Pipeline Capital advised on the transaction between FSB Holding and the advertising agency Calia, as part of the FSB group’s expansion and diversification strategy in the communications market.
Based in Brasília and with an office in São Paulo, Calia now joins the portfolio of FSB Holding, which in recent years has structured a group with broad and complementary operations in the areas of advertising, content, technology, and public relations. The group already includes brands such as FSB Comunicação, Giusti, JotaCom, and Santeria.
The acquisition represents a new step in the holding company’s ambition to become one of the largest media buyers in the country. With this operation and others underway, the group estimates it will handle approximately R$ 700 million in media, considering public and private resources.
The group now has 12 companies under its umbrella – which, together, serve 400 clients – and a staff of more than 2,500 employees.
