High-impact creativity

-What’s your assessment of La América Argentina in 2024 and in these first months of 2025?

-We hope the macroeconomic situation finishes settling down and that the main consumption and activity indicators begin to rebound. That said, Argentina has us used to uncertainty, complex scenarios, and projections that need constant adjustment. We prefer to focus our energy and resources on the specific needs of our clients, our people, continuing to work on positioning the brands we work with, and adding value to contribute to their businesses.

So, the year started full of challenges, but we also see opportunities — both in the use of new technologies and in the space that opens up in an environment where brand competition is no longer linear, allowing an agency like ours — one that works strongly on diagnosing business problems, detecting opportunities, and creating original solutions to real problems — to thrive.

-What are the most important topics advertisers and brands should consider today if they want to reach their consumers?

-The main challenge for brands today is to be relevant. In a world saturated with content, data, and information, the biggest challenge is getting noticed and chosen. It’s about not getting lost in the data and having an opinion about what those data points really mean. An opinion that lets you touch that nerve in the consumer that makes them choose your product over the competition’s. Agencies have the opportunity to build stories that give meaning to brands in people’s everyday realities. For me, that’s the most important thing: meaning. And often, in my opinion, brands and corporations can’t find it and only focus on commercial ambition, which means nothing to people. Of course, you need to sell — that’s why we’re here — but it should be through a “how” that’s better for everyone.

-How do you define La América today?

-Fundamentally, we do brand strategy and high-impact creativity to accelerate business results. For that, we’ve built a highly diverse team of people who want to come to work every morning with excitement. We find in strategic thinking, ideas, technology, design, and communication an excuse to make that happen. We are guided by being an independent agency that makes its own decisions, by respect for all the people we interact with and their intellect, by hard work to achieve results, and by honesty in everything we do and in all the relationships we establish.

-What are your clients asking from you?

-Commitment and business understanding: we dedicate many hours and effort to learning about our clients, their culture, their business, their value chain, and how people interact with their brands and products. We ask a lot of questions, which allows for good conversations and leads to serious, in-depth diagnoses. They ask us to help them develop brand strategies that are relevant, consistent, and allow them to better navigate a reality that seems to be constantly changing. And, of course, they ask us for good ideas — the kind that engage people and solve real business problems, not just award-show cases. They also want agility and efficiency in the creation and production of content, as well as leveraging new technologies and the resources offered by AI, which we are constantly experimenting with and learning from.

-At the start of 2025, you launched “Chapas Rockeras,” produced by Rebolucion for Cerveza Quilmes, for the Quilmes Rock 2025 Festival. What can you share about the development of this idea?

-Quilmes Rock is iconic, and communicating it is always a challenge. Making it feel fresh and able to connect with younger audiences without betraying its essence or heritage was a particular challenge this time, along with the commercial need to drive sales volume through a typical bottle-cap promotion without losing the vibe that a festival like Quilmes Rock needs to have. That’s why choosing Joaquín Levinton to participate and creating a unique version of the classic “Quieren Rock” by Intoxicados was such a good call, generating a musical moment that added a lot of value to the commercial.