Context and Figures
While North America and Europe have traditionally been the largest PR markets, Latin America, and Brazil in particular, have been increasing their relevance on the global stage of the industry.
A recent and notable example of this trend is the selection of Rio de Janeiro to host the 2024 edition of the PROI Global Summit. This annual event will take place in Latin America for the first time in the organization’s 54-year history.
The significance of this choice is substantial: PROI Worldwide is the largest global network of independent PR agencies, with 86 partners in 65 countries and a combined revenue of $1.128 billion in 2023, making it the 5th largest group in the sector worldwide.
1 Year of Planning, Organization, and Execution
- Attendance of 98 global leaders from various regions: Africa, the Americas, Asia, Europe, and Oceania
- Some partners traveled over 24 hours, taking three flights and connections to reach Brazil
- More than 20 lectures and workshops with integrated themes, including talent management, creativity, and new technologies
- Over 7 parallel cultural and social events
- Over $5,500 raised for social institutions in Rio de Janeiro through the PROI Challenge project
Introduction
The PROI Worldwide Global Summit 2024 was a milestone event for the global PR industry. For the first time in its 54-year history, this prestigious gathering was held in Latin America, with Rio de Janeiro serving as the vibrant host city. The summit brought together 98 global leaders from five continents, showcasing the growing influence of the region in the world of public relations.
The event highlighted key industry trends, fostered collaboration among independent agencies, and celebrated the diversity and innovation that define PROI Worldwide. With over a year of meticulous planning, the summit combined professional development, cultural immersion, and social impact, making it a landmark edition in the history of the organization.
Event Name: PROI Worldwide Global Summit 2024
Date and Venue: Rio de Janeiro, Fairmont Hotel, May 20-24, 2024
Objectives and Future Vision
The PROI Worldwide Global Summit 2024 was designed to bring together PR professionals from around the world to discuss the future of the PR industry through an integrated and strategic lens. The event aimed to explore solutions that go beyond enhancing the competitiveness of PROI partners in a complex and multifaceted sector. Its ultimate goal was to address innovative and creative strategies that benefit clients globally.
This vision stemmed from the belief that PR agencies must take on a leading, proactive role, aligning closely with client priorities in their respective markets. The stakes go beyond day-to-day business operations, touching on best practices and reputational factors.
In essence, PROI Worldwide sees PR professionals as consultants with a broad understanding of current scenarios and global trends across various dimensions, from market share and brand value to employer branding and technological innovation.
Context
Imagem Corporativa, a 23-year-old company in the PR market, served as the guest agency for the PROI Global Summit 2024—the first annual meeting of PROI Worldwide hosted in a Latin American country. The agency played an active role in the committee responsible for crafting the summit’s content and was instrumental in selecting the venue. After multiple site visits and evaluations of hotel facilities to ensure they met the diverse needs of the Global Summit’s activities, the Fairmont Hotel, ideally located between Copacabana and Ipanema beaches, was chosen.
The agenda tackled structural transformations in the global landscape, such as geopolitical and trade tensions, macroeconomic sensitivities, and climate change. Alongside these, sector-specific topics were explored in various formats, including:
- Competition & Competitiveness
- Artificial Intelligence & Emerging Technologies
- Creativity & Innovation
- Planning, Implementation & Measurement
- Talent Management, Engagement & Interdisciplinarity
Additionally, off-agenda meetings were organized to structure joint actions among partners specializing in specific areas, such as Sustainability and Crisis Management verticals.
Planning
The success of the PROI Worldwide Global Summit 2024 was the result of meticulous planning carried out over the course of a year. Imagem Corporativa, as the guest agency, played a pivotal role in coordinating the event, ensuring every detail aligned with the high standards expected of this global gathering.
The planning process involved
- Venue Selection: Multiple visits and evaluations of hotel options were conducted to ensure the chosen location would meet the diverse needs of the event. The Fairmont Hotel in Rio de Janeiro was selected for its exceptional facilities and prime location between Copacabana and Ipanema beaches.
- Content Development: Imagem Corporativa contributed actively to the content committee, shaping an agenda that addressed both global structural transformations and sector-specific themes. Topics included geopolitical tensions, macroeconomic trends, sustainability, innovation, and talent management.
- Logistics and Coordination: Managing the participation of 98 global leaders from five continents required extensive logistical planning. This included arranging travel, accommodations, and ensuring a seamless flow of events over the five-day summit.
- Cultural and Social Activities: Beyond the formal agenda, over seven cultural and social events were planned to provide attendees with an immersive experience of Rio de Janeiro’s vibrant culture.
- PROI Challenge Project: To align with the event’s vision of positive social impact, the PROI Challenge project was integrated into the planning, resulting in over $5,500 being raised for local social institutions in Rio de Janeiro.
This comprehensive approach ensured that the summit not only delivered professional value but also strengthened the global community of PR leaders while leaving a lasting impact on the host city.
Writing can be simple in form but grand in impact. With a capital letter, a period, and ideas in between, you hold the power to create, connect, and transform.
Introduction
A quote from one of the most famous Latin American writers, the Chilean Pablo Neruda, serves as a fitting reference for organizing an event: at the end of the day, what truly matters and makes a difference is the content it delivers.
When it comes to an event dedicated to international PR industry leaders, whose professional journeys have already included countless events, workshops, and seminars, the content and how it is delivered become even more relevant. Differentiation, in this context, becomes the ultimate goal.
This principle guided the meticulous planning of the PROI Worldwide Global Summit 2024, with Imagem Corporativa serving as the guest agency. From the moment Rio de Janeiro was announced as the host city during the 2023 PROI Global Summit in New Delhi, a clear premise was established: the 2024 summit would avoid any sense of déjà vu.
The commitment was to provide an integrated experience that went beyond a robust work agenda. It included a social program that captured the spirit of Rio de Janeiro—a city most participants had never visited—while offering insights into Brazil and its market context.
The opening session featured a presentation on the Brazilian economy by Roberto Dumas, a professor at the renowned Insper institute. It also included a roundtable discussion on business perspectives with representatives from prominent companies: Marcelo Abud, President of Citrosuco; Lucila Ribeiro, Global Director of Institutional Affairs and Communication at Ambipar; and Gustavo Conrado, CFO of SAP in Brazil, one of the software giant’s key markets.
Even the welcome gifts received by partners from around the world reflected Brazilian culture and habits through six carefully selected items.
This tailor-made event exemplified PROI Worldwide’s strategic approach to its 2024 Global Summit.
Innovation and Purpose
The spirit of Rio de Janeiro was also encapsulated in a song composed by the Imagem Corporativa team specifically for the summit. Titled “Rio PROI Samba”, this tune went beyond mere celebration. It symbolized the fusion of human creativity with artificial intelligence: the lyrics were written by the agency’s professionals, while the melody and vocals were generated using AI.
“Rio PROI Samba” embodied the practical logic and challenges of adopting AI solutions in a safe and controlled environment, aligned with governance best practices.
Another standout initiative was the “PROI Challenge With a Purpose”. During one afternoon, partners engaged in collaborative challenges throughout Rio de Janeiro. More than a team-building exercise, the activity resulted in significant funds being raised for social impact institutions supporting low-income populations in the city. Imagem Corporativa initiated the project by offering $1,000 to the top-performing team, with the condition that they donate the amount to one of six pre-selected institutions. This gesture inspired additional donations from other partners, raising a total of $5,500, which was distributed among all six institutions.
Execution and Results
Feedback and Impact
A robust agenda and parallel activities led to an exceptionally high satisfaction rate for the summit, according to a survey conducted immediately after the event. The satisfaction score reached 9 out of 10, with participants praising the harmony between the topics addressed, the summit’s format, and the connection to the Brazilian context. Positive feedback extended beyond the survey to posts on LinkedIn, Facebook, X (formerly Twitter), and WhatsApp groups.
Innovation and Sustainability
In addition to an enriched environment featuring an AI-assisted samba and a purpose-driven challenge, the summit multiplied themes and approaches. Parallel groups convened to discuss topics such as Sustainability and Crisis Management, as well as:
- The growing influence of players like China and Arab nations in the Latin American market (with PROI partners from Beijing and Dubai participating);
- The challenges faced by Ukrainian communication professionals in combating disinformation and fake news amidst the country’s war with Russia (with insights from a PROI partner in Ukraine).
ROI
While a strict “Return on Investment” analysis may not apply to an event of this format and scale, tangible positive outcomes were evident. The diverse solutions and initiatives discussed over the four-day event laid the groundwork for future actions, whether in business or institutional realms. This was demonstrated by the establishment of specific agendas to be implemented in the months ahead.
