NEWS23 October 2009

HPI strikes Brazilian licensing deal with AboutPeople

Latin America New business

BRAZIL— HPI has struck a licensing deal with Sao Paulo-based start-up agency AboutPeople, giving it exclusive use of HPI’s bespoke techniques in the Brazilian market.

Research approaches covered by the agreement include the brand ‘DNA’ definition tool Brandalysis, qual service Third Generation, multi-media campaign integration measurement tool Superglue and Decision Dynamics, which analyses consumer decision-making processes.

AboutPeople employs seven staff and is led by Paulo Rossetto. The firm has collaborated on projects with Research International in the past, HPI said.

David Iddiols (pictured) senior partner at HPI, said: “We are delighted to have formed this most strategic alliance… it further demonstrates our vision of careful expansion and top drawer research.”

HPI’s agreement with AboutPeople starts today. The company says it has already had “firm project enquiries” from potential clients including Nestlé, Boehringer, Ingelheim, GM and Wyeth.