Brazil’s Olympic-sized challenge

Brazil’s
Olympic-Sized
Challenge
By Thomas Kamm,
Partner, São Paulo
July, 2016
Brunswick
Intelligence

2 | 2016 | BRUNSWICK ©
Brazil’s
Olympic-Sized Challenge
As Brazil prepares to host the summer Olympic
Games next month, the country faces a vexing
question: Which of its two Presidents will open and
close the games? Could one open and the other close?
If uncertainty were an Olympic sport, Brazil would
be a top contender for the gold medal. It’s not just
facing the usual host city questions, such as will the
installations and infrastructure be ready, can Rio
ensure the security of tourists who will throng
the city and how will all this be financed? It’s also
facing health challenges such as the Zika virus.
Above all, Brazil is confronting an existential
question: When will it emerge from its deep
political and economic crisis?
Indeed, the Olympic extravaganza coincides with
another riveting event in Brazil: the ongoing
impeachment trial of suspended President Dilma
Rousseff — which is part of a broader saga, the Lava
Jato investigation into corrupt ties between business
and politics — whose daily developments transfix
the nation like a larger-than-life soap opera. And
the Russian-doll-like confluence of all three, leaves
the country, currently governed by acting President
Michel Temer, facing a host of unanswered questions
just as the world’s eyes are on it. “Brazil is going
through a moment of several simultaneous crises,”
economist Marcos Lisboa, the President of the Insper
business school, told Folha de São Paulo.
The 2016 Summer Games were meant to be the
crowning achievement of Brazil’s coming of age as a
global superpower. The vaunted “B” in BRICS had left
hyperinflation behind, lifted millions out of poverty
and escaped the global crisis nearly unscathed. But
something happened on the way to the debutante
ball: President Luiz Inácio Lula da Silva, who nearly
walked on water when he left office in 2010 (but now
risks being ensnared in the Lava Jato scandal), was
succeeded by Ms. Rousseff; economic policy veered
off course, an investigation into money laundering
turned into a gigantic corruption scandal and
Ms. Rousseff was forced to cede, at least temporarily,
her office to her vice-president, Mr. Temer, an ally
As it prepares to host the 2016 Summer
Olympics next month, Brazil is confronted
with challenges of Olympian proportions.
It’s not just the usual questions about
preparedness, cost or security. It’s also
a health scare due to the Zika virus.
And all of this is against the backdrop
of a continuing political crisis and deep
recession.
If Acting President Michel Temer is
confirmed (suspended President Dilma
Rousseff’s impeachment trial may be
decided during the Games), he faces four
key issues that are the equivalent of
competing in four simultaneous Olympic
disciplines:
• The sprint: Hosting a
successful Games
• The 110-meter hurdles:
Remaining in power
• The steeplechase: Getting
the economy back on track
• The marathon: Implementing
structural reforms
It will take all of Brazil’s inventiveness and
spirit to pull it off, but Brazil is always good
at parties and there are some encouraging
signs beneath the apparent chaos.
For all of the confusion, the country’s
economic agenda has changed, and
the combination of signs of economic
improvement and the looming end to
months of political uncertainty could drive
a Brazilian recovery.

© BRUNSWICK | 2016 | 3
turned enemy. And so, the host of the Olympics
looks more like a submerging market right now
than an emerging one — although there are signs of
advances towards a more free-market agenda that
offer some medium-term hope.
For Mr. Temer, an accidental President still not
certain he won’t be more than a temporary one, this
is a huge challenge that obliges him, in the words of
economist Luiz Carlos Mendonça de Barros, to run
“two parallel agendas”: a political one to shore up
support in the short term — which means opening
the purse-strings, and an economic one aimed
at implementing longer-term structural reforms
— which requires painful decisions. If it sounds
contradictory, it is. If Mr. Temer were an Olympic
athlete, he would be participating in four different
events at the same time, to wit:
1
The sprint: Hosting
a successful Olympics
Like previous host cities, Rio de Janeiro is racing to
get ready on time. It has not been smooth sailing: an
elevated bicycle path built for the games collapsed
in April when hit by a huge wave, killing two people.
The velodrome is still under construction, and a key
new subway line connecting the Olympic Park to the
city is behind schedule. Other infrastructure projects
scheduled to be ready by game-time, such as an
aquarium by Rio’s port, will not be.
Brazil faced similar doubts in 2014 when it hosted
the football World Cup, and it pulled it off with flying
colors (even if some infrastructure projects remain
on the drawing board to this day). While the current
situation could be considered a familiar bit of chaos,
it is not. With the state of Rio close to bankruptcy
due to falling oil prices, the state’s interim governor,
Francisco Dornelles, declared a “state of calamity”
last month to get the Federal government to pitch
in 2.9 billion reais in emergency aid to fund security.
Striking civil policemen greeted tourists arriving
at Rio’s Antonio Carlos Jobim Airport with a banner
reading “Welcome to hell. Police and firefighters
don’t get paid, whoever comes to Rio will not be safe”
— hardly the sort of publicity a host city wants. And
then there’s the Zika scare that threatens to keep
tourists and even athletes away.
Despite these obstacles and polls showing that half
of Brazilians disapprove of hosting the Olympics,
the government, the city and local Olympic
authorities express confidence that Rio will deliver a
“spectacular Games” in the words of Carlos Nuzman,
president of the organizing committee. The mayor of
Rio, Eduardo Paes, maintains that the games will be
on budget (and below the cost of Summer Olympics in
other cities), leave a lasting legacy for the city, and be
a big party –although he also told the Guardian that
the current environment makes the Olympics “a
missed opportunity” to showcase the country.
Mr. Dornelles strikes a more cautious note: “We can
have a great Olympics,” he told O Globo, “but if some
steps aren’t taken, it can be a big failure.”
2
The 110-meter hurdles:
Surviving the
impeachment trial
and Lava Jato
Mr. Temer’s other urgent challenge is to remain
in office. “Who will be the country’s President at
Christmastime?” asked former Finance Minister
Antonio Delfim Netto in business daily, Valor
Economico. By a vote of 55 to 22, Ms. Rousseff was
suspended in May by Brazil’s Senate for a maximum
of 180 days, during which the Senate will conduct
an impeachment trial. If two-thirds or more of the
Senate vote to impeach her, the 75-year-old
Mr. Temer serves out the rest of Ms. Rousseff’s term,
until end-2018. If less than 54 of the 81 Senators vote
in favor of impeachment, Ms. Rousseff returns to
office with Mr. Temer as vice president. Although
the focus of Brazil is on the Lava Jato scandal,
Ms. Rousseff’s personal integrity is not the issue,
despite mounting evidence that her victorious
campaigns of 2010 and 2014 may have been
financed by money skimmed off from government
contracts. She was suspended for alleged budgetary
irregularities used to mask the size of Brazil’s deficit
in violation of the country’s Fiscal Responsibility Law.
Ms. Rousseff claims she is the victim of a “coup”
to remove her, but Mr. Temer denies this saying the
entire procedure was in line with the Constitution
and has been approved by both houses.

Ms. Rousseff is pinning her hopes on a recent
report by a nonpartisan team of Senate budget
analysts that cleared her of some, but not all,
of the irregular bookkeeping allegations. She is
also counting on Mr. Temer’s low popularity: a
recent poll by DataFolha showed just 14% said his
government was good, barely above Ms. Rousseff’s
13% rating in April. His rejection rates are half those
of Ms. Rousseff’s and he has been more skillful
than his predecessor at building Congressional
support. Most political analysts give Ms. Rousseff
slim chances of returning. Even if Mr. Temer
survives the impeachment trial, his troubles are
not necessarily over. Though some would like
to stop it, the Lava Jato investigation continues
relentlessly, and by one recent count it has already
put 95 politicians under investigation, 47 people
under arrest, 101 people awaiting judgment and
77 condemnations, some of whom are among the
country’s most important businessmen. In his two
months in office, Mr. Temer has already had to
sack three of his Ministers, and the Lava Jato could
even impact Mr. Temer himself, though he has
denied all allegations of wrongdoing and told
Folha de São Paulo in an interview that he had
“zero” concerns about being involved.
3
The steeplechase:
Getting the economy
on track
Should he survive the impeachment proceedings
and Lava Jato, Mr. Temer faces another huge
challenge in fixing the economy. Brazil is in its
worst recession since the Great Depression, with
GDP down last year by 3.8% and set to contract by
about the same level this year. Unemployment has
soared by more than 40% in one year and today
stands at 11.2%., with 11.4 million people out of
work. Inflation, in double digits last year, is at 8.84%
over the past 12 months. Brazil’s gross debt has
jumped by almost one-third in the past two years
to 66.2% of GDP and rising rapidly. Brazil has been
cut to junk status by all three major credit rating
agencies.
Reading Brazilian newspapers today yields a
cornucopia of negative superlatives. Telephone
company Oi just filed for the biggest-ever Chapter
11 proceeding in the country to restructure its
debt. Auto production has fallen to 2004 levels and
the country has slipped from the world’s seventh
biggest automaker to the 10th in the space of six
months. First-half retail sales in São Paulo are
the worst since 1995: industry is operating at 64%
capacity, GDP per capita over the 2014-2016 period
has fallen by 9% and according to consultants
Tendencia, between 2014 and 2018 5.21 million
families will be relegated from the much-vaunted
C class which, as the consuming class, was the
symbol of Brazil’s rise.
The government is in a policy bind. Despite the
deep recession, the persistence of high inflation
and deficits forces it to pursue a restrictive
monetary policy, with the benchmark Selic interest
rate at a whopping 14.25%, and enforce spending
cuts and possibly even some tax hikes. Still, for
all the gloom, the government’s economic team is
highly respected and there are encouraging signs.
Industrial production has been at least stable for
three consecutive months — the first time since
2012. Inflation is falling, and the hawkish stand
by the new Central Bank President Ilan Goldfajn
has raised hopes of a sharper fall next year. GDP
contraction may have bottomed out. The country’s
deficits are still huge, but Finance Minister
Henrique Meirelles has promised a deficit next year
of 139 billion reais, down from an estimated 170.5
billion reais this year. More importantly, he has
proposed a constitutional amendment that
would freeze budget spending for 20 years, which
would actually represent a drop in spending
once inflation is discounted.
But for now, Mr. Temer has his hands tied. Even as
Brazil faces yawning deficits, he has opened the
coffers to build support ahead of the impeachment
vote — including a 12.5% increase in the Bolsa
Familia welfare program. “The government has
been ambiguous,” Insper’s Mr. Lisboa told Valor
Economico, “Some important measures are
starting to go in the right direction, and others are
off-track.” The interim government, he says is
“a hostage to its fragility.”

© BRUNSWICK | 2016 | 5
4
The marathon:
Implementing
structural reforms
Though Brazil’s economic mess requires a quick fix,
there’s a broad consensus that the country needs to
remove strangleholds on growth and pursue deep
structural reforms. While the government is focused
on emergencies such as staunching deficits, it has
shown encouraging signs of being open to reforms
once the contingency of the impeachment trial is
overcome. Among the expected reforms are:
• Liberalizing local content laws: In a recent
damning report, the Federal Accounting Court,
a watchdog body, wrote that local content
requirements — one of the Workers’ Party’s
standard bearers — have been ideologically
motivated and have in fact been detrimental
to Petrobras and the oil & gas industry’s
competitiveness. The government is planning to
announce changes soon.
• Opening up pre-salt exploration: The
government is currently pushing a bill through
Congress that would remove Petrobras’s
obligation to hold at least 30% of all exploration
blocks in pre-salt oil fields. The requirement
is viewed as penalizing both to Brazil and to
Petrobras, and its new CEO, Pedro Parente,
supports lifting it.
• Privatization: Although privatization is
something of a dirty word in Brazil, the
government is contemplating a vast program to
raise up to 30 billion reais. The plan could include
assets owned both by the Federal government
and State governments, including airports, road
concession, energy companies and financial
institutions. Petrobras is also seeking to sell
part of its stake in its distribution arm,
BR Distribuidora.
• Pension reform: Brazil runs an unsustainable
deficit in its pension system, equivalent to
2% of GDP, largely because it is one of the few
countries in the world to have no minimum
retirement age: men can retire after 35 years
in the labor market and women after 30 years.
The government is seeking to set a minimum
age requirement, introduce a minimum number
of years of contribution into the system and
reduce disparities between the public and private
sectors. The issue is very sensitive politically,
but the government has indicated it could seek a
step-by-step approach.
For all the apparent gloom and doom, the Temer
presidency has clearly changed the country’s
economic agenda and even its mood. With polls
showing that optimism is on the rise, this could
mean a Brazilian comeback in the medium term as
more pro-business policies take hold. Prominent
businessman Abilio Diniz has said repeatedly that
Brazil is cheap and investors are just waiting for
signs of political stability to jump in to sectors
such as agribusiness, services and information
technology. “If the economy enters a positive trend,
you will see how much money will come in,’’ he told
Bloomberg recently.
The challenges faced by Brazil are daunting, but
at the same time, the unpredictable situation
could actually be an opportunity. The economic
and political situation clearly points to a need for
deep structural changes. The confusion around
the impeachment trial will be resolved, one way
or another, by November and possibly during the
Olympics. If Mr. Temer is confirmed, he will have
a freer hand to deliver reforms, especially since he
has already said he would not run for re-election in
2018. Lava Jato will continue to weigh on the political
class, but it’s also a sign of functioning institutions
that could also lead to a more robust fight against
corruption. Despite Rio’s manifold ills, Brazilians
are experts at last-minute solutions and are great at
parties, so the Olympics could well be a success.
And the sports-crazy country may well win a batch
of gold medals in the stadiums as well.

For more information
Thomas Kamm is co-head of the São Paulo
office. He has extensive experience in diverse
aspects of corporate communications, including
corporate positioning, media relations, financial
communications, M&A and IPOs. Thomas acts as
a senior consultant to clients on corporate and
financial issues, with a particular emphasis on
retail and consumer goods.
Thomas joined Brunswick in Paris in 2005,
prior to which he worked for 18 years as a
foreign correspondent and bureau chief for
The Wall Street Journal in Europe, South
America (based in Rio de Janeiro from 1989
to 1994) and Africa. Subsequently, he
was vice president for communications and
corporate affairs, and a member of the
Executive Committee of PPR (now called
Kering), the French luxury and retail Group.
Contact Brunswick
São Paulo
Address
Avenida Dr. Cardoso de Melo,
1340, Sala 42, Vila Olimpia,
São Paulo, SP, Brasil, 04548-004
Tel: +55 11 3076 7620
Email: saopaulooffice@brunswickgroup.com
www.BrunswickGroup.com
Brunswick is the global leader in financial and corporate
communications, providing senior counsel to clients around
the globe on critical issues that affect reputation, valuation,
and business success.
Thomas Kamm,
Partner, São Paulo
+55 11 3076 7629
tkamm@brunswickgroup.com
Brunswick Group

Brazil’s Olympic-sized challenge

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Brazil’s Olympic-sized challenge