The New Standard

Name

The New Standard

Legal name

The New Standard Marketing & Communication LTDA

Website

https://tnsagency.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Public Relations and Strategic Communications Services

NAICS

Public Relations Agencies (54182), Public Relations Agencies (541820)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Brand Guidelines, Governance & Brand Management (BPAFAEAF)

akta.pro secondary industry

Corporate Conferences & Sales Kickoffs (MPAGAGAC)

Keywords

• Public relations services
• Strategic communications agency
• Crisis communications
• Influencer marketing campaigns
• Latin america brand communications

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, Others

Revenue model

1. PR and Strategic Communications Services: TNS generates revenue through professional services fees for public relations, crisis communications, events, influencer campaigns, brand activations, advertising, social media management, and ESG initiatives. Services are tailored to each client and market, suggesting a project-based or retainer engagement model typical of full-service communications agencies.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

The New Standard is a full-service public relations and strategic communications agency that develops and executes tailor-made integrated campaigns combining PR, events, influencer partnerships, brand activations, advertising, social media management, crisis communications, and ESG initiatives for multinational brands operating in Latin America. The agency delivers these professional services across eight LATAM markets (Brazil, Argentina, Chile, Colombia, Ecuador, Mexico, Panama, Peru), earning revenue through project-based or retainer professional service fees charged directly to enterprise clients.

Product overview

The New Standard (TNS) is a full-service PR and Strategic Communications agency that does not operate as a software product company. Rather, it offers a comprehensive suite of professional communication services organized around public relations, crisis communications, events, influencer campaigns, brand activations, advertising, social media management, and ESG campaigns. The agency also provides supplementary services including media training, digital content creation, and marketing strategy. These services are delivered as consulting and execution engagements tailored for multinational brands seeking to enter or expand across Latin American markets, with operations spanning Brazil, Argentina, Chile, Colombia, Ecuador, Mexico, Panama, and Peru. There is no SaaS platform, software product, or API-based offering.

Differentiator

Problem solved

Functional benefit

Products and services

• Public Relations Strategic communication services to build trust, brand visibility, and corporate reputation across Latin American markets, aimed at international and multinational brands seeking to elevate their voice and strengthen reputation in the region.
• Crisis Communications Proactive and reactive crisis management solutions to protect, manage, and preserve brand reputation during challenging moments, delivered to corporate clients operating in LATAM markets.
• Events Strategic event creation and execution including product launches, press conferences, executive gatherings, and corporate meetings across LATAM, supporting brand visibility and relationship-building efforts.
• Influencer Campaigns Strategic digital partnerships with trusted LATAM voices and influencers aligned with business objectives to expand brand reach and credibility in target markets.
• Brand Activations Dynamic brand activation campaigns that create memorable experiences, generate genuine engagement, and reinforce positioning in competitive Latin American markets.
• Advertising Full-scale integrated advertising including TV, radio, digital, and out-of-home campaigns to amplify brand presence across Latin American markets.
• Social Media Management Strategic social media management encompassing content strategy, community management, and performance optimization across Latin American platforms for brand clients.
• ESG Campaigns Environmental, Social, and Governance communication strategies that align sustainability initiatives with corporate positioning and stakeholder engagement for clients across LATAM.
• Media Training Preparation services for clients on media interaction, interview techniques, and messaging delivery, supporting leadership readiness for press and public appearances.
• Digital Content SEO-optimized content creation including web pages, HTML emails, and motion graphics for brand clients.
• Marketing Strategy Comprehensive data-driven marketing execution aligned with business needs and market expansion objectives for clients expanding across LATAM markets.
• ESG Initiatives Development of Environmental, Social, and Corporate Governance strategies for brands seeking sustainable positioning and stakeholder alignment.

Quantifiable outcome

• Seequent: Generated over $1,020,000 USD in earned media through ESG-focused campaign
• +2 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Santander Navigator (Santander Bank UK)flagshipGTM or Marketing PartnerTNS is the exclusive PR and communications agency in Brazil partnered with Santander Bank UK through the Santander Navigator program. This partnership provides pioneering expertise to guide SMEs (Small and Medium Enterprises) in expanding across Latin America. The relationship positions TNS as the preferred communications partner for businesses supported by Santander's expansion initiatives in the region.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• FleishmanHillard: Global PR and integrated communications agency with longstanding LATAM operations. Direct competitor for enterprise PR retainers and crisis communications work that TNS offers to multinational clients.
• Hill & Knowlton: Global public relations firm with deep enterprise and public affairs experience across LATAM. Competes for multinational regional PR work and the crisis communications specialty that TNS markets.
• Weber Shandwick: Global communications network with established LATAM operations serving multinational brands across PR, social, influencer, and integrated campaigns. Represents the scaled incumbent benchmark for TNS's full-service offering.
• Edelman: World's largest independent PR firm with a deep LATAM presence via Edelman Latam. Competes for the same enterprise PR mandates as TNS but at a global scale with substantially larger resources and C-suite relationships.
• Ketchum: Global communications consultancy with established LATAM operations serving multinational brands. Competes for cross-region PR, influencer, and brand activation mandates similar to TNS's offering.
• Ogilvy PR: Global creative and communications network with strong LATAM presence across PR, advertising, and influencer marketing. Competes for the same integrated brand-building mandates TNS delivers.
• Burson: Major global PR and public affairs firm (formed from BCW and legacy Burson-Marsteller) with broad LATAM capabilities. Competes for enterprise communications mandates including the crisis and ESG work that TNS highlights.

Direct peers

• LLORENTE & CUENCA (LLYC): Spanish-language heritage PR and corporate communications firm with one of the largest dedicated LATAM practices. Competes for the same multinational regional mandates and offers integrated PR, digital, and ESG communications.
• Inforpress: Spain-based PR consultancy with a strong Iberian and Latin American footprint serving multinational clients. Closely comparable in size, regional specialization, and target customer profile to TNS.
• JeffreyGroup: US-headquartered communications firm specialized in Latin America, serving multinational brands with PR, public affairs, and digital communications across the region. Direct head-to-head competitor for the same client base and 8-country coverage that TNS targets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/talktns

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 The New Standard