Based in Rio de Janeiro, Ares Oliver specializes in building the positioning, reputation and strategic presence of entrepreneurs and brands across markets including the United States, Europe and the United Arab Emirates
The international expansion of Brazilian businesses has created a demand that goes beyond commercial growth. As entrepreneurs and specialists increasingly operate across different countries, there is also a growing need to build an image capable of crossing borders while maintaining relevance in markets with distinct cultures, audiences and business dynamics. It is within this context that the work of Ares Oliver has taken on an international dimension.
Based in Rio de Janeiro, the marketer is the founder of URBANOMIDIA, also presented as UM | Marketing e Design, and a partner at MARES AGENCY, an agency focused on positioning, public relations and career management. His work currently encompasses more than 63 active international clients, with projects carried out in the United Arab Emirates, the United States, Portugal, Spain, Canada, South Africa, China and Argentina.
His portfolio includes entrepreneurs, specialists and companies from a range of industries, including real estate, investments, marketing, legal services, manufacturing and multinational corporations. What they have in common is the need to transform experience and results into a perception of authority that is consistent with the markets in which they intend to grow.
Ares arrived at this model of work after building his own career in the marketing industry. His accumulated experience across projects for different companies gradually turned his attention toward an issue that, according to him, began appearing repeatedly among his clients: it was not enough to communicate what a company or professional did. It was necessary to clearly define how that person or organization should be perceived.
“Positioning is not simply about being visible. It is about building such a clear perception of who you are and the value you deliver that the market begins to associate your name with the space you have chosen to occupy”
Ares Oliver
The realization that communication and reputation needed to evolve together ultimately expanded the scope of his work. The strategy began to encompass not only marketing and digital presence, but also media, events, relationships and other environments capable of contributing to the development of authority.
An Approach That Has Expanded Beyond Brazil
The international expansion of his projects has, in many ways, followed the trajectory of his clients themselves. Brazilian entrepreneurs established in the United States, professionals with commercial interests in Europe and executives looking toward the United Arab Emirates began seeking strategies that took the specific characteristics of each market into account.
Today, Ares’ work spans eight countries and more than 63 active international clients. In the United States, one of his areas of focus is positioning Brazilians who have built businesses and careers in the country and want to strengthen their authority among new audiences. In Europe, projects include communication and positioning strategies for professionals and companies operating in or pursuing commercial interests across the region. In the United Arab Emirates, his work also takes place within an environment defined by entrepreneurs, investors and internationally oriented businesses.
Experience across different markets has brought an additional consideration to his work: understanding that internationalizing a brand does not simply mean reproducing the same communication in another language.
Each market has its own cultural references, behavioural codes and criteria for credibility. A strategy designed for a Brazilian audience may not produce the same effect when presented to an American entrepreneur, a European investor or an audience in the Middle East. For Ares, positioning must preserve a client’s identity while also taking into account the environment in which that image will be presented.
This perspective is particularly evident in projects involving Brazilian professionals living abroad. Many already have significant experience and achievements, but may struggle to transform that history into a narrative that is understood and valued within a new market.
This is where positioning begins to intersect with reputation building.
Media and Events as Strategic Tools
Media exposure is one of the tools used in this process. Clients positioned by Ares have secured coverage in highly relevant outlets, including Forbes and other national and international publications. The strategy, however, is not treated simply as an opportunity for visibility.
Editorial exposure forms part of a broader positioning strategy, in which presence in selected media outlets can help reinforce the authority of an entrepreneur or specialist among potential clients, partners and investors.
The same principle applies to events and relationship-building environments. Throughout his career, Ares has developed positioning strategies for clients who have participated in highly visible settings, including the charity auction organized by the Instituto Neymar Jr. and events connected to Formula 1.
In these cases, the work is focused on the positioning of the clients themselves and on strategic presence in environments where relevant connections can emerge for their businesses and careers. The objective is not simply to attend, but to understand which spaces, events and networks can help expand professional relationships and strengthen the perception of authority.
For professionals operating in sectors where reputation and relationships carry significant weight, being present in the right environments can itself become part of a broader value-building strategy.
One example of his international work is the project developed for Manuel Zau Polo, an entrepreneur with business activities in the United States. The project brings together elements that are central to this model, including positioning, communication and authority building in a market different from the one in which the professional began his career.
A New Division Focused on Career Management
The creation of MARES AGENCY expanded this approach. As a partner in the agency, Ares also began working with positioning, public relations and career management, bringing communication strategy even closer to the personal brand development of entrepreneurs and specialists.
The shift reflects a broader transformation in the market itself. Professionals who once relied almost exclusively on the strength of their companies have increasingly recognized that their personal reputation is also an important business asset.
An entrepreneur’s trajectory, expertise, achievements, relationships and public presence can influence how their company is perceived. For specialists, the connection can be even more direct, as the professional identity itself becomes part of the brand.
MARES AGENCY operates within this space, with a proposition focused on building and managing that perception. Media relations, media presence, positioning and career strategy are addressed through a unified approach.
From a Brazilian Operation to an International Practice
Ares’ experience leading URBANOMIDIA, also presented as UM | Marketing e Design, remains one of the foundations of his professional trajectory. The agency established its presence in marketing, communications and design before expanding into international projects and a more specialized demand for strategic positioning.
With MARES AGENCY, Ares now brings together two complementary fronts. On one side, a structure dedicated to marketing and communications for companies. On the other, an operation focused on authority building, public relations and career management.
The combination reflects a broader shift in the way brands and professionals compete for attention in the marketplace. In an environment where attention is increasingly fragmented, having strong communication is no longer enough to guarantee recognition. It is necessary to build a consistent narrative, occupy the right spaces and establish associations capable of reinforcing the desired perception.
This logic helps explain the growth of Ares Oliver’s international work. What began in the Brazilian market has evolved alongside entrepreneurs and specialists at different stages of their careers, including moments when these professionals decided to expand their businesses into other countries.
Today, with more than 63 active international clients and projects carried out across eight markets, the work developed from Rio de Janeiro seeks to address a question that is becoming increasingly relevant among Brazilian entrepreneurs:
How can a trajectory built in one country become authority recognized beyond its borders?
For Ares, the answer begins with understanding that positioning does not end when a brand crosses a border. On the contrary, that is precisely when the strategy needs to become even more precise.
The international expansion of Brazilian businesses is therefore creating new opportunities for professionals specialized in reputation building. Within this movement, Ares Oliver is establishing his position by connecting marketing, media, positioning and career management with entrepreneurs and specialists who no longer view the market through the lens of a single geography.
