Miami, FL Owners of Latin America's leading advertising agencies will gather in Miami on May 27th and 28th to announce the official launch of RED (Spanish for network), a network of independent agencies created to serve the needs of multinational companies doing business in the region.
The advantages of working with RED over a global agency conglomerate is that each agency in the network is autonomous, assuming the role of lead agency in their market while fostering a culture of collaboration among the network partners. As clients expand into new markets, they don't experience a loss of momentum or learning curve associated with hiring a "new" agency to service their business in that country. Member agencies provide clients with in-depth knowledge and insights into the culture, demographics and nuances of media consumption in their markets. And clients deal directly with agency owners.
RED was conceived by Roberto Schaps, president of TURKEL, a brand management firm located in Miami. "I created the network out of a need - we were working with brands like Discovery Networks and HBO who needed local media planning and placement and promotional support in multiple markets," said Schaps. "I traveled throughout Latin America looking for like-minded agencies whose business philosophies matched ours. Essentially, the only differences between the network members are the agency name and language spoken."
"We share a chemistry and a level of trust that allows us to do business on a handshake," said Román Rodríguez, director general, Grupo Ñ in Spain, "I know I can refer a client to our agency in Mexico and they will be in good hands."
According to Schaps, the network will continue to grow organically as a client need arises. "We just brought in an agency in Puerto Rico to service our client, Sol Meliá Hotels & Resorts for the launch of Paradisus Puerto Rico, their new all-inclusive resort in San Juan," he said.
RED is a network of Iberoamerican non-competitive, independent advertising agencies throughout Latin America, Europe and the Caribbean providing companies with local market intelligence and consumer information. Currently, there are 7 member agencies located in Argentina, Brazil, Colombia, Mexico, Puerto Rico, Spain and the United States. Through RED, clients have access to virtually every major media market in Europe, Central and South America and the Caribbean.
For more information, contact:
Marlisa Shapiro
public relations, TURKEL at 305-476-3516
Jeanne Sullivan
assoc. VP, media relations, GMCVB at 305-539-3084 / cell: 305-401-3636