StarMedia seeks third firm in three years

NEW YORK: Top Hispanic Web portal StarMedia is on the hunt for its third PR agency in three years after wrapping up a year-long relationship with Alexander Ogilvy.

NEW YORK: Top Hispanic Web portal StarMedia is on the hunt for its third PR agency in three years after wrapping up a year-long relationship with Alexander Ogilvy.

NEW YORK: Top Hispanic Web portal StarMedia is on the hunt for its

third PR agency in three years after wrapping up a year-long

relationship with Alexander Ogilvy.



According to Kerri Morgan, GM of AO’s Washington office, the decision to

part ways was mutual and primarily motivated by StarMedia’s desire to

expand into new areas. She added that the portal was building up its

internal PR capabilities and moving more of the strategic decisions

in-house. ’There was no ill-will,’ said Morgan. ’It was a long,

successful relationship.’



In anticipation of severing its ties with AO, StarMedia reportedly

issued an RFP late last year. ’We’re looking for consumer experience, a

strong presence in the Internet space and someone who understands the

cultural nuances in Latin America and the US Hispanic market,’ said a

company spokesperson.



While AO does not currently have capabilities in Latin America, most of

the large multinationals do. StarMedia would not disclose the agencies

currently under consideration, but a source confirmed that PN’s Florida

office was in on the pitch.



Surprisingly, Edelman has not been mentioned as a potential suitor, even

though the agency launched StarMedia in Brazil, Argentina, Mexico and

the US in 1998, and still works with the company in Brazil and

Argentina.



Burson-Marsteller denied that it was going after the account, citing a

client conflict.



While one source pegged the account as ’in the seven-figure range,’

Morgan said that it was at most dollars 200,000 a year, since StarMedia

puts most of its resources into advertising.



The account includes all StarMedia Network properties, including

Periscopio, an information portal for Spanish speakers; Spanish language

online community LatinRed; and local Chilean portal OpenChile.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.