MERCADEO Versión en español
Pablo Buffagni from BBQ Agency: Negotiation Margins Become Narrower Due to Clients’ Needs to Maximize Investment Results
Liz Unamo| 3 de enero de 2017
Buffagni: Seguimos consolidándonos como agencia 100% independiente
Pablo Buffagni, Founder and Creative Leader at BBQ Agency, qualifies 2016 as a very good year for the agency. “We continue to consolidate ourselves as a 100% independent agency that offers good creativity with flexible organization and rapid response.”One of BBQ’s goals is to expand the agency’s experience according to brands. “We have already worked for non-alcoholic beverages, automobiles, health, insurance, direct sales, fashion, technology for financial services, QSR and entertainment. Our flexibility to work per project and as partners with other agencies and production companies, has allowed us to gain very valuable experience. We would like to increase our footprint in the U.S. market.”This year the agency explored the possibility of making a very attractive campaign using virtual reality “but doing it right requires important budgets and we had to abort the project due to budget issues.” Regarding branded content, he points out that brands have always invested in that area, but now a higher percentage of the budget is allocated to this. Competition will be very strong, assured Buffagni. “Clients’ need to maximize investment results, many times consolidating efforts, along with political instability, makes negotiation margins narrower. At BBQ we are always prepared to adjust our resources to the size of the projects.”He explains that the campaign they created for AMP Energy Drink for Central America, is having huge success in Guatemala, with historical results for their client. Together with Red Creek they just finished the production of the Pepsi Christmas campaign for Guatemala, El Salvador, Honduras, and Nicaragua.
