WPP has extended its reach to the communist redoubt of Cuba, becoming the first communications services group to set up operations on the island since a recent rapprochement with America.
WPP extends its services in Cuba by partnering with state owned Palco Group, WPP will station a permanent executive in Havana to work with a local support team to oversee its data investment management, public relations and public affairs, branding and identity, healthcare communications, direct, digital, promotion and relationship marketing activities.
The WPP executive’s offices in Cuba are in the Miramar neighbourhood near the most important business centres in Havana.
Additionally, WPP will work to furnish international clients with information relating to the evolving institutional and economic environment in Cuba.
Although the final decision has only just been made, moving to the island has been in the pipeline for a while and WPP has reportedly been in contact with a number of Cuban agencies and enterprises since February.
WPP has prioritised expansion in Latin American markets to spur growth, generating revenues of $1.6bn across the region and employing 20,000 people.
The Company statement said, “This marks the start of the inclusion of the largest island in the Caribbean in the list of 112 countries in which WPP operates. WPP is working to provide its international clients with strategic counsel on the institutional and economic environment in Cuba, as well as advice and guidance in planning for eventual Cuba market entry and brand visibility on the island nation”.