Portuguese communication market faces consolidation trend

The Portuguese communication market is undergoing a period of consolidation, characterized by international groups acquiring local consultancies. Recent notable transactions include the sale of Cunha Vaz & Associados to Havas, the acquisition of JLMA by Sweden-based Kreab Worldwide, and the merger of Lift with the Spanish firm Evercom.

Domingas Carvalhosa, President of the Portuguese Association of Communication Companies (APECOM) and CEO of Wisdom, suggests these movements are part of a natural market evolution rather than isolated incidents. She notes that as clients increasingly operate across multiple markets, they seek integrated solutions, driving the integration of national agencies into global networks.

Carvalhosa anticipates a more concentrated, technological, and specialized sector by 2030. While international interest is growing due to the quality of Portuguese firms, she believes the market remains fragmented and expects further domestic mergers between Portuguese agencies seeking to gain scale and strategic synergy.