DDB Needham cranks up investment in Latin America

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BUENOS AIRES - DDB Needham Worldwide plans to increase its investment in Latin America now that the region's economies are back on track after a rocky 1995 and early 1996.

By the year 2000, the agency wants to buy up majority stakes in its Latin American shops and hold a top 10 position in billings and a top three in creativity in every market, DDB Needham President for South America Darryl Lindberg told the Daily World Wire.

"The push is based on three factors: how DDB Needham sees future opportunities, existing clients investing in Latin America and prospective clients in the region," he says. "Agency size is one thing, but we want our agencies to be DDB agencies."

Lindberg, who was in Buenos Aires on a tour of DDB Needham's Latin American network after taking his post on October 1, says he may relocate to the region to oversee the planned growth. "It'll depend on what is the best place for business," he says.

DDB Needham Worldwide currently holds majority shares in just four of its 14 affiliates in Latin America. Its holdings in another four are minority stakes, while it has no equity in the remainder.

Copyright November 1996, Crain Communications Inc.

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