Brazil's Prax acquires two communications companies

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SAO PAULO--Prax, the holding company for the famous Brazilian adagency W/Brasil Publicidade, is adding two new agencies to its existing eight with the acquisition of a 30% stake in promotions company Konig Parra Marketing Promocional and a 20% share of design agency S&A Design.

Prax will maintain its strategy of keeping all businesses autonomous with their original executives and identities. Other companies in the group include Lew Lara, Propaganda Registrada, Guimaraes Profissionais and W/Portugal, consultant Thymus, design company Made in Brasil andinteractive marketing company PopCom.

Konig Parra, headed by Martin Konig and Edilson Parra in Sao Paulo for the past three years, is a leading promotions agency with clients including Arapua, Citibank, Estrela Toys, General Motors Corp., IBM Corp., Kaiser Brewery, Sharp Electronics, Walt Disney Co. and Garoto Chocolates. Last year, the company posted billings of $7 million.

Launched in 1995, S&A Design is headed by Lee Swain and Regina Maio. With billings of $700,000, clients include Americel, Colgate-Palmolive Co.,Kimberly-Clark Corp., Motorola, Brahma Brewery and Globodisk (Globo Group).

Copyright October 1999, Crain Communications Inc.

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