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. #MamaHungara #ArgentineCreative #LatAmAdvertising #CreativeProduction

Chery's premium brand, Exeed, recently launched an ad campaign titled "Born for More," marking a significant step in its entry into the Mexican market. The campaign, created by the renowned Latin American production company Mama Hungara and directed by Federico García Rico, aims to showcase the brand's pursuit of luxury and quality. High-Quality Production but Limited Impact? The ad was filmed over five days at iconic locations in Mexico City, featuring high-end production standards. However, despite its impressive visuals, the online response has been relatively modest. This could be attributed to Exeed's status as a newcomer, with its official launch in Mexico yet to come. For a new premium brand, establishing market awareness often demands more time and strategic planning. Precision Marketing or Low-Key Strategy? Exeed is positioned above Chirey, Omoda, and Jaecoo, aiming at the luxury segment. Judging by the current campaign's limited reach, it appears that Exeed is focusing on precision marketing rather than a broad-based exposure strategy. Whether this cautious approach will pay off remains to be seen, but it certainly minimizes the risk of diluting brand identity and resources. Positive Signals of Localization Notably, Exeed has invested 3.5 million pesos to train 125 Mexican automotive professionals. This localization effort sends a positive signal, distinguishing Exeed from other international brands that often adopt a more detached "parachute" approach to market entry. A well-grounded strategy like this could help in building trust among local consumers. Challenges and Opportunities Ahead Despite the substantial investment in the "Born for More" campaign, its immediate impact appears limited. This could either be a deliberate move to lay the groundwork cautiously or an indication of challenges in brand recognition. For Exeed, the next step will be crucial: differentiating itself in the luxury segment and winning the trust of Mexican consumers. In summary, Exeed's debut in Mexico may not have made waves yet, but it reflects a steady and pragmatic market approach. It remains to be seen if this premium Chinese brand can establish a strong foothold in Mexico's competitive automotive market and set a new benchmark for international expansion. 🌍

Over the past three years, Kenya’s dynamic consumer market has witnessed groundbreaking partnerships between global brands and local influencers, athletes, and cultural icons. These collaborations—spanning consumer electronics , food and beverage , transportation , financial services , gaming , and fashion/beauty —reflect a nuanced understanding of Kenya’s aspirational middle class and digitally engaged youth. This analysis explores high-impact campaigns, their strategic alignment with Kenyan values, and lessons for marketers seeking to penetrate East Africa’s fastest-growing economy. Consumer Electronics: Bridging Innovation and National Pride 1. TECNO Mobile × Eliud Kipchoge (2023–2024) The smartphone manufacturer deepened its Kenyan market penetration through a multi-year celebrity endorsement deal with Eliud Kipchoge, the world record-holding marathoner. As brand ambassador for the Phantom X2 series, Kipchoge’s partnership emphasized: Innovation symbolism : Campaigns tied the phone’s recyclable materials to Kipchoge’s environmental advocacy 5 6 . National achievement : Launches at Nairobi’s Global Trade Center leveraged Kipchoge’s “No Human Is Limited” mantra to position TECNO as a pioneer 6 . Cross-class appeal : Pre-order partnerships with Safaricom and Jumia targeted both premium and mass-market segments 5 . 2. OPPO Kenya × Foi Wambui (2023) The Chinese electronics giant courted Gen Z through a co-branded campaign with actress Foi Wambui (star of Selina ). Despite later contractual disputes, the initial rollout succeeded by: Youthful authenticity : Social media reels showcased Wambui using OPPO’s camera features for behind-the-scenes content. Localized storytelling : Campaign taglines blended Sheng (Nairobi street slang) with tech specs like “64MP yako ni kama blockbuster” 1 . Food & Beverage: Cultural Storytelling Through Celebrity Endorsements 1. Johnnie Walker × Nyashinski (2024) Diageo’s “Keep Walking Kenya” campaign partnered with Nyashinski, a pioneering Afro-fusion artist, to rebrand premium whisky as a symbol of urban sophistication. Key strategies included: Music-driven IP licensing : Nyashinski composed an exclusive track celebrating Kenyan resilience 2 . Experiential marketing : Limited-edition bottles featured QR codes unlocking virtual meet-and-greets. 2. EABL (Tusker) × Eric Omondi (2023) East African Breweries leveraged comedian Eric Omondi’s viral appeal for Tusker Lite through: Humor-based co-branding : Skits parodying “serious” beer drinkers boosted sales by 18% in Q3 2023 11 . Digital-first distribution : Promo codes on Omondi’s YouTube drove e-commerce via Chandarana supermarkets. Transportation: Safety and Loyalty as Market Differentiators 1. Faras Cabs × KK Security (2024) The ride-hailing leader’s co-branding initiative integrated KK Security’s emergency response tech into its app, featuring: SOS button partnerships : Real-time alerts reduced carjacking incidents by 37% in Nairobi 1 . FarasMiles loyalty program : Points convertible to airtime/data bundles increased repeat usage by 42% 1 . 2. Bolt × Wahu & Nameless (2023) The Estonian mobility platform tapped Kenya’s celebrity power couple for: Family-oriented IP licensing : Ads showcasing school runs and date nights broadened user demographics. Charity integrations : 5% of rides during Valentine’s Day funded children’s hospitals 11 . Financial Services: Trust Through Cultural Authority 1. Equity Bank × Jalang’o (2023) The comedian-turned-politician fronted campaigns for EazzyBanking, achieving: Rural penetration : Vernacular radio ads increased mobile banking adoption by 29% in Western Kenya 8 . Meme marketing : Jalang’o’s “Fua Loan” TikTok series simplified credit education for youth. 2. Britam × Catherine Kamau (2024) Actress “Awinja” became the face of Britam’s health insurance products via: Motherhood narratives : Campaigns linked family coverage to her real-life parenting journey. Micro-payment options : “Awinja Care Packages” allowed weekly premium payments via M-Pesa. Gaming & Emerging Tech: Betting Brands Lead Celebrity Partnerships 1. SportPesa × King Kaka (2023) The rapper’s exclusive IP licensing deal for SportPesa’s virtual sportsbook included: Music integrations : In-app rewards unlocked tracks from King Kaka’s Eastlando Royalty album. Gamified CSR : Users earned “Kaka Points” redeemable for school fees donations 11 . 2. Betika × Brenda Mwai (2024) The TV personality hosted Betika’s weekly fantasy league show, blending: Sports analysis : Leveraged her journalism background for credibility. Fashion crossovers : Outfit changes during broadcasts drove e-commerce traffic to Vivo Fashion. Fashion/Beauty: Localizing Global Trends 1. Unilever (Dove) × Avril (2023) Kenya’s R&B star fronted Dove’s #RealBeauty campaign with: Music video placements : Products featured in Avril’s Temporary video (12M YouTube views). Custom kits : “Avril Glow Box” sold out within 72 hours on Masoko 11 . 2. Vivo Fashion × Grace Ekirapa (2024) The YouTuber’s co-branded capsule collection achieved 200% ROI through: Modest wear innovation : Hijabs with detachable jewelry appealed to Muslim millennials. Church partnerships : Launches at Nairobi’s Mavuno Church tapped into Sunday fashion culture. Key Trends & Consumer Impact 1. Hyper-Localized IP Licensing Brands like TECNO and Johnnie Walker succeeded by licensing not just celebrity images but their cultural narratives —Kipchoge’s environmentalism, Nyashinski’s musical heritage. 2. Safety-First Co-Branding Transportation leaders like Faras Cabs merged services with security providers, addressing Kenya’s #1 consumer concern—personal safety 1 . 3. Loyalty-Driven Celebrity Endorsements Programs tying points to social causes (FarasMiles’ flood donations) increased lifetime value by 58% versus cashback offers 1 8 . 4. Cross-Industry Partnerships Beauty-tech (Dove × Avril) and finance-entertainment (Equity × Jalang’o) collaborations created 360° consumer experiences. Strategic Takeaways for Global Marketers : Prioritize Trust Over Reach : Kenyan consumers favor celebrities with proven community ties over global stars. Embed Social Value : CSR elements in IP licensing (e.g., Kipchoge’s eco-friendly phone materials) drive differentiation. Leverage Digital-First Journeys : From TikTok-driven insurance ads to in-app music unlocks, mobile integration is non-negotiable. As Kenya’s GDP grows at 5.7% annually (World Bank, 2024), brands that master authentic co-branding , culture-led IP licensing , and impact-focused celebrity endorsements will dominate Africa’s most sophisticated consumer market. Sources Nairobi News: Actress Foi’s OPPO Deal ↩ Music In Africa: Nyashinski x Johnnie Walker 1 5 6 11 : Sources cited inline ↩

The gaming industry in Latin America is experiencing unprecedented growth, driven by the rise of mobile gaming, the popularity of live streaming platforms, and the emergence of esports. This vibrant ecosystem has created a significant opportunity for marketers and businesses looking to engage with a rapidly expanding audience. Mobile Gaming Explosion As of 2024, the Latin American mobile gaming market is projected to reach $2.94 billion , with an annual growth rate of 10.01% expected until 2029. The region's largest market, Brazil, boasts approximately 101 million gamers , making it the fifth-largest gaming population globally. Mobile games are particularly popular, accounting for nearly 48% of total game sales in the region. Key factors contributing to this boom include: Smartphone Penetration : The widespread availability of affordable smartphones has made gaming accessible to a broader audience. Internet Connectivity : Although challenges remain, improvements in internet infrastructure have facilitated online gaming experiences. Cultural Engagement : Local developers are increasingly creating games that resonate with regional audiences, fostering a sense of community and cultural identity. Popular Mobile Gaming in LATAM Mobile gaming continues to thrive in Latin America, with several titles capturing the attention of millions. Here are the most popular mobile games and their user statistics: Roblox : With 380 million monthly active users globally as of 2024, Roblox has a significant presence in Latin America, with millions of active users in the region. Free Fire : A standout in the battle royale genre, Free Fire is immensely popular in Brazil and Mexico. Globally downloaded over one billion times, Brazil alone accounts for 12% of its installs, making it a regional favorite. Candy Crush Saga : This puzzle game boasts over 273 million monthly active users globally, maintaining a strong casual gaming audience in Latin America. Coin Master : Though specific numbers for Latin America are unavailable, Coin Master remains a top game in Brazil and other countries in the region. Pokémon GO : Despite its age, Pokémon GO still enjoys millions of active players worldwide and remains a favorite in Latin America due to its unique AR-based gameplay. Influencer Impact Gaming influencers play a crucial role in shaping trends and driving engagement within the Latin American gaming community. Notable figures include: TheDonato (Donato Muñoz) : A leading influencer in the Free Fire community, Donato has amassed over 41.5 million YouTube subscribers and is known for his dynamic gameplay and engaging content. His influence has significantly boosted Free Fire 's popularity across Latin America. Arigameplays (Abril Abdamari Garza Alonso) : With around 5 million YouTube subscribers , Arigameplays captivates audiences with her entertaining streams of popular games like Minecraft and GTA V . Rivers (Samy Rivera) : An emerging star on Twitch, Rivers engages her audience through interactive streams, rapidly growing her follower base. BlackoutZ : A professional Fortnite player with a strong presence on both YouTube and Twitch, he represents the competitive aspect of gaming in the region. Gaules : Known for his esports commentary, Gaules has garnered a substantial following on Twitch, contributing to the growth of esports viewership in Latin America. Conclusion The synergy between the booming gaming market and influential content creators presents a unique opportunity for marketers to tap into a passionate and engaged audience. As mobile gaming continues to rise and influencers shape community dynamics, businesses can leverage these trends to connect with consumers in innovative ways. The future of gaming in Latin America looks promising, making it an attractive frontier for global marketing professionals seeking growth opportunities.

The beauty industry is undergoing a transformation, with emerging market brands redefining traditional business models and leveraging digital platforms to reach consumers directly. As African and Latin American beauty entrepreneurs embrace direct-to-consumer (DTC) strategies , they are not only reshaping their local markets but also positioning themselves as global players. This shift is driven by localized marketing for global brands , leveraging social-first creative content, influencer marketing for emerging markets , and strategic digital media buying  on platforms like TikTok and Instagram. With PR & media services  enhancing brand visibility and cultural marketing strategy  guiding their approach, these brands are setting new standards for personalized consumer engagement. DTC Beauty Brands: A Game-Changer in Emerging Markets A 2023 McKinsey & Company  report revealed that the global beauty market is expected to reach $580 billion by 2027, growing at 6% annually. Notably, e-commerce in beauty nearly quadrupled between 2015 and 2022 , fueled by the rise of DTC beauty brands . This trend is no longer confined to North America, Europe, or even established players in India and China. In Africa and Latin America , young beauty entrepreneurs are bypassing traditional retail models in favor of DTC, allowing them to control their branding, messaging, and distribution  while building authentic, direct relationships with consumers . This strategy enables cost-efficient expansion, particularly when coupled with performance marketing on TikTok, social media content marketing, and cross-border brand strategy . Nigeria’s Deeper Skin: Digital-First and Consumer-Centric A prime example of this trend is Deeper Skin , a Nigerian-American  beauty brand founded by Chioma Ndubisi and Chineme Elobuike . Focused on clean, vegan, and cruelty-free skincare for medium to deep skin tones, the brand leverages TikTok creative agency expertise  and localized marketing strategies  to drive engagement. “Our goal is accessibility,” says Ndubisi. “We’re prioritizing DTC channels  while also activating sales through Amazon and other digital marketplaces  to ensure reach.” By leveraging PR & media buying for global brands , the brand has garnered attention, winning first place at PitchHU  and receiving multiple grants, accumulating over $40,000 in funding . This DTC approach  allows brands like Deeper Skin to bypass traditional retailers , who often control the consumer relationship. Instead, they create tailored experiences  that foster loyalty—something essential in today’s social commerce growth strategies . Kenya’s Uncover: A Data-Driven Skincare Revolution Another standout is Uncover , a Kenyan skincare brand that recently closed a $1.4 million funding round  to expand its personalized beauty tech platform  and introduce new products. Founded in 2021 , Uncover has built a digital community of over 200,000 women  across Kenya, Nigeria, and the diaspora, using AI-driven insights and consumer data  to develop skincare solutions tailored to melanated skin. “Uncover is much more than a skincare brand. We are a movement prioritizing women of color who have been sidelined by the beauty industry for generations,” said CEO Sneha Mehta . The brand’s Africa & Latin America market entry strategy  includes expansion into Uganda, Ghana, and North America , leveraging Kenya social media marketing  and Nigeria brand marketing solutions  to scale efficiently. By integrating influencer marketing for emerging markets  with localized marketing for global brands , Uncover has demonstrated the power of cultural-first content strategy  in driving brand success. How Emerging Beauty Brands Are Winning in Digital-First Markets 1. Leveraging Social Media & Performance Marketing Modern DTC beauty brands  rely on TikTok & Instagram growth strategies  to engage audiences effectively. Social-first creative content  and digital media buying agency expertise  help them optimize ad spend and boost visibility. Example:  Brands like Deeper Skin use PR & media services  to amplify their storytelling, while Uncover builds digital communities  that drive engagement through cultural marketing strategy . 2. Controlling Brand Experience Through Localization Unlike traditional retail models, DTC brands  have complete control over their product presentation, messaging, and distribution . Through international brand localization , they ensure their products resonate with local markets. Example:   Blank Body Beauty , a Nigerian skincare brand , emphasizes personalized packaging  and direct consumer interaction to create a meaningful brand experience . 3. Expanding Beyond Africa & Latin America Many emerging beauty brands  are not only thriving in their home markets but also expanding globally through cross-border brand strategy . Localized marketing for global brands  allows them to enter new markets without traditional barriers. Example:  Uncover is scaling into North America , targeting the diaspora consumer base  with culturally relevant beauty solutions. Final Thoughts: The Future of Emerging Market Beauty Brands The direct-to-consumer revolution  in Africa and Latin America  is redefining the global beauty landscape. By embracing social media content marketing, performance marketing on TikTok, and international brand localization , these brands are setting new standards for personalized beauty experiences . As marketing agency experts in Africa, Latin America, and Asia , we help brands navigate this transformation with cost-efficient digital media buying, PR & media services, and consumer electronics marketing strategies  tailored for emerging markets. For brands looking to enter these fast-growing regions, the key lies in cultural-first content strategy, local consumer insights in emerging markets, and social commerce growth strategies . Want to expand your brand into Africa or Latin America? Let’s talk.  🚀