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Publicis One names local leadership for P.R. operation

Erasto Freytes

Erasto Freytes

Publicis One, he global communications enterprise that unites all Publicis Groupe agency brands’ capabilities and expertise under one roof, announced Tuesday its new local leadership, headed by advertising industry veteran Erasto Freytes.

With more than 8,000 employees, the Publicis One operation is spread across Latin America, Europe, Middle East, Africa and Asia.

At a local management level, Erasto Freytes has been named Chief Executive Officer of Publicis One. Freytes has had a successful career in the industry with more than 40 years of experience and is one of the most accomplished and celebrated strategic and creative leaders in Puerto Rico. For the last 31 years, he has been part of the team that has made Badillo Saatchi & Saatchi one of the leading agencies in the market.

In addition, Julio Toro joins the Publicis One board as Media Chairman. Toro has more than 40 years of experience and was a pioneer in media when he founded the Medianet agency, which later became ZenithOptimedia, the number one agency in Puerto Rico. In his new role, Toro will focus on leveraging the combined scale of all Publicis One’s media assets with the aim of driving value for our clients.

Tere León joins the Publicis One board as Chief Financial Officer of Publicis One. León has more than 18 years of experience in managing finance, 13 of them as Finance Director of Badillo Saatchi & Saatchi. Isabelita Ortíz will continue in her position as Managing Director of Starcom.

Finally, Cristina Echevarría assumes the role of Chief Talent Officer of Publicis One. Echevarría has more than 18 years of experience and is a leader in the human resources area and within Saatchi & Saatchi Badillo. Echevarría will ensure Publicis One attracts and develop the best talent in the industry, the company said.

All of the above newly appointed leaders of Publicis One are already in their new roles and are fully operational in their respective markets.

Publicis One is a future–forward business model which the Groupe will be implementing across 50 markets globally — outside of its top 20 markets. Recognizing the simultaneous need for specialization and integration in marketing today, Publicis One is built with marketers’ interest at the center and strives to be the top integrator of best-in-class specialists. This model is intended to provide clients with end-to-end solutions, including easy and flexible access to a diverse set of experts and capabilities, said Monica Gadsby Regional Chief Executive Officer, who nominated the local executives to their posts.

Brands under the Publicis One umbrella include Leo Burnett, Publicis, Saatchi & Saatchi, Starcom, Mediavest Spark, Zenith, Optimedia Blue 449, Frubis Performics, Arc, Liquid Thread, and Sapient among others.

“I am excited about the possibilities for Publicis One in Latin America. By integrating our expertise, we hope to offer our clients more holistic plans that will differentiate their brands and propel their growth. We have outstanding talent and proven tools, which we will now leverage more effectively to develop end-to-end solutions,” said Gadsby.

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This story was written by our staff based on a press release.

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