Vero Communications Announces Partnership with PR Company Approach

Vero Communications, London-based international sport business consultancy and its new Brazilian company MLA True Communications have announced a collaboration with Approach – one of Brazil’s largest PR agencies.

Mike Lee founded the organisation Vero January 2006, the former director of communications and public affairs during London’s successful 2012 Olympic bid, and has since worked on the equally successful Rio 2016 Olympic bid campaign.

Lee is a renowned figure in the industry as the strategist behind a series of other bid victories, the most recent of which saw him working with Pyeongchang who were chosen as the host city for the 2018 Winter Olympics and Paralympics last month.

Before that he worked with Qatar when they secured the FIFA 2022 World Cup, however, he has since attracted controversy when he worked on Tottenham Hotspur’s unsuccessful bid to take over the Olympic Stadium.

The company’s Brazilian counterpart was established in Rio de Janeiro earlier this year to capitalise on the growing sports industry opportunities in the country ahead of the FIFA 2014 World Cup and the Rio 2016 Olympic and Paralympic Games, and sought out Approach as a partner to help them achieve their business objectives.

Approach, who were launched in Brazil in 1996 by founder and director Beth Garcia, have extensive experience in the communications industry with offices in Rio, Sao Paulo and Brasilia as well as a team of over 100 PR professionals.

“It is an honour and pleasure to be working with Approach,” said Lee, who is now the chair of Vero.

“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.”

Vero are currently working with Rio 2016 on the development of Casa Brasil – the Brazilian Olympic House – for London 2012.

Meanwhile, Approach also has a strong sports department and was responsible for the media relations and press operation of the successful 2011 World Military Games that took place in Rio last month.

Approach’s current portfolio also includes Red Bull, 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.

“We are delighted to be working with Mike and the team at Vero/MLA True Communications,” said Garcia.

“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.”