ICrossing expands into Latin America, Spain with Wallaby acquisition
Wallaby has shed its brand to become iCrossing's Latin American and Spain division, said Don Scales, president and CEO of iCrossing. Wallaby's clients included The Coca-Cola Co., Toyota Motor Sales USA and LG Electronics USA. ICrossing and Wallaby had worked together on search marketing for Coca-Cola “over the past two-plus years,” said Scales.
Wallaby CEO Gonzaga Valdés will serve as iCrossing's CEO of Latin America and Spain, reporting to Scales. ICrossing will retain Wallaby's 50 employees and continue to operate its offices in Mexico City, Buenos Aires, Madrid and Santiago.
Latin America and Spain “have been on our radar screen for some time,” said Scales. “We have a number of clients who are asking for support, especially in South America.”
He added that the digital marketing landscape in Latin America is “somewhat wide open.”
“There are not [enough] large, established players down there that we can't leverage off Wallaby and continue to grow,” said Scales. He added that his agency is focused on growing its global footprint and that China is his “No. 1 priority right now as far as geographic expansion.”
Scales declined to disclose the financial terms of the agreement.