INTERNATIONAL: Sanchis scoops Paraguay privatisations

ASUNCION, PARAGUAY: Spanish agency Sanchis Comunicacion has won a

pounds 1.4m contract to provide financial PR surrounding the

privatisation of two companies in Paraguay.



The Paraguay government and the World Bank appointed Sanchis to handle

privatisation campaigns for water firm Corposana and telecoms firm

Antelco - the first privatisation processes to take place in the South

American country.



Madrid-based Sanchis secured the brief following a mammoth pitch

process. This initially involved up to 100 PR firms and was narrowed

down to a choice of Burson-Marsteller (Argentina), ELG Tironi &

Asociados (of Paraguay) and Sanchis.



'This is the largest PR contract ever awarded in Latin America,' claimed

Sanchis Group president Jose Luis Sanchis.



Sanchis leads a 20-strong team on the account, working on a brief to

educate the Paraguayan public about the privatisation process.



The agency will run the 18-month campaign with external strategic advice

from Citigate Dewe Rogerson.



Figures suggest the privatisation of Corposana and Antelco is valued at

about pounds 405m and represents 25 per cent of the employment rate in

Paraguay.



The privatisation of fixed-line operator Antelco was delayed after a

first attempt to contract an investment bank failed in February when

Morgan Stanley Dean Witter backed out.



Now the privatisation team has been completed, with banking adviser

Santander Central Hispano, law firm Baker & McKenzie and US consultancy

Strategic Policy Research designing strategies for the opening of

Paraguay's telecoms market.



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