Ketchum secures coveted Panama tourism account

ATLANTA: Ketchum has scored a second win this week, this time with

sister ad agency BBDO, beating out three other ad-PR teams to represent

the Panama tourism board.

For the past two years, Interpublic's McCann-Erickson ad agency

represented Panama in a $1 million deal with little PR work. This

win has been cited as a $10 million account.

The new program will involve 15-20 international Ketchum staffers, as

Panama targets audiences in the US, Canada, Chile, Columbia, Argentina,

Costa Rica, France, Italy, Germany, and Spain. Ines Rodriguez-Gutzmer,

VP/GM of Ketchum's Latin America group, will lead the account from


Rodriguez-Gutzmer said she plans limited media relations.

"Panama is not for everyone," she said. "We're going to focus on key

influencers in target audiences such as ecotourism, adventure, and

historical travel."

To win the account, Ketchum bested teams from BVK/Pumer Imagen 10 with

Fleishman-Hillard, Diaz/TBWA with Roberto Gaudelli y Asociados, and

incumbent McCannErickson World Group/Panama.

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