Pedro Cadina

South America

Pedro brings to ROI Communication extensive experience in public relations and internal communication in the Brazilian and Latin American markets. As founder and President for VIANEWS Integrated Communication, Pedro has lead a team of 25 professionals and freelancers to design internal communication and marketing campaigns that inspire both employees and customers. VIANEWS’ clients include recognized names such as Arab Banking Corporation, Regus, Asus, Corel, GE, EDP Group (Portugal), Epson, Carvajal Group (Colombia), Gallup Brasil, Lexmark,, NEC, Capgemini, quantiQ, and Flextronics.

Prior to founding VIANEWS in 1986, Pedro provided strategic counsel and communication expertise to leading communication and media companies in Brazil such as Folha de Sao Paulo Newspaper, DCI, The Ecomist Senhor, and Íris Foto. He led public relations and internal communication campaigns for Gallup, Nielsen Mídia, Epson, Heidelberg, Capgemini, Dun & Bradstreet, Arabc Banking Corproration, GE, NEC, and Publicar (Carvajal Group).

When not providing hands-on support to companies in need of communication strategies, Pedro is part of the council and teacher of the postgraduate Corporate Communicaton at Anhembi Morumbi University (Laureate International Universities), the founder and director in charge of education for ABRACOM – Brazilian Association of Communication Agencies, and the author of “How to choose a communication agency”, edited by ABRACOM.

Pedro has a degree in Journalism from PUC-University in Sao Paulo and in Marketing Administration from FGV Getulio Vargas Foundation University. His post-graduate work in Communication Management Strategies was completed at ECA/USP.