Spain's S,C,P,F opens shop in Miami

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[Miami] One of Spain's top ad agencies, WPP Group-owned S,C,P,F, is opening a Miami-based agency for the U.S. Hispanic market on Sept. 1. Ignasi Puig, managing director and the "P" in S,C,P,F, moves to Miami from Barcelona next week as CEO of S,C,P,F America. He'll be joined by a creative team from the Spanish agency and several U.S. local hires who are being finalized now.

Started in 1996, S,C,P,F is one of Europe's leading creative agencies, led by Spain's top creative Toni Segarra, who will be involved in the U.S. Hispanic shop. In Spain, the agency's biggest clients are BMW, Diageo's J&B, Vodafone, Ikea and Evax, a local feminine-hygiene brand owned by Procter & Gamble. In the U.S., the agency is starting with Hispanic projects for BMW and J&B, Mr. Puig said. Other sources of business are likely to be Spanish companies and WPP clients. WPP's clients are currently underserved in the U.S. Hispanic market, with only Young & Rubicam's Bravo Group. Neither JWT nor Ogilvy & Mather has a U.S. Hispanic shop. In Spain, S,C,P,F has been aligned with JWT. WPP bought a 30% stake in S,C,P,F in 2000 and upped it to 100% at the end of last year. The S,C,P,F America venture, which got the go-ahead from WPP Group Chief Executive Martin Sorrell, is majority-owned by WPP, with the remainder held by Mr. Segarra, Mr. Puig and the third S,C,P,F partner, Luis Cuesta.

Mr. Puig said that although S,C,P,F's priority is the U.S. Hispanic market, Miami was chosen partly to serve as a hub for Latin America if the agency develops business in that region. AdAge.com, QwikFIND aaq77h

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