The Brazilian corporate communications market generated approximately R$5.3 billion in revenue in 2024, according to the Corporate Communications Yearbook. This data confirms the expansion of a sector facing the challenge of adapting to an environment in which the press, social media, and institutional image must operate seamlessly.
For Isadora Oliveira, CEO of HI Assessoria, segmented communication no longer meets new demands. “When an institution’s narrative appears different in the press and on social media, its credibility is compromised. Today, reputation needs to be built consistently across all channels,” she states.
Founded in 2022, HI Assessoria emerged in São Paulo with this vision of integration. Soon, the agency began developing projects abroad, including initiatives in South Korea and the United Arab Emirates. This movement follows the trend of mid-sized Brazilian agencies seeking to integrate their models into global markets.
Analysts point out that careers like Isadora Oliveira’s symbolize a generational shift in the industry. If communication was previously limited to publicity, today it takes on the contours of reputation management, in an environment marked by the fragmentation of information and the competition for public attention.
