NEW YORK: Top Hispanic Web portal StarMedia is on the hunt for its third PR agency in three years after wrapping up a year-long relationship with Alexander Ogilvy.
NEW YORK: Top Hispanic Web portal StarMedia is on the hunt for its
third PR agency in three years after wrapping up a year-long
relationship with Alexander Ogilvy.
According to Kerri Morgan, GM of AO’s Washington office, the decision to
part ways was mutual and primarily motivated by StarMedia’s desire to
expand into new areas. She added that the portal was building up its
internal PR capabilities and moving more of the strategic decisions
in-house. ’There was no ill-will,’ said Morgan. ’It was a long,
In anticipation of severing its ties with AO, StarMedia reportedly
issued an RFP late last year. ’We’re looking for consumer experience, a
strong presence in the Internet space and someone who understands the
cultural nuances in Latin America and the US Hispanic market,’ said a
While AO does not currently have capabilities in Latin America, most of
the large multinationals do. StarMedia would not disclose the agencies
currently under consideration, but a source confirmed that PN’s Florida
office was in on the pitch.
Surprisingly, Edelman has not been mentioned as a potential suitor, even
though the agency launched StarMedia in Brazil, Argentina, Mexico and
the US in 1998, and still works with the company in Brazil and
Burson-Marsteller denied that it was going after the account, citing a
While one source pegged the account as ’in the seven-figure range,’
Morgan said that it was at most dollars 200,000 a year, since StarMedia
puts most of its resources into advertising.
The account includes all StarMedia Network properties, including
Periscopio, an information portal for Spanish speakers; Spanish language
online community LatinRed; and local Chilean portal OpenChile.