Posterscope Brazil To Handle 2016 Olympics $130M Out-Of-Home Media Operations

The Rio 2016 organizing committee announced that Dentsu Aegis Network's Posterscope Brazil will "take care of all operations" for out-of-home media before and during the 2016 Olympics, which will total R$400M ($131M), according to Adalberto Leister Filho of MAQUINA DO ESPORTE. Posterscope Brazil CEO Marco Antônio Souza said, "The idea is that OOH [media] brings the atmosphere of the event, which prepares the city to host nearly 1 million tourists." Another "fundamental task for the company is to be vigilant over irregular publicity or marketing" for the event to ensure that the Games' advertising reach is to be "enjoyed only by official sponsors." Souza: "We have a team of 25 to 30 people doing this. Ten of them checking the streets. Should an irregularity occur, we will alert city hall, which has the power to remove those unauthorized pieces" (MAQUINA DO ESPORTE, 6/17).