The account was managed for the past five years by Approach Comunicacao, where Helen Belem was a partner before breaking away to form the new agency, taking with her the BVI account and six staff from Approach.
Belem Comunicacao launches in Rio with ten staff, all of which will work on BVI. On the split from Approach, Belem said 'I wanted a small structure which could provide tailor-made services to customers in the entertainment sector.' The agency will also handle work for Cinemark, Brazil's number one exhibitor, and Mixer, a local TV and film production company.
Belem will focus on media relations in the entertainment sector, concentrating on publicity for upcoming releases 'Sin City,' 'The Chronicles of Narnia,' and 'Dark Water.' She reports to Renato Galeano, who heads press for the Walt Disney Company in Brazil.
Approach is currently recruiting to replace outgoing staff.