INTERNATIONAL: Sanchis opens extensive Latin American network

MIAMI: Spain’s second largest agency, Sanchis y Asociados, last week launched a Latin American agency to rival the region’s largest international players.

MIAMI: Spain’s second largest agency, Sanchis y Asociados, last

week launched a Latin American agency to rival the region’s largest

international players.



Sanchis has set up a separate company, Hispacom, which employs 100

people and now owns eight offices in the Americas, including six in

South America, one in Miami and one in Mexico.



By comparison, Burson-Marsteller has 165 staff and eight offices in the

region, and Edelman PR Worldwide has three owned offices and five

affiliates.



The new agency’s managers met for the first time in Miami last week.



Sanchis began building Hispacom in mid-1996 by either opening its own

offices or by acquiring a minimum 51 per cent stake in local

businesses.



Hispacom last month opened its newest office in Bolivia. The other South

American offices are based in Argentina, Chile, Colombia, Peru, and

Venezuela.



The agency expects to continue expanding, particularly in central

America.



Sanchis managing director for Spain, Marcos Magana, will oversee the

network. Magana will retain his position in Spain as well as becoming MD

of Hispacom. He will share his time between Sanchis’ headquarters in

Madrid and Hispacom’s headquarters in Miami.



Magana joined Sanchis 11 years ago. The agency employs 35 people in

Spain, was established 20 years ago and, according to last year’s PR

Week European survey, is Spain’s second largest.



Hispacom is a separate company but its major shareholder is Sanchis y

Asociados.



In addition, Sanchis has nine European offices. It owns offices in

Lisbon, Madrid, Barcelona, Bilbao, Valencia, Seville and Santiago de

Compostella, has a minority stake in a Paris agency, and an office in

Brussels which represents clients from outside Belgium.



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