Burson-Marsteller promotes execs in Latin America

MIAMI: Burson-Marsteller promoted Ramiro Prudencio to CEO and Santiago Hinojosa to chairman of the firm's Latin America operations.

MIAMI: Burson-Marsteller promoted Ramiro Prudencio to CEO and Santiago Hinojosa to chairman of the firm's Latin America operations.

Prudencio, who was named COO for Latin America in November 2010, and Hinojosa, president and CEO for Latin America since 1998, both report to Mark Penn, worldwide CEO of Burson-Marsteller, and are based in Miami.

Hinojosa's chairman role is a new one for the agency.

The firm also promoted Claudia Adriasola, former MD of new business and corporate development, to COO for Latin America.

Burson's Latin America operations have 11 wholly-owned offices and three affiliates in 12 countries. As part of their new roles, Hinojosa and Prudencio are tasked with developing a regional strategy.

“The business is a reflection of the region's growth,” said Prudencio. He cited three areas where the firm is reporting growth, including natural resource industries such as mining and oil and gas, digital, and regional companies that are expanding globally.

Hinojosa called Brazil “the darling of the decade,” noting the upcoming FIFA World Cup in 2014 and Olympics in 2016.

The firm said that revenue for Latin America operations reported double-digit growth in 2010. It first opened a Latin America office in San Paulo, Brazil, in 1976.

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