Euro RSCG Buys Argentine Interactive Shop

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New York-based Euro RSCG Worldwide's Latin American arm has purchased a 51 percent interest in Argentine interactive agency WhyNet.


The acquisition will make WhyNet, Buenos Aires, part of the Euro RSCG Interaction interactive division. The acquired shop will call itself WhyNet Euro RSCG Interaction.


Euro RSCG Interaction has a network of 45 agencies in 26 countries worldwide.


"In Argentina we already had a very large advertising operation and we also have a company that specializes in public relations, and we were missing the Internet side of it," said Douglas Patricio, managing director at Euro RSCG Latin America, Buenos Aires. "We looked around and identified WhyNet as a very good target. They had a very good reputation and a nice client base."


WhyNet's clients include BellSouth, MasterCard International, Telefonica, Repsol, 20th Century Fox and gas company YPS.


The WhyNet acquisition is Euro RSCG's fourth in Latin America. Other purchases include Argentina's No. 2 ad agency, Craverolanis; The Sales Machine; and public relations firm Estudio de Comunicacion.


Euro RSCG's Latin American division posted gross income of $120 million last year through clients such as Peugeot, Intel, Danone, Brahma, Air France, WorldCom and BBVA Bank.


"Brazil, Mexico and Argentina represent 80 percent of our business," Patricio said.


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