MediaCom is looking to accelerate its growth across Latin America with the launch of its own operation in Uruguay.

The GroupM agency has recruited former Mindshare and OMD leader Martín Núñez to become managing director of MediaCom Uruguay, which includes GSK, Mapa Virulana, Sony+Vision and Monsanto as clients.

MediaCom previously worked with a locally-based partner company but decided that now is “the correct moment” to set up its own structure.

Fernando Silva, chief executive of MediaCom LatAm, said: “The growth that MediaCom is having in LatAm required that we have our own office in Uruguay. After the departure of our previous partners due to their retirement, it was the correct moment to open up and we are delighted to count on Martin Núñez to lead our new operation.

“The integration of this office to the GroupM structure, with the leadership of Mariana Piriz, assures us a better service for our clients. All of the MediaCom regional team will be supporting this thrilling challenge.”

Núñez added: “In MediaCom we believe that everything is connected. A media agency needs to think and operate with a completely new method, which is why today we can’t call ourselves a simple media agency. Instead, we identify more with [being a] ‘Content and Connections’ agency.”

M&M Global spoke to MediaCom’s LatAm boss Silva at last month’s Cannes Lions festival, where he told us that the region is catching up with mature markets in the adoption of technology and digital media.

Watch the full interview below: