Argentina a creative country - Martin Meister
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Argentina a creative country - Martin Meister

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Argentina is one of the leading madia markets in Latin America, with a strong development of its communication media, mainly because of their historical policy to favor access to cultural assets and ...

Argentina is one of the leading madia markets in Latin America, with a strong development of its communication media, mainly because of their historical policy to favor access to cultural assets and services and the extent of the educational system (OSF, 2012). Despite the new emerging digital media platforms, conventional broadcasting and written paper still dominates the news, information and entertainment consumption.

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Argentina a creative country - Martin Meister Argentina a creative country - Martin Meister Document Transcript

  • Marketing Communication 1 Argentina, a creative country Country ReportArgentina a creative nation Martin MeisterMarketing Communication August, 2012
  • Marketing Communication 2 Argentina, a creative countryDescription of ArgentinaArgentina is the second largest country in South America behind Brazil, and the thirdeconomy of all Latin American nations reaching a GDP (ppp) per capita of almost 15,000dollars (Index Mundi, 2011). The country covers a territory of almost 2.8 million squaremeters from a sub-tropical climate by the north to the sub-Antarctic on the south, passingthrough all the varieties of landscapes and weathers. Its terrain includes the great Andesmountain range, swamps, the plains of the Pampas and a long coastline on the AtlanticOcean.Has a population of 42 million, 92% living in urban areas highly concentrated in theFederal Capital Buenos Aires with almost the 20% of the households. Most of theArgentinian are from a European origin (97%) being the 61% white Caucasian. The officiallanguage in Spanish and the most widespread religion is the catholic (Index Mundi, 2011).The country is rich in natural resources, an export oriented agricultural economy with adiversified industrial base, self-sufficient in foodstuffs, power and oil (Startup Overseas,2010), with a well-educated workforce, being the 23th largest economy of the world (IndexMundi, 2011). However a deep recession foreshadowed economic collapse in 2001 leavingmore than the half of the population under the poverty line. The country struggled withrecord debt default and large currency devaluation. (BBC News, 2012).By 2003 the recovery was under way, restructured their massive debt, the economyrebounded to grow more than 8.5% annually, taking advantage of their idle industrial andlabor capacity, audacious debt restructuring, excellent international financial conditions andexpansionary monetary fiscal policies (Index Mundi, 2011). Although this great success,poverty remains significant and unemployment high, many Argentines still await thebenefits of the economic upturn (BBC News, 2012).In the international field, Argentina is considered one of the best points of entry toMercosur, the regional common market composed of Argentina, Brazil, Paraguay,Uruguay, Chile, Bolivia y Peru, giving access to a market of 226 million people,representing the 40% of all Latin America GDP (Startup Overseas, 2010).As mentioned, most Argentines are primarily European descent, making them differentfrom other Latin American countries especially concerning to the cultural and emotionalbehavior. However, they are still a Latin country with extended families still havingprominence. The heads of powerful families command widespread respect, but with thiscomes the responsibility to care for others and to maintain personal and family honor.Argentinian people are open, warm and direct, and able to remain tactful and diplomatic.Their extrovert character makes them act with passion and sentimentality. In addition they
  • Marketing Communication 3 Argentina, a creative countryare good communicators and like to have large conversations and maintain little physicaldistance between speakers (Startup Overseas, 2010).Argentinian major communication mediasArgentina is one of the leading madia markets in Latin America, with a strong developmentof its communication media, mainly because of their historical policy to favor access tocultural assets and services and the extent of the educational system (OSF, 2012). Despitethe new emerging digital media platforms, conventional broadcasting and written paper stilldominates the news, information and entertainment consumption.The country has more than 150 daily newspapers, a huge amount of radio stations, dozensof TV stations and one of the highest penetrations of pay-tv in the world, which could bepractically considered as the 100% of all the households with TV sets. In the digital arena,by the end of 2011 Argentina had 28 million internet users, reaching almost the 70% of thepopulation, being the second country in the continent behind Brazil in number of surfers(BBC News, 2012).Entering in the platforms, the leading morning newspapers are concentrated in BuenosAires, with a national coverage and largely dominated by two brands: Clarín y La Nación,considered the best-selling national dailies by far. Even though the newspaper market hasremained stable the last years, it has been affected by digitalization, losing circulation.According to the Open Society Media Program (OSF, 2012), the daily Clarín has loss 19%from 2008 to 2010.Despite the advance of the new digital medias, TV continues to be the medium ofreference, having the most important place as source of news in the country. As it wasmentioned, Argentina has a high penetration of pay-tv providing access to a wide range ofchannels, including foreign ones. However, the major consumption of TV is the free-to-airchannels that are distributed by the pay-tv companies.The third media in importance as source of information are the radio stations, which attractthe 48% of consumers, especially old age groups (OSF, 2012). According to theArgentinian Federal Broadcast Committee, in 2008 there were almost 2.000 private stationsregistered, of which 24% were commercial ones.If we look at the share advertising spend by medium (AAP, 2012), in 2011 the 40% of allthe investment was used in the TV medias, with 34% for free-to-air channels and the restfor pay-tv. If we compare this distribution with the US usage (MPA, 2012) we see that the51% is destined to TV, the difference is that the investment in pay-tv rises up to 17%percent in the US. The second medias are the written ones with the 35%, led by far by
  • Marketing Communication 4 Argentina, a creative countrynewspapers with the 31% percent. Again, we see some differences with the US, wheremagazines have a higher weight with more than 18% of participation. Newspapers haveonly 13%.Very far from these two medias are radios and outdoor with the 3% and 5% respectively.Finally the digital platforms have a market share of 6% and the greatest growth the last year(2011). In the US Internet has a higher share, more than 9%.In 2011 for the first time in the history of Argentina, the total investment in medias reachedthe 1% of the GDP , but far from the US market that spend more than the double (Galbi,2008). Traditional medias like TV and written have decreased in share the last 5 years from79% to 75%, however newspaper remains strong with the same 31%. The emerginginternet platforms have shown the greatest increase, capturing the 6% of the market (AAP,2012).Some communication campaignsArgentina is considered one of the most creative countries in the world in termscommunication. According to the English Gunn Report, that awards the creative excellencein advertising, the country has kept the third global place in 2008 and 2009, reaching the4th place the last year 2011, behind US, UK and Brazil (Gunn, 2012). In the “creativeefficiency” area are number one in the world, which links the advertising quality and thenecessary investment to carry it out. For example, Brazil that is number 3 signs up morethan 10 times advertising pieces than Argentina in Cannes (Campanario, 2012).An example of this global creativity was the release of the 200 limited edition of theChevrolet´s Agile car that emerged from the alliance between General Motors and Google.The agreement of co-marketing with the aim of launching in 2011 a limited edition of thebrand with Wi-Fi and access to the entire suite of Google applications. The connectivitywas going to be provided by the company Movistar via a 3G Router with wireless Internetservice free for one year. This allowed the clients and their guests access the Internet withany Wi-Fi device from the vehicle or nearby (Go Auto, 2011).In 2010 the brand sold more than 12.000 units, the next challenge was to create a newcampaign that could give the model a more exceptional character and continue building itsemotional attributes, keys for the target market, transmitting youth, modernity, prestige andinnovation. To find the clues of the campaign they saw the young people, what do theyneed in this days? The answer was to be connected all the time! That was the beginning ofthe message: “Yes, a car with Wi-Fi”
  • Marketing Communication 5 Argentina, a creative countryAnd how did they tell it? They figured a trip in the car sharing the adventure with a friendand a great music theme. The point was that the friend was connected with the Wi-Fi andvisible through a notebook. It was a brilliant way to get the awareness of people, mergingthe attributes of the brand with a sophisticated humor (Effie Awards, 2011).They produced two videos, as seen http://www.youtube.com/watch?v=O1MD8An3i4Y andhttp://www.youtube.com/watch?v=z0_8ZfGmWqw&feature=related.For the communication campaign they included multiple points of contact with customerslike Television and YouTube showing the commercials, a stand in the vocational resortPinamar, newspapers showing some technical approaches and playing with the public’ssurprise and radio simulating a call center answering silly questions about the car and theWi-Fi service. They traveled all the country showing the car and dressed the dealers withthe brand and Google.The results was more than they expected; the limited edition was sold in less than a month,the 68% of the people asked told that the spot added prestige to the brand, the innovation,vehicle prestige, youth and happiness transmitted from the model in some cases doubled thedetected before the campaign (Effie Awards, 2011).
  • Marketing Communication 6 Argentina, a creative countryAnother interesting campaign was developed by BBDO Argentina for the car Smart andused tweets as animation frames to show in their Twitter page a cute smart car travellingthrough the city as people watched it in a bustling street. The car passed many other onesand lots of building before parking in a small place. Each frame of animation was made outof the 140 characters permitted on Twitter.The principal idea was to transmit that the car Smart fits in everywhere, even in 140characters. The final message was: “Smart, a great idea for the city. Open your mind”. Purecreativity! You can see the video here: http://www.youtube.com/watch?v=q-Ftn2qsIQQ
  • Marketing Communication 7 Argentina, a creative country ReferencesAAP (2012). Informe oficial de la actividad publicitaria 2011 en la Argentina. Retrieved on August 11, 2012 from http://www.aapublicidad.org.ar/wp- content/inversion_publicitaria/2011/informe_inversion_publicitaria_2011.pdfAutomotive News (2011, January 4). Scoop confirmed: GM alliance between Google and Argentina. Retrieved on August 11, 2012 from http://www.autobuzz.au.com/blog/scoop-confirmed-gm-alliance-between-google- and-argentina/BBC News (2012, May 29). Argentina country profile. Retrieved on August 11, 2012 from http://news.bbc.co.uk/2/hi/americas/country_profiles/1192478.stm#factsCampanario, S. (2012, February 22). Argentina, cuarta potencia creativa. Retrieved on August 12, 2012 from http://www.ieco.clarin.com/economia/Argentina-cuarta- potencia-creativa_0_650934960.htmlClarin (2009, December 14). Argentina sigue en el podio creativo global. Retrieved on August 12, 2012 from http://www.argentina.ar/_es/economia-y-negocios/C2857- argentina-sigue-en-el-podio-creativo-global.phpEffie Awards (2011). Ganadores. Gran Effie 2011. Retrieved on August 12, 2012 from http://www.effieargentina.com/ganadores/index.htmlGalbi (2008, September 14). US Annual Advertising Spending Since 1919. Retrieved on August 12, 2012 from http://www.galbithink.org/ad-spending.htmGo Auto (2011, January 31). Released: Agile Chevrolet Google. Go Auto Motive. Retrieved on August 11, 2012 from http://www.goautomotive.info/released-agile- chevrolet-google/Gunn (2012). The Gunn Report. Retrieved on August 12, 2012 from http://www.gunnreport.com/Index Mundi (2011). Retrieved on August 9, 2012 from http://www.indexmundi.comMcCann Argentina (2011, October 14). Chevrolet Agile WIFI. Retrieved on August 10, 2012 from http://www.youtube.com/watch?v=O1MD8An3i4YMPA (2012, July 24). Share of US advertising spend by medium. Retrieved on August 10, 2012 from http://printinthemix.com/Fastfacts/Show/589
  • Marketing Communication 8 Argentina, a creative countryNo somos nada (2011, February 18). Agile el primer auto con Wi Fi de la Argentina. Retrieved on August 12, 2012 from http://www.youtube.com/watch?v=z0_8ZfGmWqw&feature=relatedOSF (2012, February 29). Mapping Digital Media: Argentina. Open Society Foundation. Retrieved on August 11, 2012 from http://www.soros.org/sites/default/files/mapping-digital-media-argentina- 20120404.pdfSmart (2012, April 9). Smart-El primer commercial en Twitter. Retrieved on August 12, 2012 from http://www.youtube.com/watch?v=q-Ftn2qsIQQSmart Argentina (2012, April 11). Smart Argentina-The first commercial on twitter. Retrieved on August 12, 2012 from http://thisisnotadvertising.wordpress.com /2012/04/11/smart-argentina-the-first-commercial-on-twitter/Startup Overseas (2010). Expanding a business in Argentina. Retrieved on August 11, 2012 from http://www.startupoverseas.co.uk/starting-a-business-in-argentina/marketing- a-business.html