MEXICO CITY: Hill & Knowlton/ Mexico has upped its Latin American tech presence with the acquisition of PREMIO.
MEXICO CITY: Hill & Knowlton/ Mexico has upped its Latin American
tech presence with the acquisition of PREMIO.
Based in Mexico City, PREMIO was founded in 1989 by partners Olga Oros
and Patricia Tawil. The firm boasts approximately 10 employees. Oros and
Tawil become H&K/Mexico SVPs.
The Latin American hi-tech market poses a challenge for H&K. One
Mexican-based official of a US-owned PR agency noted that the growth of
the Internet in the region has been hindered by a lack of proper
However, H&K/Latin America president and managing partner Juan Carlos
Cappello said that the move is a smart one for the firm. ’Without a
doubt, this sector will be growing very fast in Latin America over the
next few years,’ he said, noting the rate at which new Internet
companies and services are being introduced.
Mexico differs from other Latin American markets, he added, in that
there is a keen awareness of the need to provide the infrastructure that
an expanded IT market demands. Additionally, 65% of Latin America’s
population is aged 30 or younger, a potential audience which Cappello
considers ’more adaptable’ to technological change.
While PREMIO will initially limit itself to working with H&K’s clients
in Mexico, the firm will eventually offer its expertise to the firm’s
seven other offices in the region, including outposts in Mexico, Brazil,
Argentina and Chile. The agency has also affiliated with firms in five
other South and Central American countries.