O&M strengthens regional network in Brazil with new partnership

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RIO DE JANEIRO--Ogilvy & Mather Worldwide has established a trial partnership with Minais Gerais-based agency DNA, which handles clients such as telecoms company Telemig Celular, the Ministry of Labor and the Banco do Brasil bank.

The temporary tie-up is a prelude to a possible acquisition by O&M within three months, says Sergio Amado, Ogilvy Brasil's president. O&M already has similar partnerships in the states of Rio Grande do Sul (SLM/Ogilvy), Pernambuco (Gruponove/Ogilvy) and Bahia (CBVR/Ogilvy).

"Partnering up with local agencies is the best way to develop regional strategies for our clients without any communications distortions."

According to DNA VP Xico Castilho, the agency should have a gross income this year of $42 million.

Copyright June 2000, Crain Communications Inc.

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