Edelman, an independent public relations agency, today announced that it has acquired Significa, the Brazilian brand marketing firm specializing in helping companies build their brands by engaging with their stakeholders through causes and content, an approach referred to as "Brand Attitude."

Together the merged firm, Edelman Significa, will become one of the largest PR firms in Brazil. Edelman Significa will be comprised of more than 100 professionals in two offices with expertise in Corporate, Consumer, Healthcare, Technology, Digital, Public Affairs, CSR and integrated brand communications. Significa clients include Natura, Itau, Votorantim, Pao de Acucar, Gol, Claro, EDP, Fiat, Petrobras and Whirlpool. Edelman's clients in Brazil include Air France, Boeing, Iberostar, GE and Samsung.

As a result of the acquisition, Yacoff Sarkovas, CEO of Significa, will become CEO of Edelman Significa Group Brazil, reporting to Gail Becker, Chair, Canada and Latin America, Edelman. Ronald Mincheff will remain President of Edelman Significa, Sao Paulo office, which grew organically by 17% in fiscal year 2010. Terms of the deal were not disclosed.

Significa creates intellectual capital including the annual Com:Atitude that produces surveys and seminars about brand attitude in Brazil, attended by more than 4,000 communication professionals to date. In 2010, the program became a web portal supported by Significa: www.comatitude.com.br. Significa also has a second business unit named Arbora, that works exclusively for NGO's, helping to improve its whole value chain. Both Com:Atitude and Arbora are now being integrated with Edelman.

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