NEW YORK: AMGW Agency has merged with UnLike in Brazil and UniMedios in Mexico to create an independent Latin American PR, digital, and media planning firm called “3A – The Americas Agency Alliance.”
The three agencies have combined billings of more than $80 million and more than 135 employees among them.
The firms will share best practices and seek to increase efficiencies through the alliance. They will initially continue to operate using their respective brand names but with a 3A logo. They will change their brands to AMGW before December.
The principals of AMGW, UnLike, and UniMedios jointly own the 3A Alliance through a merged leadership group that reports to AMGW CEO Edward de Valle II. AMGW has a headcount of 50 with offices in Miami, New York, San Francisco, the Dominican Republic, Panama, Venezuela, and Colombia.
Unlike is headquartered in Rio de Janeiro, with offices in Sao Paulo, while UniMedios has its home office in Mexico City and brings 30 employees to the alliance.
“It's a great opportunity for North American brands that didn't have the opportunity to work in Latin America to penetrate it with a middle-tier agency they can afford, which before was near impossible,” said de Valle. “It will help our clients leverage digital, PR, and media buying in a much easier and cost-efficient way.”
De Valle said the firm plans to expand its New York office from a current staff of three to about 15 to 20. It also plans to open an office in Peru, either through acquisition or by building from scratch.
"By formally joining forces, we strengthen our services for clients who want strong pan-regional positioning in Miami, Mexico, and Brazil, as well as New York and other markets in the Americas,” said Mauricio Acuna, president of UniMedios, in a statement.
Roberto Amarante, president of UnLike, said in a statement that “this marks a really important step for the Brazilian advertising industry.”
“Now, our country has the capability to compete in the United States,” he said.