Objective

Generate awareness about the opening of the new Regional office of Gunderson Dettmer among the general business public in Argentina, Colombia, Chile, and Mexico, positioning the firm as a leader in Venture Capital and knowledge of the entrepreneurial landscape of Latin America.

Challenge

The opening of this new office presented a series of challenges:  

• The office was located in Sao Paulo (it was not a locally relevant news item for the rest of the countries).

• We were facing a total lack of brand awareness among the press in the three countries (with a complete unawareness of the firm).

• We were framed in a global context of cooling funding and investments from VCs. 

Strategy

Reposition the focus of the news by taking advantage of the media agenda and the knowledge of the firm’s specialists.

We decided to put the announcement of the opening in the background to join the media agenda, which was heated around the startup landscape in Latam, thus focusing on positioning Gunderson Dettmer as a qualified advisor to analyze this macro situation, as a leader in legal consulting specialized in Venture Capitals and with knowledge of the entrepreneurial landscape of Latin America.

Results

There were 35 publications achieved in the four countries (Argentina, Colombia, Chile, and Mexico), of which 82% were dedicated articles, with USD50k in Earned Media. 11 interviews were arranged in media outlets such as América Economía, Valor Analitika, El Economista,  La Nación, Expansión, El Mercurio, Diario Financiero, Excélsior, Reforma, Business Insider, and Bloomberg Línea. 90% mentioned Gunderson as an expert firm in VC and Entrepreneurship in the region, achieving 100% positive notes with a significant impact on the firm's name as a regional leader with a vision in VCs.