B-M Names New EMEA, Latin America CEOs

Ramiro Prudencio

Francisco Carvalho

Ramiro Prudencio, longtime president and CEO of Burson-Marsteller’s Latin America region, has been named CEO of the firm’s Europe, Middle East and Africa region.

He officially assumes the post on May 2.

Prudencio joined the WPP operation in 1990, first being stationed in its Washington, D.C. office before helming its Santiago, Chile outpost. He later served as president of Burson-Marsteller Brazil in São Paulo, and was named Latin America CEO in 2011, a post he has filled since.  Prior to joining the global PR giant, he was a legislative assistant to Rep. Bill Richardson (D-NM).

B-M also reported that Francisco Carvalho, who currently heads the firm’s Brazilian operations as CEO and managing director, will now succeed Prudencio as CEO of the firm’s Latin America region.

Carvalho, who has lead the firm’s São Paulo, Rio de Janeiro and Brasília offices since 2005, was previously held corporate communications director roles at UK-based appliance company GTECH and McDonald’s. He also held a previous managerial stint at Burson-Marsteller in Brazil.

Like Prudencio, Carvalho’s appointment also becomes effective May 2.

Prudencio will be based in London, and Carvalho will work out of São Paulo. Both will report to B-M worldwide president Kevin Bell.

Bell, who previously held the global public affairs practice chair position in London, was appointed worldwide president in December.