Masterfoods taps Llorente & Cuenca for Colombian PR

Masterfoods has tapped J.A. Llorente &. O. Cuenca to handle PR and communications in Colombia.

L&C Latin American region manager Alejandro Romero said the agency won a pitch against five international and local agencies for the one-year account, which pays 'average industry fees.'

Catalina Garcia, general manager for L&C Colombia, will lead the account team in Bogota, reporting to Masterfoods Andean region general manager Carlos Enrique Dieppa.

L&C will handle all comms activity for the group to help boost its profile against local rival Nacional de Chocolates, and multinationals Cadbury and Hershey's.  Romero said there will be 'tremendous activity' related to product launches.

Masterfoods is also setting up new manufacturing facilities in Colombia, including a pet-food factory in Barranquilla, which it plans to use to export the Pedigree and Whiska's brands in Latin America.

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