenue model

1. Brand Experience and Live Marketing Services: Project-based professional services revenue generated from delivering custom brand experiences including events, trade shows, activations, conventions, and digital experiences for enterprise clients. Revenue is generated through project fees, service contracts, and production costs billed to clients.

Pricing tiers

Go-to-market motion1 record

Core offering

BTO+ is a Brazilian brand experience and live marketing agency that designs and delivers 100% customized brand experiences for enterprise clients. Core offerings include event production, brand activations, trade show booth design and execution, conventions, corporate events, experiential marketing campaigns, and virtual/hybrid event transmission through its proprietary Hello+ streaming platform. Every project is built-to-order with strategic planning preceding creative execution, supported by a dedicated PMO and a sustainability integration framework.

Product overview

BTO+ is a brand experience and live marketing agency that operates as a single integrated service offering rather than a platform-plus-modules architecture. The company's core offering consists of live marketing services including event production, brand activations, trade show booth design and execution, conventions, corporate events, and experiential campaigns. Supporting this core business, BTO+ developed Hello+, an internal online streaming platform launched in 2021 for virtual and hybrid event transmission, and acquired the digital agency Deploy that same year to expand online capabilities. The flagship recurring engagement is the Universe TOTVS event, produced annually since 2013, representing a major long-term client partnership. All services are customized per client under the 'Built to Order' philosophy, delivered through specialized teams across planning, creation, operations, and production.

Differentiator

Problem solved

Functional benefit

Brands

• Hello+: Online transmission platform created in 2021 for virtual and hybrid events
• Deploy

Products and services

• Live Marketing Services Core service offering encompassing event production, brand activations, trade show booth design and execution, conventions, corporate events, and experiential marketing campaigns delivered for enterprise clients on a 100% custom 'Built to Order' basis.
• Hello+ Online Streaming Platform Proprietary online streaming and virtual event transmission platform used to deliver hybrid and virtual event experiences for BTO+'s enterprise clients, including large-scale conferences and congresses.
• Universe TOTVS Event Management Annual flagship technology and business conference managed end-to-end for TOTVS (strategy, curation, production, and execution) since 2013, scaling from 2,000 to 20,000+ attendees across 36,000 m² with 142 brand partners.

Quantifiable outcome

• Universo TOTVS grew from 2,000 participants (2014) to 20,000+ (2025), with exhibition space expanding from 13,813 m² to 36,000 m² over the same period.
• +3 more outcomes

Named customers42 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• TOTVSflagshipStrategic or Co-development Partner · 1 January 201413-year strategic partnership for the Universo TOTVS event (Brazil's largest technology and business conference). BTO+ has been responsible for all strategy, creative direction, curation, production, and execution across 8 editions of Universo TOTVS. The event grew from 2,000 attendees (2014) to 20,000+ (2025), occupying up to 36,000 m² with 142 brand partners. BTO+ also manages TOTVS presence at multiple trade shows (Equipotel, Abradilan, Intermodal, Febraban Tech, Bett Brasil, Feicon, Agrishow, FEIMEC, Apas Show, Fenalaw).
• Tribos AoáscoreStrategic or Co-development PartnerSocial partnership with Tribos Aoás, a social business that promotes the inclusion of young people with intellectual disabilities through cultural, educational, and professional development initiatives. Tribos Aoás functions as an extension of the BTO+ team, strengthening projects with inclusive narratives. Young people from Tribos serve as receptionists and photographers at BTO+ events (e.g., Universo TOTVS), and Tribos provides accessibility consulting. BTO+ also distributes products made by Tribos youth (cookies) at events, and organized a fashion show and photography graduation ceremony. This partnership is central to BTO+'s social impact strategy and ESG commitment.
• SappiacoreStrategic or Co-development PartnerOngoing collaboration with Sappia Agency on Mercado Livre projects including MELI Celebra (37-city year-end celebration), Influent Summit (immersive and gamified experience), and Afiliados & Criadores Awards. The two agencies co-deliver large-scale experiential projects, combining BTO+'s event production expertise with Sappia's creator economy and digital capabilities.
• DPO ExpertminorImplementation/ SI/ Consulting PartnerBTO+ has appointed DPO Expert ([email protected]) as its Data Protection Officer (DPO) provider, with Rafael Susskind as DPO and Renata Adeli Franhan Parizotto as substitute DPO. This is a compliance partnership ensuring LGPD (Brazil's General Data Protection Law) adherence in all BTO+ operations involving personal data.
• BrasilprevcoreChannel Partner/ Reseller/ DistributorLong-standing partnership for cultural sponsorship activations tied to Brasilprev's brand positioning. BTO+ has created immersive experiences at major Broadway-style productions including 'Família Addams' (Teatro Renault, 129,500+ visitors), 'Hairspray' (Rio and São Paulo), and 'Cantando na Chuva' (Teatro Sergio Cardoso), reinforcing Brasilprev's commitment to culture and social inclusion.

Scale indicators10 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Grupo Multishow Promo / Mais1Code: Brazilian agency specialized in brand experiences, activations, and events for enterprise clients; comparable scope of live marketing and trade show services to BTO+.
• Grupo DreamMakers: Brazilian live marketing and events agency delivering corporate events, activations, and brand experiences for enterprise clients — directly comparable to BTO+'s core service portfolio and target market.
• DPZ&T: Major Brazilian communications agency with brand experience and live marketing capabilities serving large enterprise clients, overlapping with BTO+'s experiential marketing and corporate event offerings.

Broad incumbents

• WMcCann (MullenLowe Group): Larger Brazilian advertising and brand experience network offering live marketing as part of a broader creative/communications portfolio, competing for the same enterprise clients as BTO+ but with wider service scope.
• George P. Johnson Experience Marketing: Global experiential agency producing large-scale brand experiences, trade shows, and corporate events; competes for enterprise event budgets with comparable offerings but broader geographic and platform reach.
• Jack Morton Worldwide: Global experiential marketing agency with presence in Brazil, delivering brand experiences, events, and activations for multinational enterprise clients — comparable in service but operates at much larger scale.

Regional players

• Talent Group (Brazil): Brazilian brand experience and live marketing agency delivering corporate events, activations, and trade show presences — a regional player with similar service breadth to BTO+.
• Newtail Experience Marketing: Brazilian live marketing and brand experience agency with comparable service offerings for enterprise clients in the regional market.

Emerging players

• MKG (MullenLowe): Experience-led agency producing brand activations, events, and content with growing presence in Latin America, offering partial overlap with BTO+'s experiential services.

Others

• In Loco Media: Brazilian marketing technology and location intelligence provider enabling measurement and activation for offline experiences — adjacent infrastructure that supports live marketing campaigns similar to BTO+'s client engagements.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/BTOMais
• LinkedInlinkedin.com/company/bto-
• Instagraminstagram.com/btomais
• TikToktiktok.com/@btomais
• Xx.com/btomais
• Facebookfacebook.com/BTOComunicacao

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

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 BTO+