Rio de Janeiro, Brazil: 22nd August 2011 – VERO Communications, a leading international sports marketing and communications agency and its new Brazilian company (MLA True Communications) has today announced a collaboration with Approach, one of Brazil’s largest PR agencies.

The announcement comes on the eve of a major event in Rio to launch VERO in Brazil and the new partnership with Approach. The event at the British Consulate in Rio is celebrating two of the most renowned communications agencies in the UK and Brazil joining forces to work in the Brazilian marketplace.

Since its launch in 2006, VERO has achieved year-on-year growth, and following a number of recent international client successes, MLA True Communications was established earlier this year to capitalise on the sports industry opportunities in Brazil ahead of the 2014 FIFA World Cup and the Rio 2016 Olympic and Paralympic Games.

Approach, launched in Brazil in 1996, has extensive experience and credibility in the communications industry. With offices in Sao Paulo, Brasilia and Rio de Janeiro and a team of over 100 PR professionals, they were recently voted in 2009 and 2010, by journalists, as one of the three best communications agencies in Brazil.

Possessing extensive experience in major events with clients such as Rock in Rio and Fashion Rio, Approach also has a strong sports department and was responsible for the media relations and press operation of the World Military Games that took place in Rio in July 2011. Approach’s current portfolio also includes Red Bull (sporting events such as Red Bull Air Race), the Brazilian Basketball Confederation and the Football Federation of Rio de Janeiro as well as Brazilian brand household names such as EBX, Natura, Grupo Pao de Acucar and AffroReggae.

VERO’s reputation within the sport industry is renowned. Mike Lee OBE, Chairman, has enjoyed a long and distinguished career in the business of sport and has a unique track record of successful high profile campaigns, including as a key advisor to Rio’s 2016 Olympic Bid. Most recently, Lee helped Qatar secure the FIFA World Cup for 2022 as well as the 2018 Olympic and Paralympic Winter Games for PyeongChang, Korea. VERO is currently working with Rio 2016 on the development of Casa Brasil – the Brazilian Olympic House – for London 2012.

Mike Lee, Chairman of VERO, said: “It is an honour and pleasure to be working with Approach. They have a fantastic reputation in Brazil, an impressive client database and a great team. When I first met Beth and the team at Approach, there was an immediate synergy between our two agencies and I am looking forward to working with them to create exciting new pieces of work in the UK , Brazil and globally.”

Beth Garcia, Founder and Director of Approach, said: “We are delighted to be working with Mike and the team at VERO/MLA True Communications. Mike and VERO made a big impression within the Brazilian marketplace when they worked with Rio 2016 on the winning Olympic bid campaign, helping to secure such an historic victory for Brazil. Together, we will be sharing business practices and skills and using this to create new campaigns for our existing clients as well as extending our portfolio with our united offering.”


For further information please contact:

In Rio de Janeiro:
Hettie Paul, MLA True Communications
Tel: +55 21 81030104

Roberto Falcão
+ 55 21 8699-0107