DraftWorldwide Bolsters Latin American Presence With Creactiva

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After consolidating its position in Europe, DraftWorldwide has now focused its attention on Latin America with the acquisition of Creactiva, a leading promotions agency in Santiago, Chile.


The agency is DraftWorldwide's second acquisition in Latin America, coming nearly four years after the purchase of a direct marketing shop in Rio de Janeiro, Brazil. Terms of the deal were not disclosed.


"We have a variety of U.S. clients who are looking to us to provide global capabilities, and Creactiva fills a void in a market that we hadn't been present in," said Jordan H. Rednor, New York-based president and chief operating officer of DraftWorldwide.


Now called DraftWorldwide Creactiva, the agency will continue to be run by founders Emilio Abud and Marcelo Borlando, managing director and international creative director, respectively. Both will report to Perry Miele, Toronto-based president of DraftWorldwide International Group.


Founded in 1995, Creactiva is beverage marketer Coca-Cola Co.'s promotion agency of record for Latin America and the Caribbean. It also has clients like Reckitt & Colman, Walt Disney Co., Energizer, S.C. Johnson & Co., and Kimberly-Clark Corp.


Among its Chilean clients, Creactiva boasts names like mall owner Malls Plaza Group and telecommunications marketer Entel PCS.


Besides creating promotions -- ranging from creative development to premium fulfillment -- Creactiva also offers services in trade marketing, merchandising and events. It also engages in online promotions.


The acquisition boosts DraftWorldwide's global network. Owned by ad conglomerate Interpublic Group of Cos., the Chicago agency has offices in 27 countries and billings of more than $3 billion. It is one of the largest direct marketing agencies in the world.


Talks are now on for DraftWorldwide to buy Creactiva's Mexico office.


"They have a strong operation in Mexico, which is identical to the Santiago office," Rednor said.


The quest won't end there. DraftWorldwide is shopping for opportunities in other locations across Latin America, a region that shows potential for growth.


"We're looking to bolster our opportunities in Brazil, which is a very important market, and Argentina," Rednor said.
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