Decerle will run the three-strong branch from her own Paris-based PR firm Andiamo Comunication, which specialises in the IT sector. The two agencies will not share clients, according to an Ulled spokesman.
Decerle will report to chief executive of Ulled Roberto Abad, and oversee the Madrid-based firms strategy of offering Spanish clients PR services in the big neighbouring market.
‘We have very demanding clients which need to apply the same quality and service criteria to all the markets where they operate. Ulled feels obligated to meet those challenges where we can add value,’ Abad
said in a statement.
The Ulled spokesman said the company’s main French client so far is Panasonic, which it also handles in Spain. He said the company hopes to motivate other national customers such as Spanish insurer Sanitas and industrial group Roca, as well as large international clients such as General Electric and Nestle, to retain its services in France.
Ulled is one of Spain’s most aggressive expansionist firms. The company, which opened a London office last year, has a presence in Lisbon and a growing franchise in Latin America where Spanish rivals such as J.A. Llorente & Cuenca and Citigate Sanchis have strong
Prior to starting her own company, Decerle was marketing and comms chief for Sun Microsystems in Paris for seven years.