INTERNATIONAL: Ludgate credited with raising interest in Banco Bilbao

SPAIN: Spain’s third largest bank, Banco Bilbao Vizcaya, has hired Ludgate Communications as its first retained agency in Europe, the US and Latin America, in an account carrying fees close to pounds 200,000.

SPAIN: Spain’s third largest bank, Banco Bilbao Vizcaya, has hired

Ludgate Communications as its first retained agency in Europe, the US

and Latin America, in an account carrying fees close to pounds

200,000.



BBV needs overseas communications advice as it steps up investments and

acquisitions outside Spain. It is focusing on Latin America as a key

market for growth and last week announced that it had raised its stake

in Argentine bank Banco Credito Argentino from 24 to 52 per cent.



Ludgate was appointed without a pitch following a recommendation from

BBV’s Spanish agency Asesores 2000, which is an affiliate of

Ludgate.



It will work on financial PR and investor relations.



The first phase of PR activity in February will focus on roadshows in

London and New York to raise BBV’s media profile across major investment

markets.



Ludgate’s team will report to BBV’s chief executive Pedro Luiz

Uriate.



Robin Hepburn, CEO at Ludgate, said: ’We intend to raise BBV’s media

profile. We will also liaise with its investor relations people and help

on the advertising strategy developed by McCann Erickson.’



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