Four consultancies, already connected by accounts that they each serve, are involved; Personally (Argentina), RS Comunicacao (Brazil), ASK Comunicaciones (Chile) and FWD Consultores (Mexico). An inaugural meeting was held at the head office of Personally.
Accounts include the Argentinean food giant Acor, currently worked on by Personally and FWD. The network, which is yet to be named, hopes to be joined by MAS from Paraguay, and Nucleo from Uruguay, which also work for Acor in their respective countries. Other consultancies will be approached in the near future.
Marcelo Altuna, partner at Personally said criteria for joining the network is that 'consultancies should not already belong to another network, they should be managed by their proprietors and share the same visions regarding work and the quality of customer care.'
According to Andres Saiz Kafack at ASK, the network will offer advantages for companies likely to work with branch offices of major American agencies. 'The big American networks do not always ensure that all their branch offices work with the local offices of their PR agencies,' he said.