What Grupo Partners does

Grupo Partners S.A. is a Brazilian corporate-communications holding company headquartered in Belo Horizonte, Minas Gerais, with a secondary office in Brasília. The holding was formally constituted in 2021, consolidating the group's portfolio of agencies — Partners Comunicação (founded 1994), Lebbe, Lapis Raro, Corp, and New/Hybrid — under a unified corporate structure. The group is the largest corporate-communications operator in Minas Gerais and ranks among the top corporate-communications groups in Brazil (cited as top 5 in 2022 and top 9 more recently), with operations across at least 10 Brazilian states.

The group's service offering spans corporate communication, advertising, digital marketing, press advisory, audiovisual production, public relations, data-driven marketing, live and trade marketing, editorial, branding and design, internal communication, and influencer marketing. Each brand addresses a specialized communications segment, and service delivery is anchored by a proprietary methodology branded "Pro Business." The group serves both enterprise and public-sector clients, with named logos including Petrobras, BNDES, Caixa, Vale, CEMIG, Banco da Amazônia, SULAMÉRICA, and LOCALIZA on the private side, and federal entities including the Ministério da Educação, Tribunal Superior Eleitoral, and STJ on the government side.

Revenue is generated through agency service contracts — likely a mix of retainers and project mandates — with pricing not publicly disclosed. The business model is consistent with the Brazilian full-service corporate-communications agency archetype: anchor-client relationships with large state-owned enterprises and federal bodies, multi-state execution capability anchored by the Brasília office, and brand-level specialization across the group's portfolio.

Name

Grupo Partners

Legal name

Grupo Partners S.A.

Website

https://grpartners.com.br

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Grupo Partners S.A. is a Brazilian corporate-communications holding operating multi-brand agencies (Partners Comunicação, Lebbe, Lapis Raro, Corp, New/Hybrid) across 10+ states, serving state-owned enterprises and federal government clients from Belo Horizonte and Brasília.

Ownership category

akta.pro rank

Headquarters

HQ city

Belo Horizonte

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Communication Agency Services: Full-service corporate communication agency providing integrated services including corporate communication, advertising, digital marketing, press advisory, audiovisual production, public relations, data marketing, live and trade marketing, editorial production, branding and design, internal communication, and influencer marketing. Services are delivered through a multi-brand structure (Partners Comunicação, Lebbe, Lapis Raro, Corp, New/Hybrid).

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Grupo Partners is a full-service corporate communication agency group providing integrated communication solutions to public and private sector clients. Its offerings span corporate communication, advertising, digital marketing, press advisory, audiovisual production, public relations, data marketing, live and trade marketing, editorial production, branding and design, internal communication, and influencer marketing, delivered via five sub-brands (Partners Comunicação, Lebbe, Lapis Raro, Corp, New/Hybrid) using the group's proprietary Pro Business methodology.

Product overview

Grupo Partners is a holding company comprising multiple communication agencies offering integrated corporate communication solutions through a proprietary methodology. The portfolio includes flagship brand Partners Comunicação, along with sub-brands Lebbe, Lapis Raro, Corp, and New/Hybrid. The group provides comprehensive services spanning corporate communication, advertising, digital marketing, press advisory, audiovisual production, public relations, data-driven marketing, live/trade marketing, editorial production, branding/design, internal communication, and influencer marketing. With 30 years of history, Grupo Partners is the largest corporate communication group in Minas Gerais and the 9th largest in Brazil.

Differentiator

Problem solved

Functional benefit

Brands

• Lebbe: Marketing full service agency operating under the Grupo Partners umbrella.
• Lapis Raro
• Corp Comunicação

Products and services

• Partners Comunicação The flagship and original agency of Grupo Partners, offering integrated corporate communication solutions using the group's proprietary Pro Business methodology; serves enterprise and government clients across Brazil.
• Lebbe Marketing agency focused on full-service marketing solutions, operating as one of the group's specialized communication brands.
• Lapis Raro
• Corp Comunicação Agency created in 2023 as part of Grupo Partners' expansion, serving corporate clients with specialized communication solutions.
• New/Hybrid Agency brand added to the group in 2023, representing Grupo Partners' expansion into hybrid communication models.
• Comunicação Corporativa (Corporate Communication) Integrated corporate communication services aligned with business objectives, and for public-sector clients, with citizen access and transparency.
• Assessoria de Imprensa (Press Advisory) Press advisory services including press releases, media relations, interview scheduling, and crisis management.
• Marketing Digital (Digital Marketing) Digital marketing services including online strategy, content marketing, SEO, social media management, and digital advertising.
• Branding e Design Branding and design services including visual identity development, brand strategy, and creative design solutions.
• Marketing de Dados (Data-driven Marketing) Data-driven marketing services leveraging analytics and insights for strategic communication decisions.
• Live e Trade Marketing Live events and trade marketing services for brand activation and event-based communication.
• Produção Audiovisual (Audiovisual Production) Audiovisual production services for corporate videos, commercials, and multimedia content.
• Comunicação Interna (Internal Communication) Internal communication services focused on employee engagement, organizational culture, and internal messaging alignment.
• Relações Públicas (Public Relations) Public relations services for brand positioning, stakeholder engagement, and reputation management.
• Marketing de Influência (Influencer Marketing) Influencer marketing services for brand amplification through key opinion leaders and influencers.

Quantifiable outcome

• 171.5 million active social media users in Brazil (2022)

Named customers27 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

Feature1 record

Scale indicators5 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• F.biz: Brazilian digital-first advertising and communications agency serving large enterprise clients with technology-enabled creative and media services. Comparable to Grupo Partners' digital marketing and influencer capabilities.
• Grupo ABC: Brazilian communications holding group owning multiple specialized agencies across advertising, PR, digital, and shopper marketing. Closely matches Grupo Partners' holding-with-specialized-brands structure and serves similar blue-chip and public-sector clients.
• AlmapBBDO: Top-tier Brazilian creative agency affiliated with the BBDO network, serving large enterprise clients with integrated advertising and brand-building campaigns. Comparable to Grupo Partners on client caliber and full-service agency scope.
• WMcCann: Brazilian affiliate of McCann Worldgroup offering integrated advertising, digital, and PR services to enterprise and public-sector clients. Comparable to Grupo Partners in full-service scope and blue-chip client roster.
• Talent Marcel: Independent Brazilian advertising agency offering creative, digital, and integrated communications services to enterprise clients. Comparable to Grupo Partners on service breadth and domestic-market focus.
• DPZ&T: Major Brazilian advertising agency affiliated with TBWA Worldwide, known for creative campaigns and large enterprise clients. Directly comparable as a top-tier domestic competitor for corporate communication and brand work.
• Artplan: Brazilian advertising and communications agency with multi-vertical client base and integrated service offering. Directly comparable to Grupo Partners as a domestic, mid-to-large full-service competitor.
• Africa: One of the largest independent advertising agencies in Brazil, offering integrated creative, media, and digital services to enterprise clients. Directly comparable to Grupo Partners in scale, full-service positioning, and Brazilian-market focus.
• Newcomm: Brazilian communications holding offering integrated advertising, PR, and digital services to enterprise clients across multiple verticals. Comparable to Grupo Partners on multi-brand holding structure and full-service positioning.

Broad incumbents

• WPP: Global advertising and communications holding company with extensive operations in Brazil through agencies such as Ogilvy, Grey, and VMLY&R. Serves as the broad incumbent benchmark for Grupo Partners' multi-brand holding strategy and competes for the same enterprise RFPs.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/grupopartners-partners-pro-business

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 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 Grupo Partners