Newlink Group: Agency Business Report 2014

Miami-based communications consultancy Newlink Group posted 2013 US revenue of $15.9 million, up 39%.

Principal: Sergio Roitberg, chairman and CEO
Ownership: Independent
Offices: Global: 9 wholly owned; US: 1 in Miami
Revenue: Global: more than $35 million; US: $15.9 million
Headcount: Global: 355; US: 85

Miami-based communications consultancy Newlink Group posted 2013 US revenue of $15.9 million, up 39% on $11.4 million in 2012. US profit margin was up, too, 17% in 2013, compared to 15% in 2012.

Most of the company’s business is in Latin America, where it has five offices: Argentina, Chile, Colombia, Mexico, and Peru.

Its business units include Newlink Communications, a PR and public affairs agency; Newlink Factory, which develops creative particularly as it relates to tech; and Newlink Sustainability, focused on CSR.

Its Colombia outpost performed best in Latin America, winning clients such as Ford Foundation, Fox Channels, and Kimberly-Clark.

The firm also has a long-standing office in the Dominican Republic, a top three performer along with the US and Colombia last year. Business in Chile was less robust.

The Dominican Republic office added PR and CSR to the work it is doing for Coca-Cola, and, in addition to traditional PR and media relations for Goodyear, recently executed two internal comms campaigns and a thought leadership effort. Newlink is now expanding into Central America, with offices in El Salvador and Guatemala.

"The Central America-Dominican Republic Free Trade Agreement with the US is in a mature stage, which allows companies to understand and capture product positioning opportunities," says Roitberg.

US growth
Revenue at Miami-based Newlink America, formed in 2010 to help corporations communicate with US Hispanic audiences, was up 13% in 2013 compared to 2012. Sixty percent of the growth was from new business, including Latam Airlines Group and Coca-Cola. Staff turnover in Miami last year was 20%. US client losses included Pioneer, Arcos Dorados, and the Miami Children’s Hospital Foundation.

New hires across the group included Carmen Irene Alas, regional manager of Newlink Central America; Kjell de Orr, MD and partner, research; and Juan Carlos Lynch, VP in Argentina. There were no senior-level departures.

Newlink is considering an outpost in Los Angeles and re-entering the New York market after previously closing an office there.

"Opportunities don’t depend on the market," Roitberg says, "but whether we’re able to engage our clients and garner results."

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