“I am very excited about this process with Comon, first of all because I like the CEO and the people, and that is fundamental to me,” says Pedro Baltazar, president of Nova Expressão, in statements to M&P.
The media agency holding company Nova Expressão SGPS acquired, at the end of 2024, 52% of the share capital of Comon, a creative consulting agency that works in marketing with a greater focus on digital, “through a capital increase of €500,000”, Pedro Baltazar, president of Nova Expressão and Comon, tells M&P.
“I am very excited about this process with Comon, first of all because I like the CEO and the people, and that is fundamental to me. I am sure that wherever there is a point of contact, we will find a client or a project in common,” says Pedro Baltazar.
Asked about the reason for the sale at this moment, Ricardo Pereira, co-founder and partner of Comon, argues that the question should instead be “why didn’t I do it earlier”, taking into account the opportunities that have already been missed. “Nova Expressão has the same characteristics as us and we have been working together for ten years. The trust we already had came together with artificial intelligence accelerating,” says Ricardo Pereira.
“Comon is focused on certain areas that are managed in a complementary way to marketing departments, usually in the development of social media, new digital products and testing new digital products, in other words, a completely digital environment that now needs to be more technologically robust,” explains Pedro Baltazar.
The remaining 48% of Comon remains with Elemento Digital – Consultoria, Marketing e Desenvolvimento Informático, SA, which until now held 100% of the company. Ricardo Pereira, co-founder and partner of Comon, will remain as CEO for the next term, and the structure of the company he leads will remain autonomous.
“We will try to bring some management efficiency and ensure that the teams of each company, which are completely separate, can, for example, in the area of research and development of AI systems, try to bring some of these tools together,” says Pedro Baltazar.
In this way, Nova Expressão SGPS strengthens its media ecosystem, where it already holds stakes in Nova Expressão – Planeamento de Media e Publicidade SA, PowerMedia, SA and Local Planet International, LDA.
