FC2

Based in Sao Paulo, Brazil, FC2 is a boutique strategic communications consultancy that has carved out a distinct niche in the country’s competitive public relations landscape since its founding in 2019. Operating from its headquarters at 109 Rua Costa Carvalho in the Pinheiros neighborhood, the firm serves a market where corporate reputation, stakeholder engagement, and crisis preparedness are increasingly critical for business leaders. In a city that is both Brazil’s financial capital and a hub for multinational corporations, FC2 focuses on providing high-level counsel to executives rather than broad-based communications execution.

Strategic advisory for senior leadership

FC2 positions itself as a personal advisory service for corporate managers and C-suite executives, addressing strategic questions around corporate identity, market positioning, and risk management. The firm’s approach is grounded in the principle that meaningful communication must resonate with all stakeholder groups, from investors and employees to regulators and the media. Rather than offering a full suite of in-house execution services, FC2 operates as a strategy and ideas partner, working with a curated network of accredited specialists to implement the plans it designs. This model allows the consultancy to remain agile and focused on high-impact advisory work, which is particularly valuable for companies navigating complex reputational challenges or significant transitions.

Core expertise and service offerings

The consultancy’s expertise is built around several interconnected disciplines that reflect the priorities of senior business leaders. Francisco Carvalho, the founder, brings over three decades of experience in journalism, advertising, and public relations, including 14 years as CEO of Burson-Marsteller/BCW in Brazil and Latin America. This background informs FC2’s emphasis on evidence-based strategy, measurable outcomes, and creative problem-solving. The firm’s services typically include:

• Strategic planning for corporate communications and brand positioning
• Crisis management and risk communication
• CEO positioning and executive thought leadership
• Interim management of communications functions
• Executive training and media coaching
• Advocacy projects and public affairs strategy
• Reputation management and stakeholder engagement

Each engagement begins with alignment on goals and key performance indicators, ensuring that the work is both goal-oriented and measurable. FC2’s methodology emphasizes agility and creative thinking, but always grounded in data and evidence. This combination is particularly attractive to companies that require both strategic depth and the ability to pivot quickly in response to changing circumstances.

Ideal client profile and market position

FC2 is best suited for organizations that need sophisticated strategic counsel but may not require a full-service agency relationship. The firm’s clients are typically mid-sized to large companies in Brazil, often facing specific challenges such as reputational threats, leadership transitions, or the need to strengthen their corporate narrative. Because FC2 does not maintain a large in-house execution team, it works best for clients who already have some internal communications capacity or are willing to engage the consultancy’s network of specialists for implementation. The firm’s focus on executive training and crisis preparedness also makes it a strong partner for companies looking to build internal capabilities while receiving top-tier strategic guidance.

For business leaders in Sao Paulo and across Brazil who value direct access to a seasoned advisor with deep experience in corporate reputation and crisis management, FC2 offers a focused alternative to larger agencies. Its emphasis on creative, bold solutions—delivered with the agility of a small firm and the rigor of a seasoned practitioner—positions it well for organizations navigating today’s complex communications environment.