Patricio Lopardo Chatruc, Commercial Director and Javier Tailhade, Account Director of Relevant.-
The recent proposal of Decree of Necessity and Urgency (DNU), which brings with it many questions and a significant change in the rules of the game, could have positive impacts on the competitiveness of the agencies. marketing in Argentina.
Before the implementation of the DNU, many local companies did not have the need to invest in marketing, since international competition was limited due to high taxes that discouraged foreign companies. With the repeal of these laws, it is expected that international companies will find it more accessible to enter the Argentine market, thus generating more intense competition.
This transformation in the business landscape raises questions about how marketing agencies will be able to take advantage of this change. Free competition will not only focus on prices and offers, but companies in Argentina must develop marketing strategies. marketing solid ones that tell stories and authentically connect with their audiences.
The change in the rules of the game means that companies will not only compete on price, but on the ability to tell stories and connect emotionally with their audience. Here lies the real opportunity for marketing agencies.
According to a study by the Argentine Chamber of Marketing Agencies (CAAM), the demand for marketing services in Argentina is expected to increase by 15% in the coming years. This increase is attributed to factors such as increased international competition, the digitalization of the economy and the change in consumer consumption habits.
This change in market dynamics could especially benefit marketing agencies, as local businesses will be forced to develop strong strategies to stand out in a more competitive environment.
In addition, large companies will look for agencies with proven track records and strong teams prepared to respond to this demand in this new competitive context.
These changes could boost demand for marketing services in Argentina, providing opportunities for agencies, as long as they can adapt to the new rules of the game that emphasize the need for stronger marketing strategies and connected with the audience. Medium-sized agencies will be able to compete in the amount of services provided as large agencies do, but by providing more personalized and direct attention to clients, and in this way they will be able to compete against these industry tanks both in creativity and ideas. On the other hand, smaller agencies will be able to specialize both by market niche and by the service they provide. Specialization will be the key to differentiating ourselves from large and medium-sized companies.
Main Benefits for Marketing Agencies:
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Increase in demand for services: Companies, when faced with greater international competition, will increase their investments in marketing, generating business opportunities for agencies.
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Opportunities for midsize agencies: As demand for marketing services grows, midsize agencies could take advantage of these opportunities to compete with their larger counterparts.
Challenges for Marketing Agencies:
Despite the benefits, implementing regulatory changes also raises important considerations for marketing agencies:
In summary, although we recognize the growth opportunities offered by regulatory change in Argentina, it is essential that agencies are attentive and prepare to face the challenges inherent to this new business scenario.
Source: Ambito
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