The Jeffrey Group: Agency Business Report 2011

Global headcount is 88, up from 53 in 2009, due to growth in the Latin American offices.

Principals: Jeffrey Sharlach, CEO (pictured), and Mike Valdés-Fauli, president
Ownership: Independent
Offices: 5 globally, with two in the US – Miami and New York

Staff
Global headcount is 88, up from 53 in 2009, due to growth in the Latin American offices. US headcount is 19, up from 17 in 2009. CEO Jeffrey Sharlach highlights growth in Brazil because the economy remained strong, in addition to marketing interest for the 2014 FIFA World Cup and 2016 Olympics, which will both be held there.
 
President Jorge Ortega left the firm in October. Mike Valdés-Fauli was promoted from MD to president to replace Ortega.

Practice areas
The agency focuses on US Hispanic and Latin American markets specific to Argentina, Mexico, and Brazil. At the end of 2010, it closed its separate digital practice and integrated it into the firm.

Accounts
About 74% of accounts are on retainer. Key wins include Volkswagen and ST (US); Ciena (Latin America); Acer, Bayer, and Johnson & Johnson (Brazil); and Xerox (Mexico). The Hasbro (Mexico) account the firm won last year was lost.

Financial performance
US revenue was up 4% to $4,335,549. Global revenue was up 22% to $6,522,876.

Analysis
Companies are starting to look at the convergence between US Hispanic and Mexican marketing, says Sharlach. "It is a big area of growth because digital has minimized the importance of geography," he explains.
 
Sharlach also notes how clients are continuing to see the Hispanic market's power, especially with the 2010 US Census release.
 
In Brazil, the firm has seen the largest amount of growth in its 15 years there. Sharlach is confident that will continue.

"Brazil is very much an emerging market," he says. "It's a very solid player on the world stage, which we're very excited to see."

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