As our clients’ needs transformed with modernization, we embraced digital communication and social media management, incorporating ESG-focused initiatives long before they became mainstream. This commitment to social and environmental responsibility birthed Juntos, a brand dedicated to these principles.

Additionally, we welcomed JOR into the group through a partnership with Paulo Castro, its CEO, who oversees our advertising agency. This strategic move was significant, as Approach had primarily focused on Corporate Communication and PR. By integrating a well-established advertising agency led by a respected industry leader like Paulo, we positioned Approach Group as a comprehensive agency capable of delivering a wide range of communication solutions. This evolution has allowed us to effectively meet the diverse needs of our clients in an ever-changing market.

“We are committed to enhancing the value we provide our clients by integrating ESG principles into our daily operations”

As the Founding Partner and Group CEO, what are your main roles and responsibilities? Additionally, what specific areas are you concentrating on to drive the company’s growth?

As the Founding Partner and Group CEO of Approach, I play a crucial role in overseeing all aspects of the organization. I work closely with our leadership teams to ensure that Approach's core values are consistently reflected in our work, regularly reviewing our outcomes and guiding the team on future initiatives. Our current strategic priority is to expand Approach Direta, as we’ve identified a growing emphasis on internal communications within companies, highlighting the importance of employer branding in this space.

We are also committed to enhancing the value we provide our clients by integrating ESG principles into our daily operations. I firmly believe that moving forward, incorporating ESG into our strategic actions will be essential, regardless of the project’s scope. To achieve this, I collaborate with my team to foster innovation in this area.

I still maintain direct interactions with select clients, such as Rock in Rio, where I cherish building strong relationships and advising the team on strategic directions. This year marks my 22nd year working with the festival, one of our first clients. It's impossible to think of Approach without acknowledging our partnership with Rock in Rio, Artplan, and Grupo Dreamers, whose motto, “dream and make it happen”, has become integral to our agency’s ethos.

What do you consider to be your biggest achievements in your professional journey so far? Additionally, what is your leadership success mantra?

Reflecting on our history, we have continually adapted to market demands, evolving client needs, and new opportunities. Successfully navigating the market changes over these 27 years while maintaining our status as one of Brazil's top 10 agencies is a significant accomplishment. Although we've been approached by several international groups for partnerships, our decision to remain independent has allowed us the freedom to chart our own course, and it brings me great joy to see this strategy succeed!

Today, it’s crucial to focus on environmental and social responsibility, a trend that is only expected to grow. ESG principles now form the foundation of our work, and I believe this is the way forward. We are increasingly emphasizing sustainability and social impact in our clients' strategies, making these values central to achieving future success.

How do you envision the representation of women leaders evolving in Brazil's business landscape in the future? What strategies can be implemented to encourage more women to pursue leadership roles?

The representation of women in the communication sector is incredibly important. Traditionally, women faced limited opportunities in advertising and journalism, similar to many other sectors, and we had to advocate for our voices to be recognized. Fortunately, we have made significant strides since then. At Approach, we take pride in being a woman-founded agency led by three female partners. Currently, I share leadership responsibilities with two other partners, while Paulo Castro, the only male CEO, focuses on JOR, which is our advertising agency. Notably, our workforce comprises 64 percent women, and this figure rises to 75 percent in leadership roles. I believe that as we look to the future, the business landscape will become increasingly inclusive, not only in terms of gender but also in broader aspects of diversity.

Beth Garcia, Founding Partner, Approach Communicacao

Message for aspiring women leaders/entrepreneurs: As the CEO of a 27-year-old communication agency, I encourage aspiring women leaders and entrepreneurs to embrace relentless determination. Success is earned through boldness and commitment to your vision. Don’t let setbacks deter you; harness your unique strengths and lead with authenticity. Remember, life is cyclical—challenges will come and go. Stay calm, surround yourself with trustworthy people, and seize every opportunity.