El Salvador: Re-Tender of Country Brand

After canceling the tender which was won by the consortium Apex BBDO-Porter Novelli, Proesa has announced that it is preparing a new tender to develop a country brand strategy.
Proesa authorities indicated that the reason behind the cancellation of the contract with the management consortium, which had already begun work on the proposal, was that the goal is now to develop a more comprehensive strategy and not as "quickly" as the first.

The manager of communication and institutional marketing at Proesa, Morena Valdez, "... said the process was canceled because the Board of the institution considered it necessary to work on a more comprehensive strategy for a Country Brand which will endure over time and transcends governments."

Elsalvador.com reports that "... Valdez said that since last year, when the structure of Proesa was modified and that body became an autonomous institution, there has been an attempt to strengthen all areas and thus also their actions. He announced that they are already working on a second bidding process and have not neglected the goal of creating a national brand that will enable the nation to recognized worldwide. "