Rio 2016 opening

Was a staged robbery really part of the Olympic opening ceremony?

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While the 2014 World Cup featured many tasteless examples of opulence and sponsors’ champagne dos, the Olympics organisers seem to have learned some imporant lessons from FIFA. Executive producer Marco Balich has recently confirmed the Rio 2016 opening ceremony will break with the recent tradition of large-scale and expensive shows, featuring a low-emissions cauldron and an “analogue” experience.  With the country in recession and unemployment levels at 11%, it would simply be inappropriate for Brazil to spend the same amount as London and Sochi on its opening ceremony.

This sensitivity and humility should be seen as a positive. But the way it being covered is too often far from positive. And make no mistake, there are positive stories.

The Daily Mail recently ran an outraged and incredulous story reporting that the ceremony would will include model Giselle Bundchen being mugged. As readers of this blog will know, the foreign media are no strangers to negative sensationalism when it comes to Brazil and this story is but one more example.

Today it’s being widely reported that this staged robbery had been canned from the ceremony, but is that the full story?

Allegedly, the scene was not just of an attempted robbery but of a young black male being chased by police. The idea was clearly to challenge traditional stereotypes but, in the face of media backlash, it was deemed this was a step too far.

The reported comments of the organising committee have not necessarily helped matters, suggesting the scene was never actually part of the plan and that some elements in the rehearsal ‘were inserted just to confuse the public’.

But, in the face of largely toxic media cynicism, this was always going to be a losing battle.

Brazil is a hugely diverse country and it’s clear the ceremony is looking to celebrate that diversity in a highly positive manner. As well as some of the more internationally known Bossa Nova artists like Gilberto Gil e Caetano Veloso, the show is also going to feature ‘funkeiros’ (funk carioca, Brazil’s version of hip hop) and Lea T, the first transsexual artist to feature in an Olympic opening ceremony.

But you would have to look far and wide to find much coverage of the fact…

At some point, the negative perception of the games has become the accepted “reality” – in English at any rate.

Here on the ground, there is actually a growing sense of excitement. The new tram line has opened, the finishing touches are being put to the main streets, with the construction hoardings (present for the last four years) coming down to reveal impressive new surrounds, the cooler weather is allaying fears of the Zika virus and the photos that have leaked out of the opening ceremony’s dress rehearsal are generating widespread buzz on social media.

It is frankly a tragedy that the opportunity to convey that excitement has been missed.

Some sneak previews of the ceremony leaked from the dress rehearsal:


If you would like to learn more about our PR Agency in Brazil and find out how Sherlock Communications can help you meet your objectives, do drop us a line at

Brazil’s missed Olympic PR opportunity – a failure to respond

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The Olympic Games should be serving as an international showcase for both the city and country that is hosting them. But unless you’ve been living somewhere devoid of internet access and / or newsagents, you’ll notice that’s not exactly the picture painted in the English-language media.

Of course, Rio 2016 is  happening at a troubled time: a complicated, at times toxic, political backdrop; an impending presidential impeachment; a nationwide corruption probe; concerns over security; an economic recession; and, not-least, the zika virus. There was never going to be blanket positive coverage – and I personally can’t remember an Olympics where there weren’t question marks over readiness and overspending.

But, from a communications perspective, could more have been done to paint a picture of the positives and the opportunities, what could have been done to offer a more balanced perspective?

For those of us living in the country, there is a feeling that Brazil has sleepwalked its way into the role of whipping boy for the international press.

Of course, bad news will be privileged over good by any editor worth their salt, but there is a prevailing sense that this editorial trend has been largely unchallenged by Brazilian politicians and institutions.

And it is clear that in some cases, some of the stories written in the international press have been, at best, rapidly produced, and at worst poorly researched or based on questionable syndications.

It has been crying out for a proactive PR response campaign, but it has not happened. Why?

Brazil has always been introspective, but given its current problems, and the fact that most of the would-be spokespeople for the Olympics are politicians, primarily concerned with communicating to their own electorate, there has been a vacuum of replies and alternative points of view offered to the international media.

Put simply, the Government’s communications teams were more concerned with minimising the domestic scandal than the country’s global image.

What simple stories and points of view could have been offered to counterbalance the negativity? A few examples…

On the issue of security – the Rio police are being reinforced by offers from neighbouring states and a 2100 from the armed forces.

On the issue of traffic – the cities normal routes are being modified so that delegations and organizers have special passage through the city streets with exclusive lanes.

On the issue of the zika virus – the government is mobilising 220,000 soldiers of the armed forces to provide aid in a campaign involving 356 Brazilian cities.

On the recession – with rising unemployment rates, the Rio de Janeiro tourism sector is creating an additional 4080 temporary jobs during the period of the Games.

On the mood – point to the example of the World Cup. Brazil 2014, itself subject to numerous criticisms, was notable for its feel-good factor (albeit discounting the semi-final). As soon as the tournament started, the country was orderly, hospitable and unified in support. Its self-esteem was clearly raised. With the broken records and outstanding performances doubtless to follow from both Brazilian and international Olympic athletes, who is to say we won’t see a repeat performance?

The fact remains though, with no-one to makes these arguments and mount a credible, proactive PR defence to bad news stories, international journalists will inevitably maintain a negative bias in their coverage and what positive stories exist will be lost in the doom mongering.


If you would like to learn more about our PR Agency in Brazil and find out how Sherlock Communications can help you meet your objectives, do drop us a line at

The Brazil Business round-up – 19th July 2016

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Brazil is a complicated market where the legal, business and political landscape can change rapidly. To help you navigate its many complexities, we provide a regular round-up of the most important business and political news that PR agencies and marketing professionals need to know.

  • WhatsApp service suspended in Brazil – A Brazilian judge ordered an indefinite suspension of Facebook’s WhatsApp on Tuesday (July 19th) after it failed to cooperate in a criminal investigation, the third such incident involving the popular phone messaging app since December. A judge in the state of Rio de Janeiro said the order, affecting more than 100 million users throughout Brazil, will be lifted once Facebook surrenders data information. WhatsApp stood by its defence that encrypted messages sent over the app are not stored on its servers, an argument that has won out on appeal, quickly reversing recent blockages that still show the vast discretionary power of Brazil’s lower courts. The office of Brazil’s attorney general reiterated its position that judges who suspend WhatsApp are incorrectly interpreting a 2014 law meant to provide a legal framework for the internet. Still, that guidance has not stopped judges frustrated with the modern limits of wiretaps in drug-trafficking investigations from going after the service and even briefly jailing a senior Facebook executive in March
  • Suspension of the vilified Eduardo Cunha, President of Congress, who resigned his position as President (Speaker) of Congress. The immediate reaction was competition among Congressmen to become his replacement, with 14 Members of the House putting themselves forward. Why is this important? The ultimate winner will have a major impact on Government’s ability to gain support in Congress to pass the legislation required for economic reform. Following his resignation, Cunha lost an appeal to the Congressional Constitutional Committee and the motion to expel Cunha from Congress is expected to take place in August. If passed, this motion should go some way to calming a politically toxic atmosphere in Congress and aid the government’s plans to stimulate economic recovery for Brazil
  • Long queues for domestic passengers reported following New Security Checks – Brazil’s National Civil Aviation Agency (ANAC) is advising air domestic airline passengers to arrive earlier than normal at airports because of new security procedures.    ANAC advises passengers allow two hours before flight departure time rather than one hour which is the current norm.  The new recommendations follow long queues being reported at Brazilian airports this Monday (18) after tighter security checks for domestic flights were introduced. Security checks now include requiring laptops and notebooks to be removed from hand luggage and scanned separately
  • Opening up Government controlled enterprises to market forces – President Temer sanctioned a new law setting out the criteria for nominating key executives at the Government controlled enterprises which are a large percentage of Brazil’s GDP. A minimum experience of 10 years in the industry, plus a minimum of 4 years experience as head of an area/ department will now be required for such appointees. These requirements are no panacea, as they would have been met by leading perpetrators of the corruption scandals at Petrobras who since have been condemned by the courts. No current or recent holders of political office, unionists, regulators or anyone with a conflict of interest will be accepted for these positions from here onwards. The new law promises to avoid the most blatant abuses of past practice, but did not meet the entire wish list of the Brazilian Institute of Corporate Governance (IBGC)
  • Interim President Temer says in interview with Folha de São Paulo Newspaper that he plans to privatize Congonhas and Santos Dumont Airports – In an attempt to to reduce the government deficit, interim president Michel Temer told Folha that he will consider the privatization of the Congonhas (SP) and Santos Dumont (RJ) airports. “We may have to privatize, the case will be analyzed, and Congonhas and Santos Dumont airports will represent a good addition,” said Temer. Six airports have already been transferred to the private initiative – these airports are responsible for 45% of the passengers travelling by air in the country. Temer became interim president in May when the Brazilian Senate began an impeachment process against President Dilma Rousseff leading to her suspension from office
  • Partnership with Jamie Oliver forces Brazilian food giant BRF to invest in animal management improvements: In September, Sadia, a BRF brand, will launch a line of pre-prepared food based on chicken, to be marketed under the Jamie Oliver name. Oliver states that 183 of the poultry farms integrated with the Sadia operations were adapted to meet the practices of animal wellbeing that he defends
  • Brexit takes centre stage – Prior to the Brexit vote, Brazilians had looked on Brexit as an academic and distant possibility. Anyone concerned as to the relevance of the UK on the world stage would have been reassured that the country is centre stage in Brazil. The UK’s exit from the EU was the lead story on Brazilian news and chat shows after the results were announced in Manchester.  The UK Ambassador to Brazil made various statements representing Great Britain positively and contextualising the referendum vote in interviews with key publications, on the radio and TV and in the press. He also met with the Brazilian Foreign Secretary who is anxious to increase Brazilian exports, and who, reportedly, scented an opportunity for floating the idea of a Brazilian trade agreement with the UK
  • Money Managers foresee a unique period of increasing asset values in Brazil: Executives of Brazilian Money Managers were brimming with optimism at the 2016 annual markets awards ceremony organised by S&P Global Ratings for the Valor Econômico business newspaper. In part, their optimism is based on the Temer Government’s Governance blitz on the critical Government Controlled enterprises. This includes the appointment of new, professional management to these Companies, which includes major contributors to Brazil’s GDP, such as Petrobras and Banco do Brasil. The Money Managers believe that Brazil can benefit from an influx of Foreign Investment with the resolution of Brazil’s fiscal issues and with the reinvigoration of public concession projects. They see that local assets can get a boost from the resulting change of prospects, especially at a time when global interest rates are close to zero and likely to remain so
  • Retail shares up 35% in 2016 on the back of improved consumer confidence: While still lower than the historic high of 2012, this is the best performance of share prices in the retail sector since the recession starting biting into the pockets of consumers in 2014. Analysts explain that the improvement is driven by expected declines in interest rates and by the Federal Government getting inflation more under control. These expectations are reflected in the Getulio Vargas Foundation consumer confidence index, which in June reached its highest level in 12 months. Specialists warn however, that there still are no concrete signs of a sales recovery and that retailers are still licking their wounds as they prepare themselves for the upturn. – Hope springs eternal
  • Brazil is one of the top 4 markets for renewable energy: In less than 10 years Brazil has become one of the major world markets for wind farm energy generation. Between 2006 and 2015 the sector received some US$28 billion in investments, and in 2016 alone some US$5 billion
  • FAO and OECD studies show Brazil as a long-term winner in market for food products: Recent studies ( show decelerating demand and global supply of agricultural products over the next decade, and project relative stability of international agricultural commodity prices. They also show that over the period Brazil will tend to gain greater market share in some of its principal markets such as soya, corn, sugar, milk, beef and chicken meat
  • Ministry of Agriculture finalising proposals to free up of land ownership by foreigners: Blairo Maggi, Minister of Agriculture announced that a working group of the Ministry will be finalising “in the next week or two” proposals to recognise the purchase of land in Brazil by foreigners. The proposal will permit foreign investors to become part of the thriving Brazilian agricultural production scene. The Minister stressed that while the timeline for the project has not yet been defined, “I have no restriction against foreign investment in agricultural land.”
  • Serasa Experian reports hike in requests for court protection from creditors: Serasa Experian reported that there were 88% more requests for court protection from creditors in the first half of 2016, than in the same period of 2015. This is the most number of requests since the Bankruptcy law became enacted in 2005. Of the requests, 535 were made by small enterprises, 246 were by medium sized enterprises and 142 by big enterprises
  • International fashion retailers skirt around Brazil: In the last few months, several international fashion retailers have left the country or have given up plans to install themselves in Brazil.  Sonne, consultants in Brand Management, believes that the environment is too difficult for these big retailers and should remain so for at least a decade
  • Banco do Brasil votes to Remain: South America’s biggest bank, Banco do Brasil, which has been in London since 1971, issued a statement saying, “The Banco do Brasil is monitoring closely the decisions about the UK’s exit from the European Union, but is not considering interrupting its activities in London and does not see any significant impact on its operations in the region.”
  • Brazilian market for smart grids and solar energy could be up to US$29 billion by 2025: Reports prepared by consultants Carbon Trust were presented in London by Apex-Brazil (Brazilian Export and Investment Promotion Agency) showing that opportunities in Brazil for smart grid technologies and solar energy could be in the range of US$22 to US$29 billion by the year 2025
  • The Rio Olympics could generate insurance premiums of up to £600 million:Margo Black, CEO of Swiss Re Brazil, and past Board Member ofBritcham Brazil, says that Swiss Re and Munich Re have provided stop loss cover on TV broadcasts for the Games. Willis Towers Watson has written policies of up to US$30 milion for companies with executives involved in the Rio Games with respect to terrorist attacks. Alvaro Igrejas, Willis Towers Watson Director of Corporate Risks says, “There has not been an accentuated demand for this cover in Brazil given the country’s reputation for being peaceful.”
  • Government postpones decision to permit extended foreign shareholding in Brazilian airlines: In the face of opposition by Congress, the Government decided to maintain the limit on foreign investment in Brazilian airlines at 20% instead of removing all restrictions. However, other urgent air transport measures providing relief to the beleaguered sector are to be approved. A removal of restrictions against foreign investment in the sector may now be addressed as a separate bill in the future. according to Ana Cândida Carvalho, partner of the Tozzini Freire Law Firm and aviation specialist, “It is necessary to make the Brazilian airline market more attractive to foreign investment”. She affirmed that much of the current regulations is so weighted towards consumer protection that it is not possible for consumers to obtain the benefits of low cost airlines. A Bain & Co study shows that the Brazilian operations of a low cost airline such as Ryanair would be 27% higher than in Europe. In a visit to Argentina, Declan Ryan, CEO of Ryanair, declared in connection with their new routes in Latin America “We have started negotiations in all countries in the region except Brazil, as there is too much corruption there”
  • Federal Government changes Power sector rules to attract investors: On the day that the Government published the offer documents for the privatisation of power distributor CELG D, it also changed the rules for the power sector in an attempt to make this privatisation, and others to come, more attractive to investors. The minimum bid price for CELG D is around £560 million


If you would like to learn more about our PR Agency in Brazil and find out how Sherlock Communications can help you meet your objectives, do drop us a line at

In the Olympic spotlight – Mastercard becomes supporter of Christ the Redeemer

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Ahead of the Rio 2016 Olympics, brands have started to step up Rio-centric, wider Brazilian and international activities in the run up to the games. In the countdown to August 5th, we will be offering a regular commentary on of the main movers and shakers from the sponsor and non-sponsor categories.

In the spotlight this week: Mastercard (non-Sponsor)

Just four months before the games and with an agreement lasting until 2018, non-Olympic sponsor Mastercard have announced a new deal with the Archdiocese of Rio de Janeiro to become an official supporter of the iconic Christ the Redeemer Statue.

The initiative forms part of the brand’s international “Priceless Cities” programme and includes commitments to the ongoing maintenance of the statue as well as local community outreach programmes

An official brand spokesperson was keen to point out that the agreement was actually negotiated last year but only announced now, and that Mastercard simply wanted another Rio landmark for their programme, independent of the Olympics.

Our verdict: In spite of the fact they were also quick to say that the agreement allowed the brand to leverage the iconic Rio statue without having to talk about the Olympics (a possible reference to the organising committee’s strict restrictions for non-sponsor brands, compared to a Visa, for example) and that Mastercard don’t do “guerrilla”, given the parallel restrictions on photo-calls at the statue and the fact its image is likely to plastered all over the international media in the coming months, this seems a well-timed land grab by a non-sponsor in the build up to the event.


If you would like to learn more about our PR Agency in Brazil and find out how Sherlock Communications can help you meet your objectives, do drop us a line at

The Brazil Business round-up – 15th March 2016

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Brazil is a complicated market where the legal, business and political landscape can change rapidly. To help you navigate its many complexities, we provide a regular round-up of the most important business and political news that PR and marketing professionals need to know.

  • Speculation grows that former leader Lula will accept a key ministerial role in Dilma government, potentially shielding him from prosecution and lowering expectations of a change in government. State prosecutors have charged Lula with money laundering and hiding assets but, as a minister, Lula could only be tried by the Supreme Court, placing him out of the reach of the judge in the southern city of Curitiba responsible for the inquiry. An anonymous government source claimed Dilma is waiting for Lula to respond to her offer for him to join the cabinet. Lula would probably become Rousseff’s chief of staff, helping her ward off impeachment
  • Banks and consultancies predict chance of  impeachment rises to 70% after Sunday protests. An estimated three million Brazilians in 300 cities took to the streets this weekend to protest and show support for operation Lava Jato. Valor Econômico reports: for analysts, only this outcome can stop the paralysis that dominates Brasília and accelerate a solution for the crisis. “With the current situation, we would stay at rock bottom for a long time,” says Mauro Schneider, of MCM Consultores. “The popular support will increase the pressure on congressmen,” adds Luciano Rostagno, chief strategist at Mizuho Bank. Eurasia Group, a consulting firm specializing in political risk, believes that Ms. Rousseff will step down in May after the impeachment approval by the lower house
  • In a move following the countrywide blockage of WhatsApp in December, São Paulo police have arrested a senior Facebook exec for allegedly ignoring a judical order in a drug crime investigation – Diego Dzodan was taken into custody at Garulhos airport on 1st March and was questioned about Facebook subsidiary WhatsApp’s alleged non-compliance with a court order. According to the court, WhatsApp had been ordered for more than a month to reveal messages relating to a suspected drug-trafficking ring. After the company denied three related requests by federal police, the judge first imposed a daily fine on the US company of 50,000 reais (£9,000), then a daily penalty of 1m reais (£180,000), and finally ordered the arrest. Facebook called the police action “extreme and disproportionate”
  • Odebrecht ex-CEO sentenced to 19 Years in prison for role in Petrobras scandal. Marcelo Odebrecht, ex-CEO and heir of Brazil’s fourth largest private conglomerate, has been sentenced to 19 years and four months in prison for leading a massive bribery scheme in return for Petrobras contracts worth billions of reais. Odebrecht, who has been in custody since June 2015, was found guilty of bribery, money laundering and conspiracy by judge Sergio Moro. The former Odebrecht executives Alexandrino Alencar, César Rocha, Mário Faria and Rogério Araújo also received jail sentences. The sentences are subject to appeal
  • Formal hiring loses ground among higher-income workers. Valor Econômico reports that significant portion of formally hired employees in Brazil, those who are entitled to the Workers’ Severance Fund (FGTS) and contribute to the official social security, are starting instead to work as sole traders. This structural shift on the Brazilian labour market, more in evident among high-income workers, is intensifying with the recession and compromises the cross subsidy of the social-security regime, system under which higher-paid workers finance those of lower income latest available data, such share fell to 38.4%. In the same period, self-employed individuals grew to 24.5% from 23.2% of the total
  • Brazil has “bottomed out,” Development minister says – The government believes there are already signs of recovery in some industrial sectors, albeit tenuous, that indicate the worst would have been left behind. “We bottomed out, certainly,” the minister of Development, Armando Monteiro, said in an interview with Valor Econômico. “We will have in 2016 a still difficult scenario for the industry, but it will be better than 2015’s,” he said. Mr. Monteiro’s optimism is based mainly on Brazil’s trade balance and on the effect of the currency devaluation in import substitution
  • Brazil sugar and ethanol sector finally gears up for record season – Sugar and ethanol companies in Brazil have had six lean years as a combination of low sugar prices and a squeeze on ethanol margins sank several mills and led many more to bankruptcy protection however now, they are gearing up for possibly one of the best seasons ever in 2016/17 as weather conditions point to excellent cane volumes, while prices in local currency hover near record highs
  • Google installs private cable between Rio and São Paulo. According to information provided by Valor Econômico, after investing in submarine cables Monet, linking Brazil and the US, and Tannat, between Brazil and Uruguay, Google will install a third line. Named Júnior in celebration of Brazilian painter José Ferraz de Almeida Júnior, the new cable will link the states of Rio de Janeiro and São Paulo. It’s expected to go online in August 2017. Júnior is the second small-scale submarine cable built by Google. The other is located in Finland. The company has been investing in those networks to accelerate access to its services. In addition to the South American cables, it partnered with consortia to build three cables in Asia


If you would like to learn more about our PR Agency in Brazil and find out how Sherlock Communications can help you meet your objectives, do drop us a line at



Socialbakers hires Sherlock Communications to boost Brazilian profile

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As you might have read in The Holmes Report and PR Week, we’re delighted to announce that, following a competitive process, global social media analytics company Socialbakers has appointed Sherlock Communications as its retained agency for the Brazilian market.

Sherlock has been tasked with developing and executing a media strategy to move Socialbakers out from specialist marketing and media titles, broadening the company’s profile to a more senior buyer audience through national, vertical and business media and on-the-ground events. The campaign will focus on promoting Socialbakers unique expertise and product suite in social media analytics, marketing and customer care.

Founded in 2009, Socialbakers is an enterprise social media analytics platform that enables brands to measure, compare, and contrast the success of their social media campaigns with competitive intelligence. To date, the company has received more than US $30 million in investment and more than 2,500 clients across 100 countries, including half of the Global Fortune 500 companies.

Sherlock will also be building the profile of Socialbakers Global and LATAM management team as industry leaders and raising the firm’s corporate profile as one of the world’s most successful tech start-ups of the last decade.

Consumer engagement on social media channels in Brazil is higher than in almost any other market and there is a very real need for brands and agencies to both understand and handle and extremely high volumes of interactions and enquires.

However, for many senior managers, there is a perception that social media is still something of a wild west, with genuine business value and insight hard to find.

As long-term users and admirers of Socialbakers’ products here at Sherlock, we are relishing debunking that myth.

Cesar Christoforidis, VP LATAM & S. Europe, Socialbakers commented “We were looking for an agency that not only had a deep understanding of our sector and the Brazilian market, but also one that had the international credentials, linguistic skills and service structure to fully integrate with our wider global marketing and comms operation. Sherlock Communications immediately impressed us with their proactivity, multi-market knowledge and contacts, and have quickly established themselves as an extension of our internal team.”


If you would like to learn more about our PR Agency in Brazil and find out how Sherlock Communications can help you meet your objectives, do drop us a line at

The Brazil Business round-up – news you might have missed

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Brazil is a complicated market where the legal, business and political landscape can change rapidly.

To help you navigate its many complexities, we’ve decided to start a regular round-up of the most important business and political news that PR and marketing professionals need to know.

  • The International Chamber of Commerce, ICC, asked Brazil to reduce import tariffs – days after the Brazilian Finance Minister rejected this possibility in Davos
  • Brazil plans to increase its share of UK imports, electing the UK as one of 32 key markets – UK agents and distributors required
  • Brazilian Travel Agents delay payments to overseas partners in the hope that the Brazilian government will reduce withholding tax on remittances from Brazil from 25% to 6% – UK hotels and airlines should avoid unpleasant surprises by keeping open their lines of communication with their Brazilian counterparts
  • The government presented Congress with proposal to alter profit and dividend taxation. It targets companies, especially service firms, that report corporate income tax under the presumed profit method, but also calculate their earnings under the traditional accounting, or actual profit method
  • President Dilma Rousseff appeared Wednesday on radio and TV networks after nearly two years of absence. Ms. Rousseff made a national appeal for the fight against the Aedes egypti mosquito, carrier of the Zika virus. Her appearance was met with pan banging protests which could be heard in major urban areas in Sao Paulo and Rio de Janiero
  • Whistleblower Fernando Moura told a Paraná Judge on Wednesday that Senator Aécio Neves, the national president of Brazilian Social Democracy Party (PSDB) and presidential candidate in the 2014 election,  received bribes arising from contracts with state-owned power utility Furnas, along with the Workers’ Party (PT) national and state boards. The testimony was dismissed as absurd by PSDB


If you would like to learn more about our PR Agency in Brazil and find out how Sherlock Communications can help you meet your objectives, do drop us a line at

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