INTERNATIONAL NEWS: Nueva CEO offers IPG great connections

BUENOS AIRES: Cesar Mansilla is not your run-of-the-mill PR boss. The 43-year-old CEO of Nueva Comunicacion, who finally sold his agency to Interpublic Group (IPG) for dollars 23 million after months of negotiation (PRWeek, Aug. 29, 1999 and March 27), is a legendary and powerful figure in the region.

BUENOS AIRES: Cesar Mansilla is not your run-of-the-mill PR boss. The 43-year-old CEO of Nueva Comunicacion, who finally sold his agency to Interpublic Group (IPG) for dollars 23 million after months of negotiation (PRWeek, Aug. 29, 1999 and March 27), is a legendary and powerful figure in the region.

BUENOS AIRES: Cesar Mansilla is not your run-of-the-mill PR boss.

The 43-year-old CEO of Nueva Comunicacion, who finally sold his agency

to Interpublic Group (IPG) for dollars 23 million after months of

negotiation (PRWeek, Aug. 29, 1999 and March 27), is a legendary and

powerful figure in the region.



Mansilla, in addition to his top Argentina-based firm, owns a newspaper

and a radio station as well as newswire and clipping services. He has

contributed to the successful political campaign of new Argentine

president Fernando de la Rua, and boasts excellent connections within

the country’s government and top media outlets. And he is known to have

a strong relationship with Cuban leader Fidel Castro.



Now, a clearer picture of the communications conglomerate’s plans for

Latin America has begun to emerge. And Mansilla figures very much at the

center. He will head the firm for at least five years as well as direct

Interpublic’s upcoming Latin American expansion (prior to the deal,

IPG’s only holding with influence in the region was the Miami-based

Jeffrey Group). The 43-year-old Mansilla also retains 20% of Nueva’s

shares.



In addition to Nueva and its connections, IPG also gains a Nueva

subsidiary in neighboring Uruguay. Firms belonging to Red Latina, a

network of PR consultancies in the region put together by Nueva prior to

the deal, might also be added to IPG via acquisition in the future.



Weber Group CEO Larry Weber, who led the IPG negotiating team, said that

the deal leaves the communications conglomerate ’well positioned to take

advantage of the booming Internet market in South America.’ Another

source suggested that Nueva would soon become Interpublic’s preeminent

Latin American PR brand.



Mansilla’s private life is no less colorful. Famous for never wearing

ties, he also manages a soccer team and boasts of having one of the

world’s largest, most expensive Cuban cigar collections.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in