Getty, which previously had no external PR support in these countries, selected the Jeffrey Group following a pitch process. The agency's presence across the region was a major factor in the decision, according to general director Ediana Balleroni. It has offices in Brazil, where Getty is headquartered in Latin America, and in Mexico and Argentina. Work in Chile will be handled via a local partner. Media relations and event organisation services will comprise the bulk of the account.
The account will be centred at the agency's office in Sao Paulo. Cristina Duran will lead a team of one staffer in Brazil, two in Mexico, two in Argentina and two in Chile. They report to Getty's marketing manager for Brazil Renata Amaral.