Latin hot spot lures networks

Article Abstract:

Bozell is reported to be courting middle-sized agencies such as CaliaAssumpcao, Grottera, Talent and Contemporanea in a bid for expansion in the $12-billion Brazilian advertising market, which is considered to be the largest in Latin America. The move follows Publicis' recent buyout of Futura Comunicacoes, a local agency which has been renamed Publicis Futura. Only two wholly-owned Brazilian agencies, DPZ and Fischer/Justus, which was recently renamed Fischer Americas, have been included in the top ten agencies of the country. DPZ, a thirty-year old agency with billings of $320 million in 1997, ranks second among the top ten.

Strategy & planning, Advertising Agencies, Company Planning/Goals, Brazil, Article, Bozell Brazil, DPZ

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Shooting star

Article Abstract:

StarMedia Network, the leading online service provider in Latin America, aims to go public later in 1999. Proceeds from the initial public offering will be in addition to the $80 million the New York-based company has already secured from a group of investors that include General Electric and Chase Manhattan. The company will spend some $30 million of the new money on advertising and promoting the service in 1999.

United States, On-Line Information Services, Organizational history, Videotex & Teletext, StarMedia Network Inc.

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