B-M heads up Brazil operation with 'the lettuce man'.

SAO PAULO: The man who started and grew Burson-Marsteller's Chilean operations is set to take charge of the agency's burgeoning Brazilian operations.

SAO PAULO: The man who started and grew Burson-Marsteller's Chilean operations is set to take charge of the agency's burgeoning Brazilian operations.

Ramiro Prudencio, known in Burson circles as 'the man who put the lettuce back on the Big Mac in Chile' after a cholera outbreak, will assume the market leadership role for Burson-Marsteller's Brazilian operations from January 1.

Prudencio is currently market leader in Chile, where he was responsible for establishing B-M's Santiago operation in 1994. Under his leadership, the Santiago office quickly became one of the market's top agencies.

'Ramiro brings a deep knowledge of the region, our business, and the Perception Management methodology. We know that the Brazil operation will continue to grow and prosper under his talented leadership,' said Santiago Hinojosa, president and CEO, Latin America, of Burson-Marsteller.

Prudencio began his career with Burson in 1990 at the Washington DC office, where he played a key role on the team that supported the Government of Mexico's successful effort to win public and congressional support of the North American Free Trade Agreement.

In Chile, Roy Caple Hernandez rejoins Burson-Marsteller to succeed Prudencio as market leader. An international affairs specialist, Roy Caple opened B-M's Venezuelan office in 1994, which he managed until October 1997.

'Given Roy's knowledge of our business, his experience in several countries in Latin America, and his understanding of the Burson culture and methodologies, we are confident that the Santiago office will continue to generate excellent results,' said Hinojosa.

Prior to joining Burson for the first time, Caple worked as press attache at the Mexican Embassy in Washington DC.

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