Under a contract with the state-owned Palco Group, WPP now has a permanent executive based in Havana who will be backed by an established local support team. This marks the start of the inclusion of the largest island in the Caribbean in the list of 112 countries in which WPP operates.
Since February 2015, WPP has been in contact with a number of Cuban agencies and enterprises with a view to establishing partnership and cooperation agreements for its companies’ lines of business, which include Data Investment Management (formally known as Consumer Insight); Public Relations & Public Affairs; Branding & Identity; Healthcare Communications; Direct, Digital, Promotion & Relationship Marketing, among others.
In addition, WPP has maintained contacts with Cuban and international firms operating on the island to provide its services from a local base in the near future.
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. In these areas WPP is to deliver its services in collaboration with front-rank local companies, also to promote foreign projection of the products and services generated from Cuba.
The WPP executive’s offices in Cuba are in the Miramar neighbourhood near the most important business centres in Havana.
This initiative means WPP has taken another step towards consolidating its global leadership, and in particular in Latin American markets where it holds a predominant position in most of the region’s countries. This continues WPP's commitment to developing its strategic networks throughout faster growing markets. The Group collectively generates revenues of US$1.6 billion in Latin America and employs 20,000 people.