Quiroga Media, Latin America’s largest independent media agency group with offices in 11 countries, has become the newest member of ICOM, one of the world’s largest global networks of independent advertising, media and marketing communications agencies.
Founded in 2001 in Buenos Aires, Quiroga began expansion by opening an office in Mexico in 2009. “That was the beginning of a dream of ours to become the first independent agency that could bring an integrated media solution globally,” said founder and CEO Gustavo Quiroga. In the past year, the agency opened an office in Brazil and now serves clients in 11 countries.
“We have many challenges, but we remain focused on our goal of reinforcing and expanding Quiroga internationally,” the CEO added.
For ICOM, the relationship with Quiroga significantly strengthens the network’s media offering. “No other media agency has this kind of reach across Latin America,” said ICOM Chairman Bob Morrison, also Chairman and CEO, Morrison, Atlanta, USA. “This is a significant addition to the ICOM family. It means we do not need to find small, independent media shops in each market. We can work with one partner for the whole region, using the same tools and the same approach.”
Expanding ICOM’s global media capabilities, already strong in North America and other selected markets and continuing to grow, is high on the network’s priority list. For instance, Repeat Groupe, Paris, has added several new media clients recently including Biossun bioclimatic patio covers and accessories, Bricorama home improvement retailer, Charles & Alice fruit desserts, RATP public transport, Somfy window treatments, and Wavestone consulting firm. “We are delighted to welcome our new partner Quiroga in the Latin America region,” said Repeat Groupe CEO Philippe Bonnel.
"As a group of established, independent marketing communications agencies around the globe, providing clients a competitive alternative to the international mega-media planning and buying groups is an important component of our offering," said ICOM Strategic Planning Director Karen Seaman, also President and COO, Cramer-Krasselt, Chicago, Illinois, USA.
ICOM’s process with media is the same as with strategic creative briefs and accounts, according to ICOM Executive Director Emma Keenan. The lead office centralizes the business. Media engagement is determined at the lead office, working in concert with in-country offices and regional brands.
Trade publications have been reporting for the last few years that independent media agencies have been benefiting as the media agencies that are part of large holding groups continue to try to sort out issues of transparency and full disclosure relating to pricing and fees.
“In today’s complex digital media ecosystem, clients are demanding transparency and integrity of data. That’s a hallmark of ICOM and it provides true value to our clients,” Seaman said.
Quiroga said that joining ICOM opens more doors for his agency to the world at large and puts his media agency closer to its goal of becoming a global agency without abandoning its values, its independence, and its belief in transparency. The group currently has 140 employees across its 11 offices that in addition to those mentioned earlier include Bolivia, Chile, Colombia, Ecuador, Paraguay, Perú, Uruguay, and in Florida in the USA.
The agency’s success can be attributed in part to its commitment to maximizing clients' marketing results using its specialized knowledge of consumers and experience in marketing, planning and media acquisitions. For more than 15 years, Quiroga has been developing and maintaining proprietary research, planning, optimization, measurement, control and reporting tools that work in concert with the best-known industry tools on the market.
Among Quiroga’s largest clients are Almundo travel agency, Honda vehicles, Michelin tires, Peñafiel beverages, Sancor Insurance, and Sanfer Pharmaceutical, some handled across multiple countries. Other highly recognizable brands that the agency has worked with include Acer, Hertz, Huawei, Mercedes, Nikon, Nissin, Ricola, SAP and Sony.