Mexican agencies upbeat for 1998

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MEXICO CITY -- The Mexican Association of Advertising Agencies (AMAP) is looking bullish on billings for 1998.

AMAP president Francisco Cardenas, who also heads Leo Burnett Mexico, says Mexican agencies are currently negotiating budgets for next year and are optimistic about healthy increases despite the expectation of less activity from certain areas.

Political and government spending was heavy in the first half of 1997, in anticipation of the July elections.

But long-distance telephone competition and private pension plans were also heavy- spending new entrants to the ad market and they are "here to stay," Cardenas says.

For the first half of 1997, billings were up 43% over the same period last year. And for the full year, billings (excluding government and political advertising) are expected to increase 33% to 35% over 1996 billings of $1.3bn, Cardenas says.

However, 1996 saw a billings decline in real terms from 1995, when they reached $1.72bn.

AMAP also announced the details of its seventh annual international advertising meeting November 12-14 at which representatives from agencies, including McCann-Erickson, Leo Burnett and Fallon McElligott, will present case studies to an expected 800 delegates. Other seminars will cover topics such as the pay-TV market and the Internet. Featured speakers also include Eduardo Fischer, president of Fischer, Justus Comunicao Total of Brazil.

Copyright November 1997, Crain Communications Inc.

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