The New Standard

The New Standard (TNS) is a public relations and strategic communications agency headquartered in São Paulo, Brazil. It plans and runs PR, events, influencer work and advertising for multinational brands entering or operating in Latin America, with local teams in eight countries and websites in English, Portuguese and Spanish.

TNS builds each engagement around a regional strategy that is adapted to local media, culture and language. According to its website, work begins with a conversation to map the client's objectives, markets and opportunities; the team then assembles an integrated plan and the people to carry it out. Engagements run on retainer or by project. Within public relations, the agency describes media relations, storytelling, a day-to-day press office, thought leadership for executives, and coverage measurement, alongside corporate communications for announcements, milestones and market entries.

• Public relations: media relations, press office, storytelling and thought leadership
• Events and brand activations: launches and public experiences
• Influencer campaigns and social media
• Advertising
• Crisis communications
• ESG campaigns

The site presents three case studies. For Gestamp, TNS handled the inauguration of a factory in Piracicaba and reports R$337K+ in earned media value. For Seequent, it ran an ESG campaign tied to Vale's Desenvolver program, reporting 191 stories across 23 states plus the Federal District and USD 1,143,136 in total media value (AVE). For Itaú, it supported the launch of a cycleway with a public ride of 10,000 participants.

The agency reports local teams in Buenos Aires, São Paulo, Santiago, Bogotá, Quito, Mexico City, Panama City and Lima, covering Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Panama and Peru. It lists Christopher Suttenfield and Thiago Carneiro as co-founders and is a Santander Navigator Global partner, which its website describes as making TNS the only PR agency in Brazil guiding clients on Latin American market entry (self-reported). The company notes that its media-value figures measure coverage rather than sales revenue or return on investment.