INTERNATIONAL NEWS: Castellanos reunites with Edelman

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.

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

Argentina.



Castellanos will operate out of a new regional HQ in Mexico City, an

operation that will be separate from Edelman’s existing Mexico

office.



’His role will be completely different from the one he left in 1998,’

promised president and CEO Richard Edelman.



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