Sinapro-SP

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.

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

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

Distribution channels1 record

Marketing channels6 records

Core 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

Named customers53 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

13 partnerships are on record, tiered core and minor.

• FENAPRO (Federação Nacional das Agências de Propaganda)coreStrategic or Co-development PartnerSinapro-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.
• ABOOHcoreStrategic or Co-development PartnerSinapro-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)coreStrategic or Co-development PartnerSinapro-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 GPminorStrategic or Co-development PartnerInstituto 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.
• ICOMminorStrategic or Co-development PartnerICOM 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 ComunicaçãominorStrategic or Co-development PartnerGPCom Comunicação is a communication partner listed on the Sinapro-SP website, offering services to member agencies.
• DellminorGTM or Marketing PartnerSinapro-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)minorGTM or Marketing PartnerCLARA 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)coreStrategic or Co-development PartnerABAP 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)coreStrategic or Co-development PartnerAPCM 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)coreStrategic or Co-development PartnerAPP is listed as an entity partner on the Sinapro-SP website. APP is the São Paulo Advertising Association.
• CENP (Conselho Executivo das Normas-Padrão)coreStrategic or Co-development PartnerCENP 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)coreStrategic or Co-development PartnerODP (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

Broad 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

• Facebookfacebook.com/SinaproSP
• LinkedInlinkedin.com/company/sinapro-sp
• Instagraminstagram.com/sinaprosp

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Sinapro-SP