Latin America is no longer a footnote in global communications strategies. While international brands seek new drivers of growth, communications agencies in the Asia-Pacific (APAC) region face a golden opportunity: look to the south of the American continent and discover a vibrant, digital, diverse, and increasingly strategic market.
For those agencies that have already conquered territories in Asia and are ready to make the global leap, LATAM is a green flag waving strongly. Not only because of its size or its growing digital presence, but because it offers fresh ground for innovation, connection, and building alliances that transcend borders.
A digital region by nature
Latin America is young, urban, and hyperconnected. With more than 650 million people, massive smartphone adoption, and a declared love of social media, the region serves as an ideal digital ecosystem for innovative APAC offerings.
Countries like Brazil, Mexico, Colombia, and Argentina have active users who not only consume, but also produce, share, and shape narratives. This opens the door to immersive experiences, mobile-first content, and multichannel communication strategies that APAC agencies already master.
And here’s a key: the parallel behaviors between Asia and LATAM. Both regions show affinity for social commerce, digital influencers, and visual platforms. This makes LATAM a perfect “mirror market” for testing and adapting innovations that have already been successful in Asia.
Culture receptive and open to the new
Unlike more traditional or saturated markets, Latin America is eager for new offerings. Audiences are curious, seek out different formats, and aren’t afraid to try new things. This represents a competitive advantage for communications agencies in APAC: they can import their best practices, adapt them to the local context, and present them as disruptive offerings.
For example, the use of virtual influencers in Japan or gamified narratives from South Korea have enormous potential if localized with cultural intelligence. And it’s not just about translation; it’s about understanding what connects emotionally with each Latin American audience.
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Furthermore, there is a clear openness to interactive, ephemeral, and emotional content formats. Audiences in countries like Mexico and Brazil respond very well to campaigns that blend humor, relatability, and direct engagement, especially if launched on mobile platforms. This creates fertile ground for APAC communications agencies not only to implement their innovations but also to co-create them with local communities.
Furthermore, the youthful population in LATAM—with a high percentage of users in the 18-35 age bracket—makes the region particularly receptive to fresh content and new formats. Communications agencies that know how to read this energy and incorporate visual elements, hybrid narratives, and dynamics unique to Latin American digital culture will be able to achieve a level of connection that is difficult to achieve in other, more mature markets.
Global brands, regional needs
Increasingly, international brands understand that activating country by country is not enough. They need a coordinated strategy, but one tailored to each market. This is where communications agencies that understand diversity can make the difference.
APAC agencies, recognized for their methodology, operational precision, and applied creativity, can play a key role by partnering with local teams in LATAM. In doing so, they gain not only execution capacity but also contextual sensitivity, which is essential in this part of the world.
This combination—a global structure with a local perspective—allows them to design campaigns that are coherent in message yet emotionally relevant in each country. A communications agency that can understand the idiosyncrasies of a Chilean consumer without losing sight of a global brand’s regional objectives has a real advantage. Brands no longer seek only impact, but authentic connection, and this can only be achieved when the strategy is adapted without losing consistency.
LATAM as global launching
Success in LATAM can be a major differentiator for APAC agencies seeking to reposition themselves as global players. Successfully implementing a regional campaign in countries like Chile, Peru, or Ecuador not only generates revenue: it builds an international reputation.
Communication strategies with local impact, emotional storytelling, and partnerships with media, corporate PR, and content creators can scale rapidly if executed intelligently. This positioning as a “bridge agency” between Asia and Latin America is increasingly valuable in a world where transcontinental collaboration is increasingly crucial.
Furthermore, conquering LATAM not only opens doors in the region but also offers solid credentials with clients in other latitudes, such as Europe or North America, who value a communications agency’s ability to adapt to diverse cultures. In an increasingly interconnected global environment, demonstrating expertise in Latin America is not just a regional milestone: it is a sign of operational maturity, cultural flexibility, and long-term strategic vision.
Keys to a successful entry into LATAM
For APAC agencies interested in exploring this new territory, there are some key principles to keep in mind:
1. Invest in cultural adaptation: It’s not enough to replicate what worked in Asia. It’s essential to invest time in understanding the local context, values, and habits.
2. Seek strategic allies: Partnering with a communications agency in Latin America facilitates entry, provides legitimacy, and improves execution.
3. Listen before acting: Understanding the social concerns, languages, and emotions of the target market is key to building narratives that resonate.
4. Think regionally, but act locally: An umbrella strategy must allow for country-specific adjustments. LATAM is as diverse as Asia.
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Frequently Asked Questions about APAC-LATAM Partnerships
Does a communications agency in APAC need a physical presence in LATAM to operate?
Not necessarily. A strong partnership with a communications agency in Latin America can enable smooth operations without the need to open offices.
Which LATAM countries offer the best conditions for testing a regional campaign?
Brazil and Mexico are large and dynamic markets. But there are also interesting opportunities in Chile, Colombia, Peru, and Argentina, depending on the sector and type of product.
What does a global brand look for when hiring an agency for LATAM?
They look for flawless execution, local sensitivity, regional consistency, and measurable results. And they expect their message to be understood, not translated.
A global game with local flavor
The future of communication is collaborative, cross-functional, and creative. For APAC agencies, Latin America isn’t just a new frontier: it’s an opportunity to reinvent the way cultures, audiences, and messages connect. And to achieve this, there’s nothing better than partnering with a communications agency in Latin America that knows the terrain, the nuances, and the emotional keys of the market.
In a world where it’s no longer enough to communicate, but rather to connect, LATAM is the next big move. And the communications agencies that dare to take this step with intelligence and cultural respect will have much to gain.
About MarketCross
We are a global public relations agency that since 1996 has been helping to create connections between great brands and their audiences in an innovative and personal way, enhancing their reputation and narrative to drive business outcomes.
Our track record of co-constructing with more than 300 clients from diverse cultural backgrounds and industries has given us a unique perspective for delivering customized and effective strategic communications solutions to anywhere in the world.
Our team of experts, located in major cities around the world, combines a global outlook with in-depth local market experience and a sense of curiosity that transcends borders and ensures that they stay abreast of the changes and trends occurring in different markets and societies.
MarketCross has received several different international awards including the Latin America Excellence Awards (2016 and 2018), Eikon Chile (2022), Eikon Argentina (2023), Eikon Internacional (2023 and 2024).
