INTERNATIONAL NEWS: Burson wins Aventis Pharma Latin work

MIAMI: Pharmaceutical giant Aventis Pharma has chosen Burson-Marsteller as its agency of record in the Latin American region. The two firms are in the final stages of negotiating a three-year communications plan that will begin in January.

MIAMI: Pharmaceutical giant Aventis Pharma has chosen Burson-Marsteller as its agency of record in the Latin American region. The two firms are in the final stages of negotiating a three-year communications plan that will begin in January.

MIAMI: Pharmaceutical giant Aventis Pharma has chosen Burson-Marsteller as its agency of record in the Latin American region. The two firms are in the final stages of negotiating a three-year communications plan that will begin in January.

Burson's Miami office, which serves as the agency's regional hub, is receiving a monthly retainer for the development of the comprehensive, region-wide program, according to Miguel Angel Herrera, an associate at Burson Miami.

The agency will receive a budget - the size of which is still being negotiated - for the implementation of the plan, which the Miami office will share with the participating local operations in Argentina, Brazil, Chile, Colombia, the Dominican Republic, Ecuador, Guatemala, Mexico, Paraguay, Peru, Uruguay and Venezuela.

The communications program will address corporate citizenship, internal communications and corporate positioning.

Aventis is the result of the 1999 merger between Hoechst AG and Rhone-Poulenc. The company recorded 1999 sales of dollars 21 billion, giving it a 4.3% share of the global pharmaceuticals market, and placing it in the number-one slot in Latin America with a market share of 5.7%. The allergy medication, Allegra, is among its most recognized brands; menopausal drug Actonel is due to launch this autumn.

According to Marco Falcao, director of corporate communications for Aventis in Latin America, Burson was chosen because of its extensive Latin American infrastructure and its work on Rhone's corporate communications in Brazil, now the seat of Aventis' regional headquarters. The agency had also worked on a Hoescht brand in the same country.





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