WPP Sets Up Trading Post in Cuba

WPP has taken steps to become the first international marcoms group to conduct business on the island of Cuba.

The move follows the news that US President Barack Obama has agreed to re-establish diplomatic relations with Cuba, and that the two countries are reopening their embassies after more than 50 years of hostilities. Under a contract with state-owned Palco Group, WPP now has a permanent executive based in the Miramar district of Havana; backed by an established local support team. As part of the scheme, WPP says it will deliver all its communications services to meet the needs of the Cuban market, while contributing to the economic development of the island.

Since February, WPP has been in contact with a number of Cuban agencies and enterprises with a view to establishing partnership and cooperation agreements for its businesses, which include Data Investment Management (formally known as Consumer Insight); PR & Public Affairs; Branding & Identity; Healthcare Communications; Direct, Digital, Promotion & Relationship Marketing, among others.

In addition, WPP says it has maintained contacts with Cuban and international firms operating on the island to provide its services from a local base in the near future. Through its network, WPP is planning to provide its international clients with counsel on the institutional and economic environment in the country, as well as advice and guidance on eventual Cuba market entry and brand visibility.

Web site: www.wpp.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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