The production company Macaco Gordo, which belongs to a partner of the minister of Secom (Secretariat of Social Communication), worked on Embratur and Embratur campaigns during the government ().
The company has received around R$12 million since 2023 by being subcontracted by advertising agencies, according to , which points out R$7.9 million paid in Caixa media actions and R$3.9 million for Embratur campaigns.
The production company belongs to Francisco Kertész, who is also Sidônio’s partner in the company Nordx.
In a statement, Secom said that the minister stepped away from the management and administration functions of the companies in which he previously worked when taking office in the government. “Therefore, it is unreasonable, unfounded and a lie to insinuate that there was any interference by the minister in favor of companies or individuals during any decision in which he participated within the scope of the federal government.”
Secom also stated that it does not interfere in the choice of third-party suppliers within campaigns. This subcontracting is done by advertising agencies that won bids for public bodies’ advertising accounts.
Wanted by SheetMacaco Gordo did not comment. The owner of the production company, Francisco Kertész, told the newspaper O Estado de S. Paulo that the company has been on the market for over 15 years and was chosen due to its technical qualifications and lower prices.
When carrying out campaigns, agencies must obtain a quote from at least three companies before choosing the one that will be subcontracted. Propeg, Calia and Binder, agencies that subcontracted Macaco Gordo, said that the company was selected after this price comparison.
The campaign funds are paid by public bodies to the agencies, which pass on part of the amount to subcontracted companies, such as Macaco Gordo. This amount that reaches agency suppliers is not detailed on the Transparency Portal.
In a note, Caixa states that the hiring followed criteria established by legislation and the bank’s internal rules. The bank said it has worked with 41 video production companies since 2023 and that Macaco Gordo was selected because it presented the lowest price. Caixa did not say how much was paid to Sidônio’s partner’s production company.
The producer worked on campaigns for Minha Casa, Minha Vida, Lotofácil da Independência, among others for the public bank.
Embratur states that Macaco Gordo worked in two campaigns in 2024, before Sidônio entered the government. One of them, worth R$1.97 million, aimed to promote Brazil in the United States.
Another work by the company, which cost around R$1.99 million, was to deliver a “virtual reality product” to be presented at national and international events, showing videos with tourist destinations in Brazil, such as Rio de Janeiro and Fernando de Noronha.
“Between 2023 and 2025, Embratur will have carried out 11 national and international advertising campaigns. In this universe of campaigns, Macaco Gordo won a competition”, says the organization. The producer’s two campaigns were carried out in 2024.
Sidônio took over Secom in January 2025. The minister changed the Lula government’s communication strategy and started to focus on publicizing campaigns on the internet. The government has also hired influencers and used language from viral videos.
Secom’s new communication strategy contrasts with the previous orientation, by Paulo Pimenta (PT), that investment in radios as a way of reaching the poorest population and those far from the capitals — he left the position in January.
The new minister appointed Mariah Queiroz to the Secretariat of Strategies and Networks. She worked in communications for the mayor of Recife, João Campos (PSB), one of the politicians with wide .
