{"id":2480697,"date":"2025-12-16T14:57:05","date_gmt":"2025-12-16T14:57:05","guid":{"rendered":"https:\/\/prgn.cullencommunications.ie\/?p=2480697"},"modified":"2026-01-09T09:56:33","modified_gmt":"2026-01-09T09:56:33","slug":"latinoamerica-y-la-ventaja-de-ser-creativos","status":"publish","type":"post","link":"https:\/\/prgn.cullencommunications.ie\/es_es\/blog-espanol\/latinoamerica-y-la-ventaja-de-ser-creativos\/","title":{"rendered":"Latinoam\u00e9rica y la ventaja de ser creativos"},"content":{"rendered":"

La creatividad ha sido siempre un sello distintivo de Latinoam\u00e9rica. En una regi\u00f3n con presupuestos limitados, gobiernos inestables y grandes desaf\u00edos priman, en cambio, soluciones innovadoras. Campa\u00f1as de alto impacto que se abren paso con narrativas poderosas. Una capacidad que no resulta ajena a la cr\u00edtica internacional, que cada vez le da un mayor reconocimiento.<\/p>\n

Buena prueba de ello es la frecuencia con la que pa\u00edses latinoamericanos aparecen en Cannes Lions. Tambi\u00e9n destacan iniciativas como PerifaLions, en Brasil, que democratizan el acceso de j\u00f3venes creativos de las periferias al mayor festival publicitario del mundo. Al mismo tiempo, la econom\u00eda creativa crece en Am\u00e9rica Latina: ya representa m\u00e1s del 2% del empleo formal seg\u00fan el Observatorio Ita\u00fa Cultural<\/a>.<\/p>\n

Aqu\u00ed la creatividad est\u00e1 profundamente conectada con la realidad de las personas. Esta fuerza se refleja en la forma en que construimos la influencia de las marcas. Seg\u00fan el estudio global PRGN Influence Insights<\/a>, Latinoam\u00e9rica se diferencia del resto del mundo en creer firmemente que los valores culturales y sociales son determinantes para la influencia de marca (un 83% de los l\u00edderes lo sostiene), en destacar la importancia de los criterios ESG (68%), y tambi\u00e9n en los embajadores de marca (71%).<\/p>\n

Valores diferenciales en Latinoam\u00e9rica<\/h4>\n

Asimismo, la investigaci\u00f3n refleja una confianza especial de los encuestados en determinados canales y actores. En Am\u00e9rica Latina, la confianza en los medios tradicionales se dispara al 87%, muy por encima del dato global (66%). Tambi\u00e9n sorprende la confianza en l\u00edderes pol\u00edticos (del 55% ante el 34% global), y en los analistas de mercado (76% frente al 51% de media).<\/p>\n

Varias marcas de la regi\u00f3n ya exploran este punto diferencial. En Brasil, por ejemplo, las iniciativas de Air France y KLM relacionadas con sostenibilidad y relaciones con stakeholders refuerzan el papel del ESG como vector de influencia. En el sector de la automoci\u00f3n, Volkswagen do Brasil ha utilizado narrativas que integran innovaci\u00f3n e impacto social. Casos como estos muestran c\u00f3mo las estrategias basadas en valores aut\u00e9nticos pueden generar conexiones profundas y un posicionamiento s\u00f3lido.<\/p>\n

Al mismo tiempo, el entorno digital tiene un papel central: el 92% de las marcas latinoamericanas priorizan su presencia digital y el 71% de los l\u00edderes de la regi\u00f3n solicitan m\u00e1s orientaci\u00f3n estrat\u00e9gica para el uso de las redes. Esto demuestra madurez digital, pero tambi\u00e9n evidencia la necesidad de avanzar en m\u00e9tricas y an\u00e1lisis m\u00e1s robustos, ya que el 80% de los l\u00edderes latinoamericanos afirman necesitar mejores herramientas de medici\u00f3n de influencia.<\/p>\n

Los retos futuros<\/h4>\n

\u00bfCu\u00e1l es ahora el desaf\u00edo? Transformar esta creatividad y estos valores en estrategias coherentes que re\u00fanan emoci\u00f3n, un prop\u00f3sito y an\u00e1lisis del impacto. A nivel local, las marcas latinoamericanas deben aprovechar la confianza en los medios tradicionales, invertir en programas de embajadores de marca y resaltar pr\u00e1cticas de ESG. En el \u00e1mbito global, es necesario adaptar los mensajes a las particularidades de cada mercado: en Am\u00e9rica del Norte, priorizar el thought leadership<\/em> y estrategias digitales directas al consumidor; en Europa, alinear prop\u00f3sito y earned media<\/em>; y en Asia-Pac\u00edfico, enfatizar innovaci\u00f3n y calidad del producto.<\/p>\n

Llegar a las audiencias de Am\u00e9rica Latina implica comprender el peso de las relaciones sociales, de sus valores y de la comunicaci\u00f3n con base en la confianza. El futuro de las marcas de Latinoam\u00e9rica pasa por potenciar lo m\u00e1s aut\u00e9ntico de la regi\u00f3n e integrar a la vez las mejores pr\u00e1cticas en digital, medici\u00f3n e innovaci\u00f3n. Para salir al exterior deber\u00e1n usar esa autenticidad como ventaja competitiva, demostrando efectivamente que nuestra creatividad no es simplemente una respuesta a los desaf\u00edos, sino un motor para transformar el sector de la comunicaci\u00f3n en todo el mundo.<\/p>","protected":false},"excerpt":{"rendered":"

La creatividad ha sido siempre un sello distintivo de Latinoam\u00e9rica. En una regi\u00f3n con presupuestos limitados, gobiernos inestables y grandes desaf\u00edos priman, en cambio, soluciones innovadoras. Campa\u00f1as de alto impacto que se abren paso con narrativas poderosas. Una capacidad que no resulta ajena a la cr\u00edtica internacional, que cada vez le da un mayor reconocimiento. […]<\/p>\n","protected":false},"author":105,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","episode_type":"","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","footnotes":""},"categories":[2011],"tags":[2636,2846,1505],"coauthors":[1800],"class_list":["post-2480697","post","type-post","status-publish","format-standard","hentry","category-blog-espanol","tag-creativity-in-pr","tag-latam","tag-public-relations-global-network"],"acf":[],"yoast_head":"\nLatinoam\u00e9rica y la ventaja de ser creativos - PRGN<\/title>\n<meta name=\"description\" content=\"La creatividad ha sido siempre un sello distintivo de Latinoam\u00e9rica y cada vez lo reconoce m\u00e1s el p\u00fablico internacional.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/prgn.cullencommunications.ie\/es_es\/blog-espanol\/latinoamerica-y-la-ventaja-de-ser-creativos\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Latinoam\u00e9rica y la ventaja de ser creativos - 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