Contact: Betsy Ward
R&R Partners
betsy.ward@rrpartners.com
702-318-4229
R&R Partners Grows Again, Announces New Office in Mexico City
Las Vegas-based firm makes international debut, buying share of CMV Agency
AUSTIN – September 12, 2014 – Billy Vassiliadis, CEO of Las Vegas-based R&R Partners today announced that the
independent marketing communications firm would make its international debut, opening its ninth office through an
ownership stake in CMV, a full service agency based in Mexico City.
Vassiliadis made the announcement during a keynote address entitled “Translating Success – Learning to Do Business
Across Cultures” at Austin’s BonusMX@ATX, a forum for creative industry executives in the United States and Mexico.
Mexico City marks a long anticipated move by R&R Partners into Latin America, and represents the firm’s fourth new
office in six years behind Austin, Denver and Los Angeles.
“The borderless economy is here and now,” said Vassiliadis. “When you look at American brands like Microsoft, Pfizer
and Wal-Mart, which are well-established in Mexico, you’re seeing how 20 years of NAFTA has helped erase many of the
th
old trade barriers. Mexico is now the world’s 11 largest GDP and has a tech savvy middle class that embraces the ‘Made
in USA’ label. The potential for U.S. companies to benefit can’t be overstated.”
Under NAFTA, intraregional trade in North America jumped from $290 billion in 1993 to $1.1 trillion in 2012, roughly half of
which crisscrosses the U.S./Mexican border.
Vassiliadis also sees opportunity in the 2014 Global Attitudes Survey conducted by the Pew Research Center, which
found that six in ten Mexicans are dissatisfied with their country’s economy.
“Mexico is at a critical point economically, politically and culturally and our skill set and partnership with CMV can have a
real impact there,” said Vassiliadis. “Together, we bring an authentic Hispanic vision and voice and a proven track record
in communications and government affairs work that will guide clients through this period of rapid change and growth.”
R&R Partners has long had a footprint in Mexico through their Las Vegas Convention and Visitors Authority client, which
markets the Las Vegas destination there. In addition, R&R Partners serves international clients in West Africa, Central
Asia, and Europe, as well as U.S.-based clients like Boeing that reach across the globe.
“R&R’s investment in CMV grew out of the recognition that our two agencies share a similar passion for tackling the tough
issues, delivering key insights to our clients and building a strong internal culture of excellence,” said Diego Velásquez,
founding partner and coach general at CMV. “It’s an ideal match that will continue to deliver top quality results across
borders and languages.”
CMV/R&R Partners will use its deep experience in regulatory issues, public relations, crisis communications, research,
media and branding to assist industries that face complex challenges in Mexico and Latin America. Areas of specialty
include energy, telecommunications, packaged goods, technology, aerospace and travel and tourism.
“Being independently owned allows us to react quickly and guide our clients through the challenging regulatory
environments they will find in Mexico,” said Vassiliadis. “It has also allowed us to pursue a rapid growth plan as an
agency. International expansion was the next logical step for us.”
About R&R Partners
R&R Partners creates communications that spring from our ability to see and understand the total competitive landscape
in which our clients do business. This 360 perspective inspires a unique brand of creative audacity, which addresses all
audiences, ignites conversations, and incites action through iconic work. A prime example is the “What happens here,
stays here” campaign for Las Vegas, which earned us a front-page profile in The New York Times. Advertising Age lists
R&R Partners as among the top 200 largest agencies in the U.S. based on revenue and among the top 30 “Best Places to
Work in Marketing & Media.” Our strategic thinking has been covered by The Wall Street Journal, USA Today, Forbes,
Dateline NBC and ABC Nightline. Learn more by visiting www.rrpartners.com, stopping by our Las Vegas headquarters,
or checking out our offices in Austin, Denver, Los Angeles, Phoenix, Reno, Salt Lake City, Washington, D.C. and Mexico
City.
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MEXICO
Fast Facts
th
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With the world’s 11 largest economy (GDP) at $1.85 trillion and a total population of 120.3 million, Mexico’s
status as an emerging market is not only strengthened by its close proximity to the U.S., but its continued
involvement in trade agreements like NAFTA, among others. [CIA World Fact Book: Mexico, accessed 9/3/14;
U.S. Department of Commerce, “Doing Business in Mexico: 2013 Country Commercial Guide for U.S.
Companies”]
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Mexico has the 13th largest labor force in the world at 51.48 million. [CIA World Fact Book: Mexico, accessed
9/3/14]
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Mexico boasts both the second largest population and per capita income in Latin America. [L.E.K. Consulting,
“Spotlight on Mexico: Understanding the Mexican Consumer”]
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Large American firms have already begun to take notice of the investment opportunities in Mexico. In 2011,
Microsoft announced a planned investment of $690 Million in the near term, including its first technology center in
Latin America. In February 2014, Wal-Mart announced their Mexican division would spend $1.1 billion to expand
the chain’s presence in the country and Central America. [Fox News Latino, 10/5/11; Bloomberg, 2/14/12]
o In 2013, two-way merchandise trade reached nearly $507 billion, an increase of 476% since 1993. [U.S.
Department of Commerce, “Doing Business in Mexico: 2013 Country Commercial Guide for U.S.
Companies”]
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Mexico’s middle class– currently estimated between 40-60 million people – is growing, and they are using their
increased income to purchase not only consumer goods, cars and homes in greater number, but are also
increasing their air travel spending. [Foreign Affairs, Jan/Feb Issue]
o A 2012 Seattle Times article noted, “The growing middle class that is fast becoming Mexico’s majority is
buying more U.S. goods than ever while turning Mexico into a more democratic, dynamic and prosperous
American ally.” [Seattle Times, 9/10/12]
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Mexico’s consumers have a tendency to be more brand loyal than the average consumer -- choosing to spend
down on a brand, as opposed to trading down. In addition, social engagement with brands is high, and there is a
continued shift to online retail. [Applied Analysis email, 9/3/14; Forrester Research, “Latin America Online Retail
Forecast, 2013 to 2018”, 12/17/13]
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Mexico’s recent pushes to reform various sectors of its economy, combined with an improving U.S. economy,
bodes well for stronger growth in Mexico, including substantial additional investment over the next 20 years.
[Applied Analysis email, 9/3/14; Foreign Affairs, Jan/Feb Issue]
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A sign of confidence in Mexico’s continued growth was President Enrique Peña Nieto's recent announcement on
construction of a new $9.2 billion international airport in Mexico City. Mexico is the number two source of
international visitors to Las Vegas, with Mexican carriers Aeromexico and Volaris offering direct flights from MEX
to LAS. [Las Vegas Review-Journal, 9/2/14; LVCVA.com; Kayak.com]
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A majority of the U.S. Hispanic Population (56.3%) lives in the Southwest, and nearly one in eight U.S. Hispanics
live in a city where R&R Partners has an office. [2010 U.S. Census: Arizona, California, Colorado, Nevada, New
Mexico, Texas and Utah]
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