Rare Pencils
Rare Pencils (Lápis Raro) is a Belo Horizonte-based, women-led full-service communication agency serving enterprise and government clients across Brazil with integrated branding, creative campaigns, digital products, social media, and media planning, anchored by its proprietary Biorede methodology and operating under Grupo Partners.
- Company typePrivate
- Founded1989
- HeadquartersBelo Horizonte, Brazil
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Rare Pencils does
Lápis Raro is a full-service communication agency headquartered in Belo Horizonte, Minas Gerais, Brazil, with national reach through its 2024 integration into Grupo Partners, the largest corporate communications group in Minas Gerais and one of the ten largest in Brazil. Founded over 35 years ago by three women and remaining women-led, the agency serves large enterprise clients across healthcare (Unimed-BH, Drogaria Araujo), banking (Banco Mercantil do Brasil), energy (Cemig), mining (CBMM), beverage (Brahma, Wäls), retail and real estate (Multiplan), education (Bernoulli), trade associations (FIEMG), and government entities (SECULT/MG, Prefeitura de Belo Horizonte, SEBRAE/MG). Its portfolio spans brand intelligence, strategic creative planning, campaign execution, digital products, social media management, brand activation, and on/off media planning and buying.
The agency's core differentiator is Biorede (also rendered Biorrede), a proprietary brand platform methodology that systematizes and integrates branding and performance communication across five determinant variables. Biorede anchors a broader service stack — Diagnóstico e Insights, Plano de Comunicação, Campanhas, Produtos Digitais (websites, CRM, UX/UI, Data Analytics), Conteúdos e Gestão de Redes Sociais, Ativação e Experiência de Marca, and Mídia On e Off — delivered as interconnected components of a holistic communication approach. Sister companies within Grupo Partners (Lebbe for digital, Corp for PR, Buscar ID for data, Mention for AI-driven press, Partners Comunicação) extend the agency's capabilities in cross-functional engagements.
Commercially, Lápis Raro operates a B2B professional services model, generating revenue through project-based and retainer engagements with enterprise and government clients. Service fees are negotiated per engagement; pricing is not publicly disclosed. Distribution is sales-led, with direct enterprise and government account relationships managed through a dedicated new-business channel ([email protected]) and a phone line based at the Funcionários district headquarters. Following the 2024 acquisition, the agency retains its brand identity and operating leadership (CEO Grasiela Scalioni, CCO Cris Cortez) while gaining access to Grupo Partners' 500+ collaborator network spanning 15 Brazilian states.
Rare Pencils firmographics
Firmographics- Name
- Rare Pencils
- Legal name
- Lápis Raro
- Website
- https://lapisraro.com.br
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Rare Pencils (Lápis Raro) is a Belo Horizonte-based, women-led full-service communication agency serving enterprise and government clients across Brazil with integrated branding, creative campaigns, digital products, social media, and media planning, anchored by its proprietary Biorede methodology and operating under Grupo Partners.
- Ownership category
- akta.pro rank
Rare Pencils industry classification
Industry- Product category
- Advertising Services
- NAICS
- Advertising Agencies (541810)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Integrated Advertising (Brand + Performance + Media) (BPAFAAAA)
- akta.pro secondary industries
- Brand Campaign & Integrated Communications Agencies (MPAAAAAC), Brand Activations & Experiential Campaign Design (MPAAAGAA)
Keywords
Where Rare Pencils is headquartered
LocationHeadquarters
- HQ city
- Belo Horizonte
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Rare Pencils business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Professional Services (Communication & Creative Services): Revenue is generated through project-based and retainer-based professional services engagements, including brand strategy, campaign development, digital product creation, social media management, media buying, and brand activation. As a full-service agency, revenue is derived from fees for creative, strategic, and production services rather than product sales.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Rare Pencils product offering
Product offeringCore offering
Full-service communication agency offering integrated branding and performance marketing through its proprietary Biorrede methodology. Core deliverables span brand diagnostics and insights, communication planning, creative campaigns, digital product development (websites, hotsites, CRM, UX/UI), content and social media management, brand activation and experience, and convergent online/offline media planning and buying. Services are sold to enterprise corporations and government clients in Brazil.
Product overview
Lápis Raro is a full-service communication agency that offers an integrated portfolio of services centered on brand intelligence, creative strategy, and performance communication. The core offering includes the proprietary Biorrede methodology—a brand platform that systematizes and integrates communication through five determinant variables. Supporting services include diagnostic and insights, communication planning, campaigns, digital products (websites, apps, CRM, UX/UI, analytics), content and social media management, brand activation and experience, and convergent media services. All offerings are delivered through an integrated team structure and operate as interconnected components of the agency's holistic communication approach.
Differentiator
Problem solved
Functional benefit
Brands
- Biorede: An exclusive brand platform that organizes and integrates brand communication through Lápis Raro's proprietary methodology, working with 5 determinant variables.
Products and services
- Biorede (Biorrede) Brand Platform Proprietary exclusive brand platform that organizes and integrates brand communication through a systematization methodology based on five determinant variables, connecting branding and performance marketing for Lápis Raro's enterprise and government clients.
- Diagnóstico e Insights Market studies, benchmarks, audience understanding and insights services that inspire and direct brand communication strategy for Lápis Raro's enterprise and government clients.
- Plano de Comunicação Long, medium or short-term communication strategy service that consistently integrates the big idea with the ecosystem of channels for enterprise and government clients.
- Campanhas Creative campaign service providing solutions for institutional or commercial brand challenges across all touchpoints throughout the customer journey, with clear KPIs and real business results.
- Produtos Digitais Digital product development service covering websites, landing pages, hotsites, CRM, app management, virtual stores, UX/UI, data analytics, sales funnel optimization, campaign dashboards and ongoing digital environment evolution.
- Conteúdos e Gestão de Redes Sociais Content strategy, creation and production, community management, influence marketing, social listening, monitoring and SAC 2.0 service for brands.
- Ativação e Experiência de Marca Brand experience projects delivered in physical, digital and phygital environments, including PR, executive production, events, graphics and audiovisual production.
- Mídia On e Off Media planning and buying service spanning online, offline and performance channels, managed convergently and synergistically to support campaign outcomes.
Quantifiable outcome
- 427,000 liters of Wäls Copo Lagoinha beer sold in its first year, becoming the best-selling SKU of the brewery
- +4 more outcomes
Companies that use Rare Pencils
Customer profileNamed customers15 records
Segments3 records
Ideal customer profiles3 records
Rare Pencils technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Rare Pencils partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Grupo PartnerscoreAfter more than a year of negotiations, Grupo Partners acquired 100% of Lápis Raro shares, marking one of the most anticipated transactions in the Minas Gerais advertising market. The acquisition consolidates Grupo Partners as one of the largest independent communications groups in Brazil, with operations in 15 states and over 500 collaborators. Lápis Raro maintains its brand identity and leadership team (CEO Grasiela Scalioni, CCO Cris Cortez) under the new ownership. Carla Madeira remains President of the Board.
- Lebbe (Digital)minorLebbe is a digital communications company within Grupo Partners. As part of the broader group, Lápis Raro has access to Lebbe's digital capabilities and may collaborate on integrated client projects.
- Corp (Assessoria de Imprensa e Relaciones Publicas)minorCorp provides press office and public relations services as part of the Grupo Partners group. Lápis Raro gains integrated PR capabilities through the group structure.
- Partners ComunicacaominorPartners Comunicacao is a group company referenced on Lápis Raro's website as part of the Grupo Partners network.
- Urbana (Midia OOH)minorUrbana is an out-of-home media company that Lápis Raro partnered with for the Brahma World Cup transmission campaign, negotiating extended uninterrupted airtime on bus stop and newsstand digital screens.
- EletromidiaminorEletromidia provided OOH LED panels and digital billboards for Lápis Raro's International Women's Day 'Nao apague a luta' campaign for Lápis Raro, reaching 306+ city locations.
- Flymidia BHminorFlymidia BH provided additional OOH billboard and bicycle rack panels for the International Women's Day campaign in partnership with Eletromidia.
- Globo Ads / TV Globo MGminorLápis Raro executed the first regional integration with Globo's ORA (Oportunidade Real de Agrupamento) product for the Drogaria Araujo campaign within the novela 'Tres Gracas'. Combined TV Globo MG and Globoplay placements delivered 10.5M+ reach.
- GiaffoneminorGiaffone is the vehicle manufacturer partner for CBMM's niobium-reinforced UTV project. Lápis Raro developed the ExoNB naming and launch campaign for this co-developed vehicle.
Scale indicators13 records
Recent moves7 records
Expansion highlights6 records
Rare Pencils competitors and assessment
Company assessmentBroad incumbents
- Ogilvy Brasil: Brazilian arm of global network Ogilvy (WPP), offering integrated advertising, PR, and consulting. Competes with Lápis Raro for enterprise clients but at much larger scale and with broader international capabilities.
- Publicis Brasil: Brazilian operations of Publicis Groupe, spanning advertising, media, digital, and data. A larger incumbent competing for the same enterprise accounts Lápis Raro serves, with deeper media-buying scale.
- Dentsu Brasil: Brazilian operations of Dentsu International, offering advertising, media, and customer experience services. Competes with Lápis Raro for enterprise clients but with significantly broader global resources and data capabilities.
- Wieden+Kennedy: Independent global creative agency with strong presence in Latin America. Comparable to Lápis Raro in creative reputation and integrated brand work, but operating at much larger international scale.
Direct peers
- DPZ&T: One of Brazil's most awarded independent full-service creative agencies, headquartered in São Paulo. Directly comparable to Lápis Raro in offering integrated brand strategy, creative campaigns, and digital services to major Brazilian enterprise and consumer brands.
- AlmapBBDO: Top-tier Brazilian full-service creative agency affiliated with BBDO Worldwide. Comparable to Lápis Raro in serving large enterprise clients with brand campaigns, performance marketing, and integrated digital products.
- Lew'Lara\TBWA: Brazilian TBWA-affiliated full-service agency known for disruptive creative work. Directly comparable in offering integrated advertising, brand strategy, and digital execution for large Brazilian clients.
- Talent Marcel: Brazilian full-service agency combining advertising, branded content, and entertainment. Comparable to Lápis Raro in offering integrated campaign work and serving major Brazilian enterprise and consumer brands.
- Africa (now part of global network): Prominent Brazilian full-service creative and media agency, originally independent and now part of a larger international network. Highly comparable to Lápis Raro in client base, creative reputation, and integrated service model.
Emerging players
- Grupo Edelman Brasil: Brazilian arm of global communications firm Edelman, with growing presence in integrated brand and PR work. Adjacent competitor to Lápis Raro in corporate communications and enterprise reputation work.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Rare Pencils social profiles
Digital presenceRare Pencils financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rare Pencils leadership team
Management profileNumber of profiles
Profiles11 records
Rare Pencils funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rare Pencils M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rare Pencils
What does Rare Pencils do?
Full-service communication agency offering integrated branding and performance marketing through its proprietary Biorrede methodology. Core deliverables span brand diagnostics and insights, communication planning, creative campaigns, digital product development (websites, hotsites, CRM, UX/UI), content and social media management, brand activation and experience, and convergent online/offline media planning and buying. Services are sold to enterprise corporations and government clients in Brazil.
Is Rare Pencils a public or private company?
Rare Pencils is a private company. It is classified as corporate owned and is currently operating.
When was Rare Pencils founded?
Rare Pencils was founded in 1989. It employs 51 to 100 people.
Where is Rare Pencils based?
Rare Pencils is headquartered in Belo Horizonte, Brazil, in the Latin America region.
How does Rare Pencils make money?
One revenue line is on record: professional Services (Communication & Creative Services).
Who are Rare Pencils's main competitors?
Broad incumbents on record are Ogilvy Brasil, Publicis Brasil, Dentsu Brasil and Wieden+Kennedy. Direct peers are DPZ&T, AlmapBBDO, Lew'Lara\TBWA, Talent Marcel and Africa (now part of global network). Grupo Edelman Brasil is listed as an emerging player.
Does Rare Pencils have an API?
No public API is recorded for Rare Pencils.
What industry is Rare Pencils in?
Rare Pencils's product category is Advertising Services. Its primary akta.pro industry code is BPAFAAAA, Integrated Advertising (Brand + Performance + Media), with a secondary code of MPAAAAAC, Brand Campaign & Integrated Communications Agencies. Its NAICS code is 541810 and its SIC code is 7311.