Over 150 marketing professionals from across Latin America met with members of the WFA in Buenos Aires, Argentina
Following a two-day conference in Buenos Aires, WFA CEO Stephan Loerke outlined five key takeaways that will shape the organization’s regional agenda for the coming year. The conference, hosted by the Argentinian Advertiser Association (CAA), brought together over 150 marketing professionals from across Latin America.
“If there is a silver lining to the sessions’s agenda – developed in conjunction with our hosts, the Argentinian Advertiser Association (CAA), and our Regional VP, Philip Perez – and my conversations with industry in Buenos Aires, it is that advertisers’ priorities and concerns in the region are more aligned than ever with our global agenda,” Loerke noted in an article published on the WFA website.
Creative Hotspots Are Shifting
Loerke emphasized that the global creative landscape is evolving, with cities like Buenos Aires emerging as major players. He highlighted the success of agencies like GUT, which was named Agency of the Year by Cannes Lions in 2023. This shift underscores the importance of seeking creative inspiration from diverse locations beyond traditional hubs like New York and London.
AI Can Supercharge Creativity, but Ethical Guardrails Are Needed
While AI offers significant opportunities to enhance creativity, Loerke stressed the importance of ethical considerations. He noted that 77% of conference attendees expressed excitement about the potential of Gen AI, but also emphasized the need for responsible use of these tools. WFA has published guidance on contracts to help brands manage the risks associated with AI adoption.
Retail Media is the Next Big Wave
Retail media is poised to become a major growth area in Latin America, with predicted investments reaching $5.5 billion USD by 2028. However, transparency and accountability remain key challenges. WFA has formed a Retail Media Task Force to address these issues and provide guidance to members.
Audience Measurement Remains Critical
As media consumption becomes more fragmented, accurate audience measurement is essential for marketers. WFA’s Halo initiative and local pilots like Origin and Aquila are designed to provide cross-media measurement solutions that can help brands make data-driven decisions.
Collaboration Between Marketing and Policy is Increasing
Loerke highlighted the growing importance of collaboration between marketing and public affairs functions in Latin America. He noted that 32% of public affairs professionals in the region reported a significant increase in collaboration over the past five years. However, there is still room for improvement, with many teams recognizing the need for enhanced collaboration.
Overall, the conference provided valuable insights into the key trends and challenges facing marketers in Latin America. WFA’s regional agenda will focus on addressing these issues and supporting members in navigating the evolving marketing landscape.
Stephan Loerke de WFA: Anunciantes latinoamericanos comparten nuestras agenda global
