Welcome to the automated Brand Tracker diaries.
Mauricio Alfaro: ‘I find it valuable that smaller markets start to gain more visibility’
Goal: To create culturally relevant and conversation-starting ideas.
Claim: Understanding local culture and humor.
Media: Traditional and experiential media
Summary: Mauricio Alfaro, the CEO of Garabato Creative Agency, highlighted the agency’s top campaigns, such as 'Stay Unhidden', which addresses current tensions and shows sensitivity; 'BK Lomiteros', which connects Burger King with Paraguayan culture; 'Pizza Table Collection', which transforms communication into an experience; and 'SENATUR Porcentajes', which enhances Paraguay's image. Alfaro emphasized the importance of creativity that resonates locally while aspiring for a regional impact.
In September, the edition of Planetaria Festival by Superhumans
Goal: To create a narrative platform that connects culture, scientific research, business, and society.
Claim: Creating culturally relevant platforms across community engagement.
Media: Digital content, original productions, cultural events
Summary: The third edition of the Planetaria Festival, organized by Superhumans, will take place on September 26 and 27 in Bologna. The festival focuses on urban transformations redefining living and planning for the future, directed by artistic leader Stefano Accorsi and scientific director Giulio Boccaletti. The project aims to combine strategy, creativity, and editorial curation to build platforms that draw attention through cultural relevance and enable brands to engage with communities meaningfully.
Gabriel Barletta: ‘The brands that transcend are those that participate meaningfully, not those that interrupt’
Goal: To create culturally relevant advertising that connects with consumers
Media: Billboards
Summary: Gabriel Barletta, CEO of Star5 Creative, highlighted the importance of culturally relevant advertising in a saturated market. The agency's work, including the Nescafé Decaf Billboards, emphasizes simple, well-thought-out creative ideas that resonate with local contexts and have been recognized in major creative festivals. The article discusses the challenges of maintaining relevance in advertising and the need for brands to understand their audiences deeply, especially during high-exposure cultural moments like the World Cup.
Federico Russi and Samantha Hernández: ‘What distinguishes a brand is not how much noise it makes, but how impossible it is to ignore’
Goal: Demonstrate cultural relevance and innovation through creative advertising
Claim: What distinguishes a brand is not how much noise it makes, but how impossible it is to ignore
Media: Film festivals, advertising festivals
Summary: Federico Rusi and Samantha Hernández from Gut México discussed the agency's standout campaigns in 2025, including 'My Gut Friend,' 'Certified by the Sun' for Corona, and 'Add your logo' for NotCo, highlighting the importance of timelessness in branding amidst the challenges of creating memorable content in a rapidly evolving advertising landscape.