Pulse Group reveals plans for Rio office

Beatriz Hutchings spoke to Event about Pulse Rio's current projects
Beatriz Hutchings spoke to Event about Pulse Rio's current projects

Event spoke to Beatriz Hutchings, the head of Pulse Group in Rio de Janeiro, about the agency's growth plans, upcoming events, and the region's potential.

Pulse recently announced the official launch of its office in Brazil, which is located in Ipanema. "[The office] is in the heart of Rio, and it is where I am from originally," says Hutchings.

"We currently have 11 employees, and are growing the team very quickly as we are pitching for a lot of new work. We have actually been open for a year, but decided to officially launch this month after securing new projects."

She adds that the agency is currently in the process of securing additional work, however details of these events remain under wraps. 

What's on the agenda?

This month will see Pulse Rio introduce Brazilians to the cider category, as it brings the Rekorderlig brand to the country.

Hutchings has worked with Rekorderlig in New Zealand, and explains she is excited for the challenge. "We are launching the cider at specific events to target key consumers over the coming months. Hopefully we will be able to host Rekorderlig branded events and pop-ups in a few months, as people become familiar with the brand.

"We plan to focus on Rio first, and then the rest of Brazil," she adds.

Pulse is also delivering the Montreux Jazz Festival in May, on behalf of the Swiss Council in Rio and the festival organisers. "It will explore the cultural and musical exchange between the two countries," explains Hutchings.

She previously worked with Pulse Group’s managing director, Rob Sharp on the London 2012 Olympic Games, which makes her well equipped to deliver events as part of the upcoming Rio Olympics.

As such, Pulse Group will be producing the Danish Pavilion – Visit Denmark’s Olympic House for the Rio Olympics. "The Olympic House concept is a mix of a temporary embassy and home away from home for countries, and it is an opportunity for nations to showcase their culture.

"The Danish Pavilion will be the only Olympic House on Ipanema beach, which is a highly sought after location for activations. It will be open to the general public as well as host B2B events," Hutchings explains.

A region in focus

While Pulse has worked in Rio for the last five years, Hutchings says the city and broader region have become increasingly popular for brands looking to secure a slice of the South American market. "The world is exploring Brazil a lot at the moment," she says.

"There are a lot of new opportunities for global activations and brand leveraging."

Read our One Minute With... piece with Pulse Group's managing director, Rob Sharp here.

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