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The 2019 Latin American PR Agencies of the Year are the result of a research process involving submissions and meetings with the best PR firms across the region.
Agencies of the Year are announced at our Latin American SABRE Awards ceremony which takes place at Seminario de Cultura Mexican (Mexican Cultural Seminar) in Polanco, Mexico City on September 11, 2019. Analysis of all Finalists and Winners can be accessed via the navigation menu or below:
With more than 100 people in Mexico, Edelman is one of the largest multinational firms in the market—and among the top five overall— and with a 25-year history in Mexico City, it is also one of the longest-established, with a deep understanding of the local culture. Like its global parent, the Mexican operation has invested heavily in digital and creative capabilities, but it also has corporate and public affairs capabilities and expertise in the technology sector.
New business over the past 12 months came from the likes of Cinépolis, Xbox Mexico, Seguros Monterrey New York Life, Astra Zeneca, PayPal, BlackRock, the US Diary Export Council, and Dow, joining a client roster that also includes Microsoft, HP, Essity, Facebook, Starbucks, Posadas, Nissan, KFC, and Booking.com. Interesting assignments included the Vasa Ofrenda campaign for Booking.com, taking a traditional Day of the Dead altar, fragmented and turned into a holiday accommodation, to promote travel within Mexico; and Voto en el extranjero for the Mexican National Electoral Institute (INE) to encouraging Mexicans living outside the company to participate in the nation’s elections. — PH
Mexican agency Extrategia was founded in 1999 by Carlos Herrero, focused—as the name suggests—on providing strategic guidance at the highest level. The firm has expanded over the past 20 years to become one of the leading independents in the Mexican market—with a headcount of about 60 professionals—as well as a leader in other Spanish-speaking areas of Latin America, adding operations in Chile, Colombia and Peru, as well as an outpost in Spain, all offering a blend of corporate reputation management and consumer branding expertise—as well as Extrategia’s own media and monitoring service, which provides considerable advantage in times of turbulence and change.
The firm works for a diverse roster of clients including Jose Cuervo, Canon, Dell EMC, McDonald's, Bridgestone, Royal Caribbean, Chemours, Axalta, and Herdez, with new business over the past year from Iberdrola, Mitsubishi Motors, Farmacias del Ahorro, and more, enabling Extrategia to keep growing despite the challenges created by a change of government in its main market. High-profile work included supporting Pemex in its sponsorship of Formula 1 driver Checo Pérez and helping Dell communicate with a wide range of stakeholders during its merger with EMC.—PH
Weber Shandwick (IPG)
In the short four years since Weber Shandwick Mexico opened its doors, the operation has established itself as a dynamic operation able offer clients the integrated, multidimensional capabilities befitting an agency of Weber Shandwick’s size. As a result, Weber Mexico today serves as agency of record for some of Mexico’s most high-profile companies — CEMEX, Grupo Modelo, Liverpool and Grupo Herdez among them. In 2018, Weber Shandwick added clients including Industria Mexicana de Coca-Cola, IKEA, Novartis, Lala and Honeywell to a roster already populated by the likes of Huawei, Exxon Mobil, Grupo Modelo, CEMEX, Liverpool, EA, HBO, Nielsen, SmartWater and IBM. Also in 2018, the office had 14 local business wins in 2018 (increasing its larger client roster by 19%) and grew its headcount from 35 to 50 employees. All of which translates to 29% year-over-year growth from 2017.
Over het last 12 months, Weber Mexico has focused on working closely with clients in navigating business amidst the country’s most recent political swings — most notably the election of President Andrés Manuel López Obrador, and ensuing developments from diminished significance of public-private partnerships to polarizing opinions that came with it. Under the watch of managing director Amanda Berenstein, the operation has grown its consumer technology and social impact practices in particular. The office’s work with UN Global Compact president in Mexico, Martha Herrera, to position this organization as a key player for sustainable development resulted in organizations such as Consejo Mexicano de Negocios (CMN) signing the first collaboration agreement to implement the UN 2030 Agenda among the top 50 Mexican companies. Among the year’s hallmark works: Using the AI in Huawei smartphones to compose the final movements of Schubert’s famous Symphony ‘Unfinished Symphony.’ — DM
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