H&K ups Lat Am presence

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.

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

infrastructure.



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.



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