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
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
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.