StarMedia chooses Cone over PN, others

NEW YORK: Hispanic Web portal StarMedia has made its long-awaited choice of a PR agency, awarding the account to Cone. The firm takes over for Alexander Ogilvy, which ended its relationship with StarMedia earlier this year (PRWeek, Feb. 7).

NEW YORK: Hispanic Web portal StarMedia has made its long-awaited choice of a PR agency, awarding the account to Cone. The firm takes over for Alexander Ogilvy, which ended its relationship with StarMedia earlier this year (PRWeek, Feb. 7).

NEW YORK: Hispanic Web portal StarMedia has made its long-awaited

choice of a PR agency, awarding the account to Cone. The firm takes over

for Alexander Ogilvy, which ended its relationship with StarMedia

earlier this year (PRWeek, Feb. 7).



Cone is tasked with positioning and improving StarMedia’s image in the

US. The work officially kicked off two weeks ago.



While Porter Novelli admitted to being one contender for the account,

StarMedia declined to comment on other agencies under consideration.

Though the value of the account was not disclosed, it was worth

approximately dollars 200,000 annually for Alexander Ogilvy. One source

pegged the new account at dollars 5 million; another said it would

likely fall somewhere between those two figures.



According to a StarMedia spokesperson, the company felt Cone was the

best fit due to its experience working with other start-ups and Internet

companies, as well as dealing with the consumer media.



’We’re always interested in working with the preeminent brands in

Silicon Alley,’ said Susan Pechman, GM of Cone’s NY outpost. ’In our

opinion, StarMedia is in the top two, if not the top one.’



Cone, which has represented About.com and iVillage.com, will be

responsible for promoting all of StarMedia’s properties, including

Periscopio, a portal for Spanish speakers; LatinRed, a Spanish language

online community; and local Chilean portal OpenChile.



Director Shelley Bates and her three-person team will service the

account.



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