BUENOS AIRES: Following a two-year stint as Mexico’s consul general in Toronto, Gabriel Guerra Castellanos has rejoined Edelman as president and CEO of the firm’s Latin American operations.
BUENOS AIRES: Following a two-year stint as Mexico’s consul general
in Toronto, Gabriel Guerra Castellanos has rejoined Edelman as president
and CEO of the firm’s Latin American operations.
Castellanos, who will report to Michael Morley, Edelman’s NY-based
deputy chairman and president of international operations, faces the
daunting task of upgrading the agency’s presence in the region.
’We feel we’re really positioned to make big leaps in the years ahead,
and he’s the right guy to do it,’ said Morley, who noted how Castellanos
has maintained his ties to the region by writing a regular column for a
Mexico City newspaper.
Edelman came to Latin America relatively late, believing that the
dictatorial governments once prevalent in the region were not conducive
to PR development.
The agency instead expanded into Europe in the late 1960s and Asia in
the ’80s before entering Latin America during the last decade.
Morley said Latin America accounts for about 3.5% of Edelman’s overall
revenues, or about dollars 5.5 million in 1998. The firm is the largest
PR operation in Mexico and ranks in the top five in Brazil and
Castellanos will operate out of a new regional HQ in Mexico City, an
operation that will be separate from Edelman’s existing Mexico
’His role will be completely different from the one he left in 1998,’
promised president and CEO Richard Edelman.