Managing partner at L&C Jose Antonio Llorente said the alliance would create 'a stronger, if not the strongest' PR network in Latin America.
The firms will not be sharing fee revenue. FSB will represent L&C's clients in Brazil, with L&C in turn representing FSB clients across Latin America and Spain.
The accord is part of L&C's aggressive expansion in Latin America. The Madrid-based company has offices in Lima, Quito, Buenos Aires, Bogota and Panama and representatives in Chile, Bolivia, Venezuela and Mexico.
The agreement "will enable us to offer our clients a first-class operating network in Latin America with the capacity to pursue projects throughout the region, a service which Brazilian companies are demanding in their regional expansions," FSB's managing partner Francisco Soares Brandao said.
L&C and FSB's Latam fees are expected to rise 43% and 34% respectively this year.
Rio de Janeiro-based FSB has offices in Sao Paulo and Brasilia. It manages more than 80 clients, including Bosch, Cadbury Adams, Yahoo Brasil and Ernst & Young.
With 190 workers, some of LYC's biggest accounts include Pepsi and Gas Natural (which has launched an €12.5bn bid for Endesa) in Spain, and oil giant Repsol-YPF in Latin America.
L&C teams up with FSB for Latam expansion
Madrid: Spanish PR firm J.A Llorente & O. Cuenca has signed up with Brazil’s FSB in a strategic alliance to share clients and expand in Latin America
