UOL (www.uol.com.br) selected Edelman through a pitch process which also included Burson-Marsteller, according to Andreas Adriano, technology account manager at Edelman.
The agency will provide a package of PR services to UOL, comprising media relations, media training and consulting on corporate social responsibility matters.
"The bulk of our work, I would say 90 percent of our time, will be dedicated to the media relations effort," Adriano said.
Adriano will head the account under the supervision of Edelman's corporate director Alexandre Alfredo. They will report to UOL marketing and sales director Alexandre de Freitas.
UOL is controlled by publishing company Folha, and has Abril, another local publishing group, and Portugal Telecom as minority shareholders.
Founded in 1996, UOL has exclusive content from Folha's publications, including Brazil's number one daily newspaper Folha de S.Paulo. It also features, on a non-exclusive basis, the content of Abril's publications, including the country's number one news weekly magazine Veja and Playboy Brazil. The company has a newsroom that produces content for online news service UOL News.