President Pena Nieto Taps Former Banamex Spokesman Carreno for Image Makeover Eric Martin and Brendan Case - Bloomberg
go to original May 1, 2015

Enrique Peña Nieto graced TIME magazine's cover last year. (TIME)

Mexican President Enrique Pena Nieto is tapping the former spokesman of Citigroup Inc.’s local Banamex unit to revive the image of a nation and government rocked by scandal over the past half year.

Paulo Carreno, 44, joins the administration Friday, overseeing a country branding strategy designed to promote Mexico assets that the administration sees as underappreciated abroad, such as its cuisines and eco-tourism destinations. The job includes attracting foreign investment to Latin America’s second-largest economy and overseeing international press relations, said Eduardo Sanchez, Pena Nieto’s spokesman.

The appointment comes after seven months in which Pena Nieto has been dogged by protests over the apparent mass murder of a group of college students and alleged conflicts of interest involving homes that Pena Nieto, his wife and his finance minister bought from government contractors. The scandals have raised concern about security and the rule of law ahead of lower-house elections scheduled for June 7.

...Carreno is no stranger to the hot seat. From 2007 until January, Carreno headed external communications for Banamex, Mexico’s second-biggest lender by outstanding loans. His last year on the job was dominated by managing the public fallout after Banamex alleged a $400 million loan fraud by oil-services provider Oceanografia SA. The bank’s internal investigation led to the dismissal of at least a dozen people.

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