Peru gains crediblity in adland

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LIMA -- In recognition of its increasing importance in the advertising world, Peru was chosen as the venue for D'Arcy Masius Benton & Bowles' annual meeting of its American branches, the first time the country has hosted a major meeting of ad executives.

Arthur Selkowitz, DMB&B's president, also attended the meeting, which ran for a full week in early September.

Armando Andrade de Lucio, executive president of Peru's PragmaDMB&B, said the meeting shows that Peru is coming of age in terms of advertising. "It is extremely important that we held the meeting here in Lima. Five years ago it would have been impossible to even dream of inviting people to the city," he said. "Peru is now in the minds of any multinational company thinking about expanding in Latin America."

He added that Selkowitz's presence in Lima demonstrates DMB&B's commitment to and confidence in Peru.

Pragma, a 15-year-old company that joined the DMB&B family five years ago, is rapidly expanding in Peru's advertising market, which was worth more than $200m last year.

"Peru is still a relatively small market, especially when compared to regional giant Brazil, but the conditions are changing and PragmaDMB&B is positioned to take advantage of the new opportunities," Andrade de Lucio said.

Successful advertising - PragmaDMB&B campaigns for Ariel detergent and Socosani mineral water have put both brands at the top of their respective sectors - is attracting new clients to the company "because they trust our vision to build brand leaders," he added.

Copyright September 1997, Crain Communications Inc.

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