If I were a CMO, I’d look to be close to talent and ideas.

What are the agency's expectations for 2026? Where will your main focus be?

Our expectations are for growth, but above all, to grow without losing substance. The focus is on maintaining the quality of work we’ve been doing and increasing the agency’s real impact. That implies deepening opportunities with current clients, better articulating our value proposition to new ones, accelerating the development of our Mexico office, and continuing to open Latin American markets we started exploring in Q4 2025. We also see growth in El Buró, our production and design hub, which is now producing more and better through the smart use of AI tools. And, above all, we want to generate more development opportunities for the people who make up La América. We owe these twenty years of a beautiful existence to them.

What impact do you think mega-mergers will have on the industry this year?

I believe concentration is never good. The logic of large financial groups isn't aimed at doing better work or developing the industry, but at optimizing financial results, often at the expense of the quality of ideas and the quality of life of those who make them. That said, I also believe smart clients find fewer real alternatives within those groups today. If I were a CMO, I’d look to be close to talent and innovation, prioritize ideas prevailing over bullshit, and surround myself with people capable of thinking about my business first, not their own. In that context, independent agencies have a very clear opportunity.

How do you assess the socioeconomic context of the country and its impact on the advertising industry?

Today we work in two very different socioeconomic contexts: Argentina and Mexico. Governments of opposing ideologies, different economic principles, and sharply contrasting macro realities. In Argentina, I hope people recover purchasing power; if that happens, consumption should reactivate, and the industry along with it. In Mexico, 2025 was a peculiar year: the issue of tariffs put many companies on alert. I hope that scenario clears up and the investment and development process the country had been showing consolidates. Either way, after 20 years of agency life, I prefer to leave the fine-grain analysis to the analysts. We will find a way to keep doing good work, even in uncertain contexts.

The acceleration of AI is now indisputable. In this framework, human authenticity appears as a superpower or key differential factor. How do you foresee the collaboration between AI and the human factor evolving?

I’m convinced AI is opening up more possibilities for us: it helps us know more, process information better and faster, and produce more ideas by reducing costs. AI can learn, replicate, and generate almost infinite versions. It can process millions of data points in real time. But believing that more data guarantees more truth, that more research produces better ideas, or that more performance ensures more growth is a promise that can become a trap: wearing down teams, eroding relationships, and distancing us from what really matters—building bonds that turn into loyalty. For me, the path isn't falling for the fantasy of omnipotent marketing, but protecting what is fragile: imperfect creativity, people's trust, and honest conversation with consumers who don't want to be targets, they want to be people. Marketing that can make a difference today isn't the kind that promises to do it all, but the kind that knows when to slow down to listen, when to doubt, and when to bet on the human over the machine.

At this time of year, various trend reports usually appear, ranging from the rise of short-termism to the search for real connections and re-humanization. What do you consider the main trends to look out for?

More than talking about multiple trends, there’s one idea I find key: brand “lore.” The concept of lore—fundamental in video games and seemingly forgotten in advertising—is the backstory, the mythology, that which sustains a story even when no one is telling it. In video games, lore appears in a rusty sword by the roadside, a hidden mural, a dialogue that leads to no mission. It’s what makes that world feel alive. In advertising, however, the linear, the measurable, the optimizable is increasingly prioritized. But without lore, there is no depth, no world, no reason to stay. Brands also need mythologies, secrets, contradictions. That fragile tissue that makes them habitable, human, and imperfect. Because what lacks lore, sooner or later, feels empty. And human beings, today more than ever, are looking to fill our existence with meaning.