Lowe links with big Chilean agency

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LONDON-- Lowe & Partners Worldwide, the Londonbased network owned by the Inter- public Group of Cos., is entering Chile via a partnership with the Santiagobased ad agency Porta. Lowe has taken a substantial minority stake in what is now called Lowe Porta.

Lowe Porta joins Agulla & Baccetti (Argen tina), Lowe Loducca (Brazil), Lowe & Partners/ SSPM (Columbia), Lowe & Partners Mexico and Concept (Venezuela), the partner agencies forming Lowe & Partners Latin America.

Porta was founded in 1981 by current Pres ident Raul Menjibar. The agency has a staff of 90 and, according to Advertising Age's ranking is the country's seventh largest agency with 1997 income of $26 million. It's the only Chileanowned agency ranked with the top 10 agencies.

Its clients include electronics retailer ABC, health insurer Banmedica, the bank BCI, brewer CCU (Escudo and Malta Morenita beer), Chile's largest gasoline distributor Copec, instant beverages brand Corpora, confectioner Costa, cosmetics marketer Pamela Grant and Toyota.

Frank Lowe founded The Lowe Group in 1981 in London with the goal of creating a global agency network that would produce quality international advertising, through forming equity partnerships with strong domestic agencies. Lowe & Partners Latin America, headed by Jose Eduardo Cazarin, was launched in 1997.

Copyright November 1998, Crain Communications Inc.

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