The advertising and online marketing groups Antevenio, of Spain, and Zanox, of Germany, have set their expansion sights on Latin American markets and have each named directors — Ignacio Franch and Chechu Lasheras — to oversee their efforts in the continent.
So far, Antevenio has taken the most decisive action with its purchase last November of 60% of Argentinean company Direct Latam, which had previously acted as their representative in the region. In 2008, Direct Latam managed pan-regional campaigns valued at $900,000 and its client roster includes brands like Dior, Repsol YPF and Coca Cola.
Antevenio CEO Joshua Novick stated that the group has tripled its turnover in the past three years “and we strongly believe that international expansion to Latin America will help maintain this rate of growth." To this end, Antevenio plans to establish operations in several Latin American countries. In fact, it has already formed an Antevenio Mexico company, although it is not yet operational.
In order to reinforce its international development, Antevenio has just appointed Ignacio Franch as the group’s CEO of International Expansion. Franch comes from Yahoo! Iberia, where he was Director of Business Development in Spain and Italy.
The position filled by Ignacio Franch in Antevenio is exactly the same one vacated by Chechu Lasheras, who recently joined Germany’s Zanox as Regional Director for Spain, Portugal and Latin America. While Zanox has an established presence in Spain and a growing one in Portugal, the company will be starting from scratch in Latin America, where Lasheras’ mission will include analyzing possible development strategies in these markets. Zanox already has offices in the U.S. (New York and Silicon Valley).
Antevenio has operated in the digital marketing industry in Spain for the last 14 years and currently offers web advertising, results and affiliate marketing, and email marketing services. The company is listed on Alternext Paris and closed 2008 with a turnover of $27.2 million.
Zanox is the German market leader in results-based online marketing and has offices in 24 countries. Since 2007, its majority shareholders have been Axel Springer and Publigroup. Company revenues in 2008 totaled $280 million.