Spanish Internet company awards Rino Publicidade Brazilian launch

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SAO PAULO--Spanish Internet services company Ecuallity has appointed Rino Publicidade, Sao Paulo, to handle its launch campaign in Brazil. No budget figures were available.

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.

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