SPAIN: Spain’s third largest bank, Banco Bilbao Vizcaya, has hired
Ludgate Communications as its first retained agency in Europe, the US
and Latin America, in an account carrying fees close to pounds
BBV needs overseas communications advice as it steps up investments and
acquisitions outside Spain. It is focusing on Latin America as a key
market for growth and last week announced that it had raised its stake
in Argentine bank Banco Credito Argentino from 24 to 52 per cent.
Ludgate was appointed without a pitch following a recommendation from
BBV’s Spanish agency Asesores 2000, which is an affiliate of
It will work on financial PR and investor relations.
The first phase of PR activity in February will focus on roadshows in
London and New York to raise BBV’s media profile across major investment
Ludgate’s team will report to BBV’s chief executive Pedro Luiz
Robin Hepburn, CEO at Ludgate, said: ’We intend to raise BBV’s media
profile. We will also liaise with its investor relations people and help
on the advertising strategy developed by McCann Erickson.’