Doing Business in Brazil
With a population of over 204 million people, and a nominal GDP of $1.9 trillion, Brazil is the most populous country in Latin America. It also has the largest consumer market and economy in the region.
Therefore, Brazil is an attractive market for foreign investors, entrepreneurs, and multinationals, and companies who are looking for international expansion.
However, the Brazilian market is complex. To enter, one must have a strong knowledge of the country, its laws, customs, and its tough regulation of the national bar for legal marketing. To plan effective marketing and business development strategies to target new Brazilian clients, it is important to work with a legal marketing team that is already well positioned in the country.
Below you will find the answers to some common questions law firms have about marketing to clients in Brazil, and the ways in which LETS Americas can best help these law firms achieve their marketing goals in Brazil.
1. Brazil has somewhat restrictive legislations regarding how law firms can advertise their services. How can LETS Americas help international firms looking to advertise to Brazilian Clients?
As LETS Marketing has been operating in Brazil since 2018, the firm has a strong understanding of what international firms can and cannot do to attract business in Brazil. The firm’s professionals have worked the main and most respected Brazilian law firms as marketing, business development and corporate communications specialists.
There are many legislations regarding the ways in which law firms are able to advertise, which are strictly governed by the Brazilian Bar Association (OAB, using the official Portuguese acronym) and so it is necessary to work with a team that is familiar with these legislations.
2. Is it necessary for international firms to produce content in Portuguese when targeting the Brazilian market?
For international firms looking to begin working within Brazil, it is very important to be able to produce communications in Portuguese, to be able to engage in the local media of the country and so firms should look to work with marketing teams that can assist with creating and promoting content in Portuguese.
According to a research published by British Council in 2019, only 5 % of Brazilians speak English. While the top law firms in Brazil are all fully bilingual, creating content in Portuguese allows for firms to better connect with the local market, shows respect for the local language, and reaffirms the firm’s dedication to working with Brazilian clients. Additionally, it is important to consider that there are many key decision makers who will be involved in the contracting of your services, and many clients may feel more comfortable navigating important business decisions in their native language.
3. Where in Brazil should my firm work?
Despite its large territory, economy and population, Brazil’s businesses hubs are concentrated across a few main cities. São Paulo is the financial center of the country and has the largest consumer market, where just about all of the most important companies in the country keep an office. Investment fund or banks in Brazil and the Brazilian stock market most often keep their headquarters in São Paulo . The city is near key-industrial poles (such as Campinas and ABC Paulista) and the largest port in the South hemisphere, which is called Santos.
It’s also common for litigation, tax and public law firms to have offices in Brasília, the national capital which is the seat of the Supreme Court, regulatory and enforcement authorities, and the main politicians.
The country is divided into 5 different regions with distinctive features and 26 federal states. The agribusiness is the main economic activity in the country, specially in the South and Midwest Regions.
The Southeast Region is very important as it where both São Paulo and Rio de Janeiro are located. It has the largest economic development through a plural economy in the productive industry, services and financial market.
The North and Northeast regions are key markets for international businesses and investors to watch due to their abundance of natural resources and growth potential.
4. How will the new Personal Data Protection legislation impact marketing capabilities for foreign entities doing business in Brazil?
The new Personal Data Legislation (LGPD) is already in force in Brazil. The law was inspired by the GDPR law of the EU, and was designed in order to protect people’s data and to fine companies which share or use personal information through a non-consensual way.
Email marketing campaigns, and the ways in which clients can do outbound lead generation campaigns were highly impacted by these new laws. While still a very useful content tool for law firms, it is now recommendable to the firm to establish a partnership with a local marketing specialist and compliance specialists to avoid sanctions.
5. What are the main aspects of the Brazilian legal regime that international clients must know?
Under regulations in Provimento 91/2000, foreign lawyers or law firms can only practice international or their country’s law as ‘foreign legal consultants’, and can only advise Brazilian clients on international legal matters. Foreign firms are not allowed to enter into partnership with or employ Brazilian lawyers. If a lawyer enters into partnership with a foreign lawyer, they will not be able to advise on Brazilian law and will be treated as a foreign legal consultant.
The sharing fees or equity between a foreign firm and a local Brazilian law firms is also banned, as is any joint marketing with local firms. What UK and other international law firms can do is work with Brazilian firms by referring business to each other and seeking each other’s advice on their respective countries’ laws
Paid advertising is also completely forbidden for law firms in Brazil. That’s why inbound marketing, content marketing and public relations are so important to the Brazilian firms’ strategies. Owned media and paid media are really relevant for them.
6. How does LETS Americas and LETS Marketing cover the whole of the Americas from only having two offices, in NYC and Sao Paulo?
By focusing on taking on clients engaged with global business, LETS has been focused on establishing strong relationships with international media and outlets, especially within the sectors of rankings, conferences and events. As the LETS team has worked within the legal marketing and legal media world for a number of years, giving us strong connections and relationships with key players across all of the Americas.
LETS also has a strong internal team of business development consultants who are well equipped and eager to take on any new challenges that our clients may ask of them.
7. What main areas of legal marketing does LETS Americas focus on?
LETS Americas is a completely full-service legal marketing consulting firm. The main areas in which we operate are:
- Branding
- Communications
- Business Development
- Events and Sponsorships
- Digital and Inbound Marketing
- Strategic Marketing Planning
Research - Legal Rankings and Publications
- Public Relations
- International Consulting
7. Which are the main Brazilian law firms to work with me as a lawyer or firm in association?
Brazil has a wide range of firms’ profile’s, considering full service and boutique players. An efficient tool to gather information and make a good decision regarding which Brazilian firm should you reach is to access the main Latin American legal rankings. Leaders League, Chambers and Partners, Legal 500 and The Who’s Who Legal are examples of institutions researching and publishing information regarding several practice areas, attorneys, and law firms. They publish every year a new ranking in English with the best rated lawyers and firms. Check it out and consult your marketing specialist regarding methodology and specificity on each institution.