Drawing on its experience coordinating dozens of projects across the region, the agency combines regional strategy with local expertise to support companies entering Latin America or expanding their operations in these markets.
Fundamento Grupo de Comunicação announces the expansion of its Latin American operations with the launch of Fundamento LATAM, designed to support international companies looking to enter the region or strengthen their presence. The initiative combines regional strategic coordination with local expertise to develop communications and marketing programs across multiple countries.
With more than 35 years of experience and operations in over 20 countries, the agency has coordinated dozens of projects in Latin America for clients including Mastercard, Novartis, Saint-Gobain and Shionogi. Its regional reach includes Brazil, Mexico, Colombia, Ecuador, Guatemala, Chile, Panama, Costa Rica and Argentina.
A company’s market entry and expansion strategy shapes its communications and marketing plans. When entering a country through distributors, these partners need to understand the product and explain how it meets buyers’ needs. For companies entering through e-commerce, the digital strategy must be supported by payment options that reflect local consumer preferences. Establishing a direct operation may call for discussions with industry associations, public officials and journalists before the announcement. Identifying the right audiences, choosing how to engage them and getting the timing right ensures the company’s success.
Fundamento LATAM’s operating model combines integrated planning and regional coordination with execution by teams based in each market. Performance is tracked against targets and metrics tied to the client’s objectives. One advantage of this model is that clients can rely on a central office to keep implementation aligned with their global strategy and coordinate work across countries (more than 30 when Caribbean island nations are included) while ensuring that local experts deliver the work.
Depending on each project’s objectives, services may include digital PR, executive positioning, stakeholder engagement, brand activation, digital marketing, public affairs and advocacy.