Sinapro-SP
Sinapro-SP is a Brazilian non-profit trade union representing advertising agencies in São Paulo state, providing collective bargaining, legal consulting, training via Sinapro Play, and exclusive partner discounts to its member agencies, affiliated with the national FENAPRO federation.
- Company typePrivate
- Founded1940
- HeadquartersSão Paulo, Brazil
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Sinapro-SP does
Sinapro-SP (Sindicato das Agências de Propaganda do Estado de São Paulo) is a Brazilian non-profit trade union representing advertising agencies in the state of São Paulo. Founded approximately 80 years ago and affiliated with FENAPRO (Federação Nacional das Agências de Propaganda) at the national federation level, the organization holds the legally designated authority to negotiate the Convenção Coletiva de Trabalho for the São Paulo advertising sector, most recently signing the 2026-2027 agreement with the Sindicato dos Publicitários. It is led by Patricia Alexandre as Diretora-Executiva and recently marked a milestone with its first female president.
The union's core product surface is organized around member services rather than technology per se: a document repository (Documentos), specialized working groups (Grupos de Trabalho) covering Compliance, ESG, Diversity & Inclusion, and Reference Values, a Creative Calendar (Calendário Criativo), legal advisory (Consultoria Jurídica), public bidding support (Licitações Públicas), and an internal services reference pricing table. Sinapro Play — a gated digital platform delivering lectures, legal tips, and professional development video content — is positioned as an exclusive member benefit, complemented by event programming under the Sinapro Talks, Sinapro Conecta, and Chacoalha brands.
Sinapro-SP operates as a non-profit association funded by member contributions (Contribuição) with a lean staff of 1-10 employees and a single office in São Paulo. Its go-to-market is direct membership enrollment with mid-market to enterprise advertising agencies as the target buyer. Distribution is augmented through a partnership marketplace bundling exclusive discounts with Dell (hardware), CLARA (corporate credit cards), ABOOH (out-of-home billboard platform with 120,000+ faces), CELERH (HR tech), AMGR (financial advisory), and VitaminaWeb (digital production), among others. The entity also maintains institutional partnerships with ABAP, APCM, APP, CENP, and ODP to coordinate sector-wide policy and standards in the Brazilian advertising ecosystem.
Sinapro-SP firmographics
Firmographics- Name
- Sinapro-SP
- Legal name
- SINAPRO-SP
- Website
- https://sinaprosp.org.br
- Company type
- Private
- Founded year
- 1940
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Sinapro-SP is a Brazilian non-profit trade union representing advertising agencies in São Paulo state, providing collective bargaining, legal consulting, training via Sinapro Play, and exclusive partner discounts to its member agencies, affiliated with the national FENAPRO federation.
- Ownership category
- akta.pro rank
Where Sinapro-SP is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Sinapro-SP business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Distribution channels1 record
Marketing channels6 records
Sinapro-SP product offering
Product offeringCore offering
Sinapro-SP is the trade union (Sindicato das Agências de Propaganda) representing advertising agencies in the state of São Paulo, Brazil. It delivers member services including collective bargaining agreements (Convenção Coletiva de Trabalho), legal and labor consulting, public bidding guidance, professional training through the Sinapro Play online platform, industry working groups, networking events, and exclusive partner discounts. The organization is affiliated with FENAPRO at the national level.
Product overview
Sinapro-SP (Sindicato das Agências de Propaganda do Estado de São Paulo) is the union and professional association for advertising agencies in São Paulo, Brazil. It is not a technology product company but rather a trade association that provides its member agencies with a suite of member services organized around its core platform Sinapro Play. The organization offers document management (Documentos), working groups (Grupos de Trabalho), event programming (Eventos), legal consulting, public bidding resources, and a Creative Calendar. Sinapro-SP connects member agencies to exclusive partnerships with technology providers and financial service companies, while its news portal covers industry developments. The entity is affiliated with FENAPRO (Federação Nacional das Agências de Propaganda) representing advertising agencies at the national level.
Differentiator
Problem solved
Functional benefit
Brands
- Sinapro Play: Exclusive platform for member agencies offering lectures, workshops, and training content.
- Sinapro Talks
- Sinapro Conecta
Products and services
- Sinapro Play
Companies that use Sinapro-SP
Customer profileNamed customers53 records
Segments1 record
Ideal customer profiles1 record
Sinapro-SP technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sinapro-SP partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- FENAPRO (Federação Nacional das Agências de Propaganda)coreSinapro-SP is affiliated with FENAPRO, the National Federation of Advertising Agencies. FENAPRO represents advertising agency unions across all Brazilian states. Sinapro-SP is listed as 'Filiado à Federação Nacional das Agências de Propaganda | FENAPRO' on its website.
- ABOOHcoreSinapro-SP partnered with ABOOH to provide member agencies with access to the 'Faces Abooh' platform — a digital interface connecting billboard owners and media buyers, aggregating over 120,000 billboard faces nationally. Member agencies receive exclusive discounts on subscription packages through this partnership.
- AMGR Inteligência Financeira (Anderson Rabaquini)coreSinapro-SP partnered with AMGR Inteligência Financeira and financial expert Anderson Rabaquini to offer member agencies financial advisory services, strategic pricing courses, financial planning with proprietary tools and dashboards, management closings, profitability analysis by client, variable compensation plans, mentorship, and board advisory services. Member agencies receive exclusive discounts on services.
- Instituto Mestre GPminorInstituto Mestre GP is dedicated to elevating project management, operations, and leadership culture in communication and marketing, operating across four pillars: Education, Content, Research, and Events. They offer courses, conduct research, and publish content for professionals and agencies.
- ICOMminorICOM is listed as a partner entity on the Sinapro-SP website. ICOM is related to the Association of Marketing and Communication Executives (AME-SP) initiatives.
- GPCom ComunicaçãominorGPCom Comunicação is a communication partner listed on the Sinapro-SP website, offering services to member agencies.
- DellminorSinapro-SP partnered with Dell to offer member agencies exclusive discounts on laptops, computers, servers, monitors, and accessories. Member agencies fill out a form to confirm their affiliation and receive an email with steps to access discount coupons.
- CLARA (Cartão de Crédito Empresarial)minorCLARA is a business credit card offering unlimited virtual and physical cards, spending category customization, and Mastercard approval — all without annual fees. Sinapro-SP partnered with CLARA to offer member agencies a financial management tool to eliminate expense reimbursements.
- ABAP (Associação Brasileira de Anunciantes)coreABAP is listed as an entity partner on the Sinapro-SP website. ABAP is the Brazilian Association of Advertisers, representing advertiser interests in the Brazilian advertising ecosystem.
- APCM (Associação Paulista de Comunicação e Marketing)coreAPCM is listed as an entity partner on the Sinapro-SP website. APCM is the São Paulo Association of Communication and Marketing.
- APP (Associação Paulista de Propaganda)coreAPP is listed as an entity partner on the Sinapro-SP website. APP is the São Paulo Advertising Association.
- CENP (Conselho Executivo das Normas-Padrão)coreCENP is listed as an entity partner on the Sinapro-SP website. CENP is the Executive Council of Standard Rules for Brazilian advertising, responsible for normative guidelines for the advertising sector.
- ODP (Observatório da Diversidade na Propaganda)coreODP (Diversity Observatory in Advertising) is listed as an entity partner. Founded in 2021 in response to Bill 504 targeting LGBTQIAPN+ representation in advertising, ODP promotes inclusion of underrepresented groups in the communication and advertising industry, establishing sector goals and conducting periodic censuses to map diversity in Brazilian agencies.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Sinapro-SP competitors and assessment
Company assessmentBroad incumbents
- IAB Brasil: Brazil's industry body for digital advertising and ad-tech. Larger scope (digital-only, tech-forward), and increasingly intersects with traditional agency concerns like programmatic, AI, and data — overlapping topics with Sinapro-SP's working groups and Sinapro Talks curriculum.
- ABAP (Associação Brasileira de Anunciantes): Brazilian advertisers' association — counterpart on the demand side. Sinapro-SP lists ABAP as a 'Core' partner; both organizations collaborate on events (e.g., 'ABAP No Ar' webinar), but ABAP represents brands rather than agencies, making it a complementary rather than competitive counterpart.
- FENAPRO (Federação Nacional das Agências de Propaganda): National federation that aggregates all Brazilian Sinapro state unions and to which Sinapro-SP is officially affiliated. Operates at the country level rather than a single state, coordinating collective bargaining and policy engagement for advertising agencies nationwide.
Regional players
- 4A's (American Association of Advertising Agencies): The US trade body for advertising agencies — internationally the closest functional analog to a Sinapro (collective bargaining adjacency, training, working groups, government advocacy) but operating in the US market.
- APP (Associação Paulista de Propaganda): São Paulo advertising association listed as a Core entity partner of Sinapro-SP. Complementary 'association' (not sindicato) structure serving São Paulo ad-industry stakeholders; shares geography and many partner entities.
- IPA (Institute of Practitioners in Advertising, UK): UK professional body for advertising, PR, and marketing-services agencies. Runs certification, training, agency effectiveness research, and policy advocacy — directly comparable mandates to Sinapro-SP's Consultoria Jurídica, Sinapro Play and working groups, but UK-focused.
Direct peers
- Sinapro-RJ (Sindicato das Agências de Propaganda do Estado do Rio de Janeiro): Direct state-level peer: a sindicato of advertising agencies in Rio de Janeiro state. Mirrors Sinapro-SP's role, scope, and services, just for a different Brazilian state — they participate in the same FENAPRO structure.
- Sinapro-MG (Sindicato das Agências de Propaganda do Estado de Minas Gerais): Minas Gerais state sindicato for advertising agencies; same charter, same national federation, comparable membership services (collective bargaining, legal, training). Comparative scale and budget are similar to Sinapro-SP.
- APCM (Associação Paulista de Comunicação e Marketing): Listed as an entity partner of Sinapro-SP. The São Paulo association for communication and marketing professionals — adjacent membership model and São Paulo geography, targeting a related but overlapping professional base.
Others
- CENP (Conselho Executivo das Normas-Padrão): Standards-setting council for Brazilian advertising (normative rules, agency-advertiser relationship protocols). Listed as a Core entity partner of Sinapro-SP. Functions as an industry governance rather than membership body but is highly relevant to the same regulatory agenda.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Sinapro-SP social profiles
Digital presenceSinapro-SP financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sinapro-SP leadership team
Management profileNumber of profiles
Profiles1 record
Sinapro-SP funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sinapro-SP 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 Sinapro-SP
What does Sinapro-SP do?
Sinapro-SP is the trade union (Sindicato das Agências de Propaganda) representing advertising agencies in the state of São Paulo, Brazil. It delivers member services including collective bargaining agreements (Convenção Coletiva de Trabalho), legal and labor consulting, public bidding guidance, professional training through the Sinapro Play online platform, industry working groups, networking events, and exclusive partner discounts. The organization is affiliated with FENAPRO at the national level.
Is Sinapro-SP a public or private company?
Sinapro-SP is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Sinapro-SP founded?
Sinapro-SP was founded in 1940. It employs 1 to 10 people.
Where is Sinapro-SP based?
Sinapro-SP is headquartered in São Paulo, Brazil, in the Latin America region.
Who are Sinapro-SP's main competitors?
Broad incumbents on record are IAB Brasil, ABAP (Associação Brasileira de Anunciantes) and FENAPRO (Federação Nacional das Agências de Propaganda). Regional players are 4A's (American Association of Advertising Agencies), APP (Associação Paulista de Propaganda) and IPA (Institute of Practitioners in Advertising, UK). Direct peers are Sinapro-RJ (Sindicato das Agências de Propaganda do Estado do Rio de Janeiro), Sinapro-MG (Sindicato das Agências de Propaganda do Estado de Minas Gerais) and APCM (Associação Paulista de Comunicação e Marketing). CENP (Conselho Executivo das Normas-Padrão) is listed as an others.
Does Sinapro-SP have an API?
No public API is recorded for Sinapro-SP.