Del Campo Saachi & Saachi

Today we met with an advertising agency in Argentina. In fact, it was Del Campo Saachi & Saachi, the 2^nd best branding agency in Argentina. They also have over 130 offices in 70 countries, with headquarters in London and New York. During the presentation given to us by Gloriana Lopez Lat, we learned about the culture of Argentina, the process of creating advertisements, and the business side of marketing in a changing economy. Argentines are very big spenders, and not generally into saving. Because of this, marketing targets immediate spending rather thinking ahead for something you will eventually need. However, the exception to this is air conditioning. In a case study which we were shown, a humorous advertisement made by Del Campo called “Dads in Briefs” for BGH aired 2 months before summer began so people would buy units earlier, since the year before everyone purchased them at the same time and not enough people were available to install them. The agency also made a point of showing that everything created for ads is completely real. From the Andes Telecommuter which could be placed in bars to simulate environments which would sound preferable as background noise when on the phone with a parent or significant other, to an ad in which a child dragged his older brothers clothes around in the mud to prevent getting hand-me-downs, each advertisement needed to be real in order to get the full effect. The clothes were actually washed after being dragged around, and came out completely clean to show the actual effects of the product. This surprised our group, as we believed that the ads we see on TV must have been staged.

When I asked about costs and profits for each, they said the cost was covered by their clients and they only charge a fee on top of the cost to create the ad. So the agency itself is making a lot less money than I had believed. Everybody liked the agency, and the ads were all very funny and creative. That is why Del Campo is one of the best branding agencies in Argentina, and have found so much success in generating social media attention for their clients.