The New Force in Latin American Advertising: Mama Hungara’s Expansion in 2025
- Chiao Kai Chang
- Mar 3
- 2 min read
Argentina has always held a significant position in Latin America's creative industry, boasting a wealth of creative talent and an innovative spirit. In recent years, Argentina's creative sector has shown robust growth and a trend towards internationalization, with Mama Hungara emerging as a prime example.
Founded in 2015, Mama Hungara is redefining the landscape of creative production in Latin America. The company entered the Mexican market at the end of 2024 and, in just one year, completed several high-profile projects, collaborating with renowned brands such as MercadoPago, AB InBev, Exeed, and Cerveza Victoria, showcasing impressive execution and creative capabilities.
Cross-Cultural Perspective with a Focus on Local Markets
Mama Hungara excels at blending international perspectives with local culture, aligning with the trend of internationalization in Argentina's creative industry. For instance, the “Recuérdame Viviendo” ad for Cerveza Victoria, created for the Day of the Dead, perfectly captured the festive spirit and demonstrated a profound understanding of Mexican culture.
Diverse Team and Emerging Talent
The company’s diverse team structure reflects the talent advantage of Argentina’s creative industry:
Founders: Juan Saravia and Felipe Yaryura, both with backgrounds in film studies.
CEO: Lisandro Ramos, who has an economics background.
Managing Director of the Mexican Branch: Tomas Gomez del Fresno.
Mama Hungara also emphasizes nurturing local talent. For example, the company has signed emerging Mexican directors Fernando Cattori and Gina Velasco. Cattori, a graduate of Universidad Iberoamericana who also studied at Yale University and the New York Film Academy, is known for capturing urban aesthetics. Velasco, on the other hand, is distinguished for her aesthetic realism and modern narrative style, having created advertisements for several global brands.
This diverse team structure differentiates Mama Hungara from traditional advertising agencies, bringing new possibilities to creativity. The company promotes a collaborative culture and open communication, encouraging team members to express their ideas freely, which resonates with the innovation-focused nature of Argentina’s creative industry.
Feature-Length Content Production: Aligning with Market Trends
With the rise of feature-length content in the Latin American market, Mama Hungara has demonstrated its strengths in this area as well. The company’s long-form content has achieved high viewership and engagement rates on social media platforms, reflecting its sharp grasp of market trends.
International Recognition and Multiple Awards
Mama Hungara’s works have received international accolades, continuing Argentina's impressive performance on the global creative stage:
The music video for "Nadie" by Sin Bandera was nominated for the Best Music Video award at the 2022 Latin Grammy Awards.
Several works have won awards at prestigious international festivals, including the Cannes Lions International Festival of Creativity and the Clio Awards.
Mama Hungara’s growth trajectory not only reflects the company’s own progress but also showcases the overall strength and internationalization of Argentina’s creative industry. As the company expands its footprint to Los Angeles and Colombia, its influence is likely to grow further, earning greater recognition for Argentina's creative sector on the global stage.
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