[sao paulo, brazil] Bartle Bogle Hegarty
has taken a minority stake in Sao Paulo agency Neogama in a long-awaited move into Latin America. Bcom3 Group owns 49% of Bartle Bogle and bought a 40% stake in Neogama, part of which now passes to Bartle Bogle, when Alexandre Gama, the former president of Young & Rubicam
in Brazil, started the agency in 1999. The agency, which Mr. Gama will continue to run, will be called Neogama Bartle Bogle. "More and more of our clients are seeking multi-market solutions from us, and so it is imperative that we invest in Latin America," said Nigel Bogle, CEO of Bartle Bogle. For example, Unilever, a Bartle Bogle client, wanted the agency to expand its international coverage after Bartle Bogle opened a Singapore office in 1996, followed by New York in 1998.