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Lowe Loducca awarded America Online's Brazilian launch

Published on .

SAO PAULO--America Online has appointed Lowe Loducca to handle its December launch in Brazil.

The appointment followed a four-way pitch including Fischer America, J. Walter Thompson Co. and Leo Burnett Co.

Industry analysts estimate that AOL's marketing budget in Brazil could reach $20 million to combat other players, such as Universo Online, StarMedia and ZAZ.

America Online Brazil is a joint venture between America Online and the Cisneros Group, a leading Latin American media, telecommunications and entertainment group.

About half of AOL's total $200 million investment in the region is going to Brazil, its launch market.

Copyright September 1999, Crain Communications Inc.

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