The long process of sounding out the local market, managed directly from the US, involved a dozen independent consultancies. Among them were CICMAS Strategy Group, Consultores del Plata, Edelman Argentina, Graciela Adan & Asociados, Nueva Comunicacion/Weber Shandwick, Open Group Consultores, Mora y Araujo, and Comunicacion Institucional.
Identia, a new consultancy created from the merger of ZC&M and Stellatelli & Asociados, will replace Burson-Marsteller to take care of institutional communications, and media relations.
Managed by Diminque Biquard, Identia's principal shareholders are Alejandro Zaia who now fronts the consultancy in Miami, and Agustin Stellatelli, who will be mainly responsible for the Kraft account.
Kraft began operating in Argentina at the beginning of 2002 with B-M as its agency. During 2003 the company underwent a wide restructuring of its PR department, and following the resignations of public affairs director Michelle Saporiti, and press chief Gustavo Fernandez Protomastro, communications were left under the command of lawyer Christian Sainz.
The company has three industrial plants and more than 4000 employees in the country.