The company, owned by the Argentine unit of Spain's Banco Bilbao Vizcaya and Picking Pack Group, is planning to invest an initial $15 million to enter Brazil, Chile, Mexico and Venezuela. The company isalready present in nine countries outside Spain in business-to-consumer and business-to-business sectors.
Ecuallity's campaign will include corporate and services ads, according to the agency's president, Rino Ferrari Filho.
"Research reveals that 45% of the Internet users in Latin America are in Brazil. And they are responsible for 88% of all the e-commerce done in the region. That's why it's important to build an image for brands and [encourage] customer loyalty," says Mr. Filho.
According to research by Bain & Co., e-commerce in Brazil should rise to $109 million this year, up from $71 million in 1999. Online sales should represent $1.8 billion in Brazil by the year 2003.
Copyright March 2000, Crain Communications Inc.