Grupo I.C.E.

What Grupo I.C.E. does

Grupo I.C.E. is a privately held Brazilian communication group founded in 1973, headquartered in Vila Pompeia, São Paulo. The group operates as a 360° full-service agency through four wholly owned subsidiaries: I.C.E. Digital (strategic digital marketing, demand generation, and analytics), I.C.E. Propaganda (traditional advertising across OOH, DOOH, TV, radio, and print), People'nice (recruitment, selection, and management of outsourced specialized professionals such as SDRs and teleoperators), and Promo'nice (point-of-sale promotional actions and events). The agency has been active in digital channels since the late 1990s, making it an early entrant in Brazilian internet-era marketing.

The group's service catalog spans consultancy services (RD Station and CRM implementation, digital marketing diagnostics), inbound marketing, Google Ads management, social media management, website and e-commerce development, video marketing, content and SEO (including Generative Engine Optimization for AI search), podcast production, and offline advertising. Its technology stack is partner-dependent rather than proprietary: it is a certified RD Station consultancy partner, uses Sólides as its talent management and recruitment platform, and relies on Dropbox for centralized cloud storage. The agency positions itself as an integrated single point of accountability across both digital and offline channels.

Grupo I.C.E. generates revenue primarily through professional services engagements on a custom pricing basis, structured as ongoing retainers or project-based contracts with multi-year cadences. Go-to-market is consultative and sales-led: the website's contact form captures annual revenue (ranging up to R$35M+) and senior job titles to qualify enterprise leads, and sales are closed through direct outreach, phone contact, and in-person meetings. The target segment is medium and large Brazilian enterprises across industries including beverages (Coca-Cola, Heineken, Fanta), consumer electronics (Philips), apparel (Fila, New Balance), retail, and packaging (Vivenda Embalagem). The legal entity is structured as "Informação com Ênfase I.C.E. Propaganda Ltda" under a Brazilian Ltda. (limited partnership) framework, with no disclosed external investors, parent company, or funding rounds.

Name

Grupo I.C.E.

Legal name

Informação com Ênfase I.C.E. Propaganda Ltda

Website

https://grupoice.com.br

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

11–50 employees

Short description

Grupo I.C.E. is a privately held Brazilian 360° communication agency group founded in 1973, operating four subsidiaries covering digital marketing, traditional advertising, recruitment, and promotional events to serve medium and large enterprises with integrated online and offline campaigns.

Ownership category

akta.pro rank

Product category

Advertising and Marketing Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Social Media & Community Management (BPAFAAAE), Corporate Meetings & Conferences (Internal/External Business Events) (MPAGAHAA)

Keywords

• Digital marketing services
• Advertising agency services
• Trade marketing
• Marketing automation consulting
• Outsourced staffing services

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

Revenue model

1. Digital Marketing Services: Revenue generated through strategic digital marketing services including SEO, content, social media management, Google Ads, website development, virtual stores, video marketing, and podcast production. Offered as ongoing retainer or project-based engagements.
2. RD Station and CRM Consulting: Certified consultancy services for RD Station Marketing and CRM implementation, including setup, integration, automation flows, and ongoing operational support.
3. Offline Advertising and Trade Marketing: Traditional advertising campaigns, promotional actions at point-of-sale, events, and branding services for offline media channels.
4. Outsourced Professional Resources: Recruitment, selection, and management of specialized professionals (teleoperation, SDRs, sales) deployed at client operations.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Grupo I.C.E. is a full-service 360-degree communication agency group providing integrated digital marketing, traditional offline advertising, trade marketing and point-of-sale promotional actions, and outsourced professional staffing for sales and teleservice operations. The group serves medium and large enterprise clients across Brazil through four specialized subsidiaries — I.C.E. Digital, I.C.E. Propaganda, People'nice, and Promo'nice — combining strategy, creative execution, and performance analytics under a single engagement model.

Product overview

Grupo I.C.E. is a 360° full-service communication agency group operating for over 50 years, comprising four subsidiaries: I.C.E. Digital (strategic digital marketing), I.C.E. Propaganda (traditional advertising), People'nice (recruitment and HR management), and Promo'nice (promotional actions and events). The group offers integrated communication solutions including digital services (RD Station consulting, inbound marketing, Google Ads, social media, websites, e-commerce, video marketing, content/SEO, podcasts) and offline services (OOH/DOOH, TV, radio, print advertising), combined with trade marketing and outsourced professional resources.

Differentiator

Problem solved

Functional benefit

Products and services

• Consultoria RD Station Marketing e CRM Certified RD Station consulting service covering initial setup implementation, CRM integration with partner platforms, automation flows, lead scoring configuration, and ongoing operational process coverage. Targeted at medium and large enterprises seeking certified marketing automation expertise.
• Consultoria de Marketing Digital Digital marketing consulting providing precise diagnostics on all campaign elements with customized strategic suggestions, planning, execution, and performance monitoring aimed at optimal web results for enterprise clients.
• Inbound Marketing Inbound marketing strategy service focused on attracting customers through relevant content, SEO, and digital presence optimization. Targeted at businesses seeking demand generation and lead nurturing through content-driven strategies.
• Google ADS Google Ads campaign management service for targeted digital advertising and paid media optimization, including keyword strategy, ad creation, bidding, and conversion tracking for enterprise clients.
• Redes Sociais Social media management service covering brand presence and engagement on platforms including Instagram, Facebook, LinkedIn, Pinterest, and TikTok. Includes content planning, community management, and performance reporting.
• Website e Blog Website and blog development service for establishing and maintaining digital presence, including design, development, content publishing workflows, and ongoing maintenance for B2B clients.
• Loja Virtual E-commerce and online store development and management service for businesses seeking to establish or optimize direct-to-consumer digital sales channels.
• Vídeo Marketing Video marketing production and strategy service including short-form content, brand video campaigns, and video advertising assets for digital and social distribution.
• Conteúdo e SEO Content creation and SEO optimization service including Generative Engine Optimization (GEO) for AI-powered search engines, keyword strategy, on-page optimization, and organic content production.
• Podcast Podcast production service covering concept, recording, editing, and distribution as part of audio content strategy for brand and thought leadership initiatives.
• Propaganda Offline Traditional offline advertising service covering Out of Home (OOH), Digital Out of Home (DOOH), TV, radio, and print media campaigns, strengthening brand image across traditional channels.
• Recursos Terceirizados (Outsourced Professional Staffing) Recruitment, selection, and management of specialized professionals deployed at client operations for strategic areas including teleservice (teleatendimento), sales development representatives (SDRs), and sales functions. Delivered through the People'nice subsidiary using the Sólides talent platform.
• Trade Marketing e Ações Promocionais (Promo'nice) Creation and management of personalized promotional actions for point-of-sale (PDV), differentiated campaign development, and robust branded events designed to drive sell-through results and strengthen brand presence at retail.

Quantifiable outcome

• According to a Cornell University study, Generative Engine Optimization (GEO) — an approach the agency specializes in — can increase content visibility by up to 40% in AI-generated search responses.
• +1 more outcomes

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

Integration3 records

Feature3 records

Partnerships

One partnership is on record.

• RD StationcoreTechnology or IntegrationI.C.E. Digital is a certified RD Station partner agency, authorized to provide consulting and implementation services for RD Station Marketing and CRM platforms. The partnership enables I.C.E. to offer RD Station setup, CRM integration, marketing automation flows, lead scoring, and ongoing operational support to clients across Brazil.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• DPZ&T: São Paulo-based full-service creative advertising agency serving major Brazilian and multinational brands. Highly comparable to Grupo I.C.E. as a domestic integrated agency competing for the same enterprise creative and media budgets.
• WMcCann: Brazilian flagship of the McCann Worldgroup network, offering integrated advertising and digital services to enterprise clients. Directly comparable to Grupo I.C.E.'s 360-degree service model in the São Paulo market.
• DM9: Long-standing Brazilian full-service advertising agency with strong creative credentials. Compares to Grupo I.C.E. in serving mid-to-large Brazilian enterprises with integrated campaigns across digital and traditional channels.
• AlmapBBDO: One of Brazil's most awarded full-service agencies, affiliated with the BBDO network. Comparable to Grupo I.C.E. in offering integrated advertising, digital, and brand strategy to enterprise clients in Brazil.

Broad incumbents

• Publicis Brazil: Brazilian arm of the Publicis Groupe network, offering advertising, digital, media, and communications services. Overlaps with Grupo I.C.E.'s enterprise client base but operates at significantly larger scale and global reach.
• Ogilvy Brazil: Brazilian operation of WPP-owned Ogilvy network. Competes for the same enterprise integrated-marketing budgets as Grupo I.C.E., but with global scale, cross-border capabilities, and broader service portfolio.
• Dentsu Brazil: Brazilian presence of global network Dentsu, providing integrated advertising and marketing services to enterprise clients. Comparable overlap with Grupo I.C.E. across creative, digital, and media offerings.

Others

• Resultados Digitais: Parent company of RD Station and a leading Brazilian marketing automation platform. Connected to Grupo I.C.E. through the certified RD Station partnership, making it both a platform provider and an indirect ecosystem counterpart.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/grupoicebr
• YouTubeyoutube.com/@grupoicebr
• Facebookfacebook.com/iceagdigital
• LinkedInlinkedin.com/company/grupoice
• Instagraminstagram.com/iceagdigital
• Pinterestbr.pinterest.com/grupoicebr

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 I.C.E.