Urbana Creative launches digital marketing firm with Latin American focus

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Miami-based Urbana Creative Group launched digital marketing firm Interaktiva to focus specifically on branding for clients targeting or expanding their businesses into Latin America, the company said on Oct. 25.

Interaktiva is led by president and CEO Francisco Manrique, who is also Urbana's principal and chief creative officer. David Uribe was named VP and creative director and heads Interaktiva's creative department.

Uribe said an increase in demand for digital marketing services from its U.S. customers and international companies wanting to establish or expand their businesses in the fast-growing Latin American market prompted Interaktiva's creation. He said that the strongest demand, in addition to Brazil, is in Colombia, Argentina, Chile and Uruguay.

"If you look at social media penetration in those countries, it's like 50%," said Uribe. "Latin people are not behind in technology. Although the population is less, smartphone penetration is huge. There's a huge opportunity for branding here."

When asked why Urbana Creative Group launched a separately branded agency for digital rather than just create a digital Latin American division, Uribe said it was a combination of a desire to have a "100% digital agency" and allow for "independent creative thinking" at Interaktiva.

The firm's creative is handled in its Miami office by a staff of eight, Uribe said. Production teams are headquartered in Uruguay and Colombia, with a combined staff of 22, because production costs are less expensive in those countries, he said.

Parent agency Urbana Creative was established in 2000. Its client roster includes HBO, Oster, Bionaire, FoodSaver, Sunbeam Products, Diageo and Cryo-Cell International.


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