The appointments will strengthen the award-winning agency’s ability to anticipate new trends across the region, and accelerate impactful client outcomes
Sherlock Communications announces the appointment of Bianca Boucault, Maria Amelia Costa, and Patricia Zylberman as Managing Directors, effective 3rd February 2026. The three leaders will assume a joint role under a shared leadership model as part of the Group Management Board of the independent communications agency which has offices in Bogotå, Buenos Aires, Mexico City, Rio de Janeiro, Sao Paulo, and Santiago.
All three Managing Directors have been internationally recognised for their work in public relations since joining the company in 2018. Patricia Zylberman was Gold Winner in the ‘Rising Star’ for under-30s category at the Davos Communications Awards hosted by the World Communications Forum Association; ‘Rising Star’ in PR News Top Women Awards; and ‘Best Leader in Public Relations’ at the Davos awards in 2025. Bianca Boucault won the Bronze Award in the ‘Digital PR Guru’ at the Davos Digital PR Awards for her outstanding work in digital communications; while Maria Amelia Costa received honourable mention in the ‘Media Professional of the Year’ category at the PRNews Platinum PR Awards.
Sherlock Communications co-founder and Managing Partner Patrick O’Neill, the board expansion allows for innovation at a crucial moment. “The success of Sherlock Communications is a reflection of the dedication of our teams, which have been led by these three women in recent years. We are proud to formalise their amazing leadership and strategic capacity at a time of major industry change. Too many agencies are using AI to take shortcuts, resulting in misshapen results without human context, ethical oversight and strategic intent.”
These announcements form part of an overall expansion of the ten-year-old agency, which recently expanded its service portfolio with new business units, including Broadminded, which offers specialist research and insights services to international clients, and Unlock Latam, focused on outbound and strategic prospecting. Lupa do Bem, an NGO created by Sherlock Communications is another recent agency innovation – the platform highlights the work of local heroes and humanitarian projects in traditionally excluded communities across Latin America, and has indirectly benefited some fifty thousand people in Latin America since it was created during the global pandemic.
For the new Managing Directors, this new leadership model creates additional capacity to accelerate decision-making, support the agency’s expansion, and strengthen day-to-day delivery. It also reinforces the values shared with both clients and the team, which now includes 150 multilingual professionals across Latin America.
“We’re excited about this change and ready to drive Sherlock Communications’ success in 2026 — reaching new sectors and expanding further across Latin American markets. We take on this challenge committed to what has always been essential at Sherlock Comms: close relationships, consistent delivery, and work that creates real impact for our clients,” said Bianca, Maria and Patricia in a joint statement.
In the new structure, the three board members will work in an integrated way across operations – personnel management and development, strategic client experience and success, while developing further growth strategies.
Agency co-founder and Managing Partner Alasdair Townsend welcomes the evolution. “These very well-deserved appointments reflect how Sherlock Communications has grown over the past decade and where we’re heading next. Bianca, Maria Amelia and Patricia each bring considerable regional experience, award-winning expertise and a core understanding of our work and clients’ needs, and this shared leadership model strengthens the agency as we continue to grow.”