Since 2022 the media campaigns being produced in Latin America have been world-leading from the delivery of outstanding results and excellent media planning and buying to helping make the world a better and creative ideas.
It’s made the judging extremely hard for our juries over the last few years and set some high benchmarks for the industry in the region.
It’s also been really interesting to see a lot of the work from our LatAm programme doing well in our global iteration of Festival of Media and winning acclaim and accolades, which again is further proof of the strength of Latin American media work.
What’s been interesting over the last fest year has been the rise of GUT. Three years ago the agency started a journey with Festival of Media LatAm and has won an impressive haul of gold trophies as well as Grand Prix’s for Campaign of the Year and Agency of the Year, with the latter seeing it hold off the power of the holding companies.
In terms of holdcos the last three years has seen the dominance of Initiative, who has been curating some ground breaking work for clients including Unilever, Lego and Amazon. For Unilever the work for Dove has also helped make the world a better place.
On the subject of purpose and changing societal perceptions for the greater good PHD Costa Rica has provided outstanding work that has helped shine a spotlight on the country’s hearing impaired community and changed the face of accessible advertising, while it’s also forced the Government to change the law when it comes to abolishing luxury taxes on menstrual products. So much so that it plans to do this across the whole region.
Both GUT and PHD Costa Rica have also made the top ten of WARC’s 100 Rankings, which again shows the strength of the region. Their wins in our programme have contributed to this ranking as our accolades result in WARC points.
Another agency producing amazing work, which is delivering great results and having a positive impact on society, has been EssenceMediacom Mexico for a variety of exciting clients with its Native Podcasters campaign for Corona still being talked about nearly three years after it was implemented.
Talking of the region there has been a clear dominance of impactful work from Brazil, Mexico, Costa Rica, Argentina and Columbia.
What will 2025 bring and can Initiative, GUT, PHD and EssenceMediacom assert their dominance once again? Or will there be new contenders on the block?
