By Adriana Fonseca, with a report from Sérgio Tauhata and Patrícia Machado in Pequenas Empresas & Grandes Negócios
In 2008, Natasha de Caiado Castro, 39, a partner at the events company Wish, participated, as a guest, in a congress promoted by a technology multinational in a castle in France. At arrival, there were no people at the reception, only signs, among other signals that caused her to feel strange. “I started to notice flaws in the organization and recorded each one.” That was when she realized she was facing a great opportunity: to organize events for Brazilian companies based abroad. From the party in the castle to the opening of its first branch abroad, months passed. Natasha knocked from door to door until she reached the right person, the marketing executive of that multinational. With a strong first client in her portfolio, she felt safe to open an office in Montpellier, southern France. He stayed there for four months, until she realized that, to better serve all of Europe, it was necessary to be in the capital, Paris. The Brazilian Wish ended up in one of the noblest addresses in the city, Place Vendôme. A year later, it was New York’s turn to receive the second branch, and the company continues to grow.