ARCO Publicidad has launched a new division called La Central Publicitaria Part of Havas, giving businesses and brands in Puerto Rico access to Havas' global communications, marketing and consumer-research resources while retaining a local account team. The division will also represent Havas' international and local clients on the island.
Efrén Págán, president of ARCO, said the operation combines ARCO's knowledge of Puerto Rico with the capabilities of a global communications company, allowing clients to access international-network resources without losing the local relationships and market understanding ARCO is known for. The new division will offer services in strategy, creative work, media, data analysis and consumer research, and will introduce "The Science of Desire," a Havas methodology combining research, data analysis, creativity and behavioral science to study consumer motivations.
Diego García, chief executive of Havas Central America and Caribbean, said the alliance brings methodologies used in other markets to Puerto Rico while adapting them to local culture and business conditions. ARCO said existing clients will keep working with its local team while gaining access to Havas' creative, digital, media and strategic tools, and that the initiative could also offer Puerto Rico communications professionals new methodologies and collaboration opportunities with Havas' international network.