MIAMI: Spain’s second largest agency, Sanchis y Asociados, last
week launched a Latin American agency to rival the region’s largest
Sanchis has set up a separate company, Hispacom, which employs 100
people and now owns eight offices in the Americas, including six in
South America, one in Miami and one in Mexico.
By comparison, Burson-Marsteller has 165 staff and eight offices in the
region, and Edelman PR Worldwide has three owned offices and five
The new agency’s managers met for the first time in Miami last week.
Sanchis began building Hispacom in mid-1996 by either opening its own
offices or by acquiring a minimum 51 per cent stake in local
Hispacom last month opened its newest office in Bolivia. The other South
American offices are based in Argentina, Chile, Colombia, Peru, and
The agency expects to continue expanding, particularly in central
Sanchis managing director for Spain, Marcos Magana, will oversee the
network. Magana will retain his position in Spain as well as becoming MD
of Hispacom. He will share his time between Sanchis’ headquarters in
Madrid and Hispacom’s headquarters in Miami.
Magana joined Sanchis 11 years ago. The agency employs 35 people in
Spain, was established 20 years ago and, according to last year’s PR
Week European survey, is Spain’s second largest.
Hispacom is a separate company but its major shareholder is Sanchis y
In addition, Sanchis has nine European offices. It owns offices in
Lisbon, Madrid, Barcelona, Bilbao, Valencia, Seville and Santiago de
Compostella, has a minority stake in a Paris agency, and an office in
Brussels which represents clients from outside Belgium.