Cristina Panella joins Grupo Attitude

Intelligence and knowledge technology company is the newest member of a leading communications multinational. Founding partner Cristina Panella moves to Grupo Attitude holding company where she will occupy the position of Innovation, Marketing and Quality Officer

Jan 08, 2014, 10:05 ET from Grupo Attitude


SAO PAULO, Jan. 8, 2014 /PRNewswire/ -- Cristina Panella Planejamento e Pesquisa, an intelligence and knowledge technology company with communications, research and marketing operations in the advisory, market and opinion areas, is now a member of Grupo Attitude's monitoring, research and competitive intelligence business unit (data services). Founding partner Cristina Panella transferred her interest (share swap) to the Group's holding company, without any exchange of financial resources.


According to Ms. Panella, Grupo Attitude's research and intelligence leader, partner  and Innovation, Marketing and Quality Officer, "in addition to developing vertical research with renowned partners to capture and treat data in an expanded customer base, the proposal to respond for institutional marketing and innovation in practices and products in a transverse manner, based on Attitude's expertise, and to implement procedures that ensure quality delivery, played a crucial role in the decision."

"The arrival of Cristina Panella is an important initiative that complements our customer value offering, with the integration of the market, opinion and image research and knowledge technology areas. We are therefore proceeding with our strategic plan aiming to expand technological knowledge/mastery (scalability) and our leading role in transforming the communications market," declared Marcelo Molnar, Head of Grupo Attitude's monitoring, research and competitive intelligence business unit (data services), comprising Boxnet, Maxpress, Todo Ouvidos and Cristina Panella Planejamento e Pesquisa.

Grupo Attitude is a leading communications multinational with operations in four major business areas:  (i) public relations and strategic communications (PR); (ii) monitoring, research and competitive intelligence (data services); (iii) financial communications (IR) and governance; and (iv) digital communication and videos/webTV. This combination of competencies enables the offering of a single value proposition to the market that comprises the monitoring of information, diagnostics, analysis, planning and initiatives in digital and analog platforms for leading stakeholders (consumers, investors, communities, media, government, Board members and employees) and the measurement of results through specific indices.

"Our admiration for Cristina's work and her excellent reputation in the communications market led to our first approach to her more than two years ago, when she founded Cristina Panella Planejamento e Pesquisa. Last December, after the disclosure of the founding of Grupo Attitude, resulting from the combination of Grupo Boxpar, Attitude Global and LVBA's businesses, we met for lunch once again, marking the beginning of new negotiations which have now been concluded and approved by our Board of Directors. The alignment of personal values and our mutual interest regarding sharing the same journey to create value for shareholders were key to the success of the transaction, our first in 2014 - and there will be others," concluded Rodolfo Zabisky, Grupo Attitude's CEO.

Cristina Panella, the Group's new executive officer, has a PhD in Sociology (specializing in Communications) from EHESS - Ecole des Hautes Etudes en Sciences Sociales, in Paris. In Brazil since 1994, she has implemented several studies and projects in companies and institutes (CDN Estudos & Pesquisa, where she was a partner, Datafolha and MCI, among others) and has participated in renowned professional teams coordinating the theoretical principles of new research methodologies. She has lectured in the methodology and techniques of research and general and communications sociology at the Armando Alvares Penteado Foundation (FAAP) and at the Belas Artes University Center of Sao Paulo, as well as at the Brazilian Graduate Institute (INPG). In the communications area, she has prepared specific product methodologies for the production of image and reputation diagnostics, analysis and measurement among stakeholders and image and reputation auditing of companies and institutions, in addition to developing specific approaches and products for corporate communications.

Further information:

Rodolfo Zabisky ( and +55-11 3529-3770)
Grupo Attitude's website:


SOURCE Grupo Attitude