The effectiveness of the message achieved through creativity

In Argentina, there's no beginning of the year where projections aren't filled with uncertainty, budget cuts, and complexity. Therefore, our response is quite similar to the one at the start of last year. If we consider inflation as a given, it becomes just another variable in our daily lives (which obviously complicates things), but it forces us to focus our strategy on the specific needs of our clients and also on the concerns of our people, who are the ones that make up the agency.

Despite reductions in consumption, brands continue to work on their positioning and on maintaining market share, and that's where the agency can influence and add its value by helping and supporting them in sustaining their businesses. Regarding talent, our goal and part of La América's philosophy is to come to work each morning with enthusiasm. To achieve that, we must do everything within our power to ensure that the people who are part of the agency feel secure and happy to belong.

That being said, part of our bet for 2024 involves the realization of our expansion to Mexico, with the aim of deepening the work we've been doing in the region since the agency was named La América.

Today, Mexico offers many opportunities to work with depth and commitment, as we like to do at La América. It's a country that's in the global spotlight for its cultural heritage, investment opportunities, strategic geographic location, presence of top global industries, and growth projections. But above all, it's experiencing a moment of change and social redefinition that's incredibly interesting. Without a doubt, La América wants to be a part of this and contribute its grain of sand to the construction of this new era in Mexico.

Creativity versus Data, or Creativity with Data?

I think this debate raises questions like, "Is creativity a differential today?" or "Are data a differential for an agency?" Unlike in the past, advertising and brands now compete against all forms of content and entertainment that exist. This makes reaching audiences increasingly difficult and requires greater effort. Is creativity the only answer? Or is it data?

The agency has a work methodology that resembles consultancy and delves deeply into our clients' business and data, rather than just throwing ideas around.

The way we see creativity at La América, data, technology, and AI are different tools that allow us to reach the consumer with greater precision according to their aspirations. These tools also help us dive into the history of brands and the cultural context to better understand what we're going to do, what problem or challenge each project involves. But if after that, we don't find a new, creative, and original way to bring the brand closer to people, then those tools were useless.