Mexican book targets Canada

A mexican marketing trade magazine is hoping to position itself as a conduit to the Mexican market for Canadian companies wishing to do business there.Adcebra, a glossy Spanish-language monthly, which prints 5,000 copies per issue and claims a readership of 20,000,...

A mexican marketing trade magazine is hoping to position itself as a conduit to the Mexican market for Canadian companies wishing to do business there.

Adcebra, a glossy Spanish-language monthly, which prints 5,000 copies per issue and claims a readership of 20,000, has been in business for one year.

Before launching in its current form, Adcebra existed for 18 months as a newsletter called ‘Cebra.’

Agency

On June 29, Adcebra Publisher Andrzej Rattinger named Toronto’s Campaign House as its Canadian agency.

Campaign House’s first task will be to develop a communications program around Mexico’s Independence Day, which falls on Sept. 15.

Rattinger, who notes 60% of Adcebra’s circulation goes out to clients, says he would like to sell Canadian marketing firms and related service firms on the idea of running ads in Adcebra to reach the Mexican business community.

Rattinger also says Canadian firms interested in learning what is going on in the Mexican marketing world would do well to read his publication, which covers marketing news as it develops, and runs columns on different aspects of the industry.

NAFTA

Under the proposed North American free trade agreement, Canada, Mexico and the u.s. would largely eliminate their national trade tariffs and move to integrate their economies.

Before the agreement becomes law as scheduled on Jan. 1, 1994, it must be ratified by the governments of all three countries.

Rattinger founded Mexico City-based Adcebra in partnership with the magazine’s editor Cecilia Bouleau.

History

Previously, Rattinger, who is trained as a mechanical engineer, held marketing positions with the Mexican divisions of Kodak and Bayer.

Campaign House landed the Adcebra account as a result of efforts it made to explore business opportunities in Mexico.

Agency account director Donald Brady says he tried to learn about the Mexican marketing industry by going through the federal and Ontario governments but was unsuccessful.

So Brady says he took the advice of a Mexican business acquaintance and placed a call to Adcebra.