Terra (Spain)

Terra is the internet portal owned by Spanish telecoms giant Telefonica. It is the dominant web portal in Spain and most of Latin America. During the internet boom of the late 1990s Terra was spun out as a separate company, and mounted an ambitious but ultimately ill-fated takeover of US search engine Lycos. Merged entity Terra Lycos set out to be the world's most visited online destination, but persistently lagged far behind AOL and Yahoo in more lucrative English-speaking markets. From 2001 onwards the business suffered from the triple whammy of a weak internet sector, economic turmoil in its key region of South America, and the termination of a lucrative strategic alliance with Bertelsmann. In 2004 Telefonica sold the Lycos brand in all markets except Europe, and merged Terra back into its existing fixed line businesses. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

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The Adbrands Company Profile of Terra summarises the company's history and current operations and also contains the following brand links:

Terra website

Terra	Invertia
Lycos Europe	Rumbo

Telefonica SA

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