Ketchum buys into Estrategia, now has 'less than 50%' stake

SAO PAULO, BRAZIL: Ketchum has acquired an equity position in Estrategia Assessoria de Comunicacao, one of its international affiliate agencies.

SAO PAULO, BRAZIL: Ketchum has acquired an equity position in Estrategia Assessoria de Comunicacao, one of its international affiliate agencies.

SAO PAULO, BRAZIL: Ketchum has acquired an equity position in Estrategia Assessoria de Comunicacao, one of its international affiliate agencies.

Ketchum senior partner international Jerry Olszewski would not disclose exact details of the deal, but said it gives Ketchum a 'less than 50%' stake in Estrategia and includes an option of increasing its ownership over time, something Ketchum certainly plans to do, he said.

Estrategia will change its name to Ketchum Estrategia, which will be effective by the end of the month.

Olskewski said there would be no staff changes. 'If you're buying a healthy business like Estrategia, you want everyone to stay on. That's one of the benefits of this deal,' he said. 'We won't be making any sudden changes.'

The two firms have been affiliated since 1995. Estrategia is one of the top 10 firms in Brazil. Its clients include Oracle and Nestle.

Olszewski said the partnership is beneficial to New York-based Ketchum because the two firms already have 'a good history of shared clients,' which include Federal Express and Delta Air Lines.

'The cultural fit is as good as any we've ever had,' he added.

Olszewski said the two agencies already work well together in the areas of branding, healthcare and technology.

In a joint statement, Ketchum CEO David Drobis and Ketchum COO Ray Kotcher said Estrategia 'impressed us with the quality of their management, their people-first culture and the excellent results they deliver for a blue-chip client list. The Ketchum-Estrategia relationship has proven itself repeatedly over the years and we are ready for the next phase of building our business and brand together.'

The agency said Ruben Aguilar, Ketchum's VP Latin America, would continue to work closely with Ketchum Estrategia.

Ketchum Estrategia will be among a network of 10 Ketchum offices throughout Latin America, including Ketchum Argentina in Buenos Aires, Ketchum Gricorp in Mexico City and exclusive affiliations in Santiago, Chile; Bogota, Colombia; Caracas, Venezuela; Lima, Peru; Panama City, Panama; San Jose, Costa Rica; and San Juan, Puerto Rico.



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