SAN JUAN: Establishing a beachhead for future expansion across the Caribbean, Fleishman-Hillard has opened an outpost in Puerto Rico.
SAN JUAN: Establishing a beachhead for future expansion across the
Caribbean, Fleishman-Hillard has opened an outpost in Puerto Rico.
The seven-strong San Juan office will be led by GM Michelle
Rexach-Subira, a native Puerto Rican who had been working for Fleishman
in Miami (where the firm’s Latin American operations are
Fleishman had maintained somewhat of a presence in San Juan for more
than a year, operating as a satellite of its Miami office. But given
Puerto Rico’s surprisingly prosperous PR climate - ’it’s a booming
office,’ according to Fleishman/Latin America managing director Rissig
Licha - the agency decided to appoint a GM and make the office an
Licha added that Fleishman’s operation is now San Juan’s fifth
Given that Caribbean economies are more open than ever before to
international trade, local companies are clamoring for PR help in order
to maintain their brand identities. ’They need a more strategic PR
weapon,’ Licha explained.
Additionally, local companies are also looking for internal
change-management assistance to help accustom employees to the newly
competitive business environment. ’There’s no question that they really
need to address their communications,’ said Licha.
Fleishman/San Juan will handle PR for US customers, and is already
working on Latin American PR efforts for Dell Computer, Wal-Mart and
Procter & Gamble. The San Juan outpost is also handling P&G’s Hispanic
PR in the US.
Licha said it was too early to estimate annual revenues for the Puerto
Rico office. The firm boasts an outpost in Mexico City and does the rest
of its Latin American PR from Miami.