BUENOS AIRES: The race to tap the potentially lucrative Latin American hi-tech market got a major boost earlier this month when two networks of PR agencies sprang up to challenge the multinationals’ chokehold on business in the region.
BUENOS AIRES: The race to tap the potentially lucrative Latin
American hi-tech market got a major boost earlier this month when two
networks of PR agencies sprang up to challenge the multinationals’
chokehold on business in the region.
The two networks, both of which have set up headquarters in Buenos
Aires, are already in the process of formulating plans to snare US
hi-tech companies as well as local firms.
The bigger of the two is the PR Technology Group, launched earlier this
month by Argentine consultant Gustavo Martinez. Martinez owns GM
Comunicaciones, the firm that currently resides on top of the list of
local hi-tech firms. The network’s COO, Miami-based Eddie Sollie, is the
owner of IMG, an integrated shop. Sollie will coordinate account
activity in the region and hunt for US clients with communications needs
in Latin America.
The PR Technology Group is composed of GM’s subsidiaries in Chile,
Bolivia, Paraguay and Uruguay, as well as top Brazilian PR firm S2 and
the smaller Mexican Concepto Clave. Martinez said he has targeted
potential acquisitions in Venezuela and Peru that would strengthen the
The other Latino hi-tech network is headed by Argentine consultant
Carlos Mazalan, head of Mazalan & Asociados. He has an office in
Santiago de Chile and, in February, added Venezuelan hi-tech shop Haz to
Haz boasts offices in Colombia and Caracas.
Among the multinationals with which the two fledgling networks are
expected to compete are Hill & Knowlton, which upped its Latin American
hi-tech presence last month through the acquisition of Mexico City-based
tech shop PREMIO (PRWeek, Feb. 14); and Manning Selvage & Lee, which
recently bought a 25% stake in Muchnik, Alurralde, Jasper & Asociados.