FedEx bundles Latin American PR into Jeffrey Group, continues'trend'

MIAMI: FedEx Latin America has consolidated its PR agencies from

five to one. The Jeffrey Group, a Latin America specialist agency

headquartered in Miami with affiliations throughout Latin America, has

won the contract, which runs for a year with renewal options thereafter.

The business is valued at somewhere between $250,000 and

half-a-million dollars per year.



Among the losers are Burson-Marsteller, which had been the agency of

record in Mexico, and Ketchum, which had handled Brazil and

Argentina.



Jeffrey Sharlach, president and CEO of the Jeffrey Group, said FedEx -

now a top five Jeffrey Group client - is part of a trend in Latin

American PR.



"In Latin America, more and more companies are turning to this regional

strategy because there's one common language, something you don't see in

a region like Europe," said Sharlach. He uses Kodak Latin America -

which had used 12 agencies in Latin America before signing the Jeffrey

Group - as an example: "Twelve agencies in 12 countries is unwieldy and

impractical."



Kimberly Heimiller, senior communications specialist for FedEx Latin

America, said the company chose The Jeffrey Group because it was the

agency best equipped to serve every part of Latin America.



Juan Sanchez, VP and account group manager, will head the account. Of

its 54-person staff, the Jeffrey Group will assign 18 people to the

business.



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