Por qué Messi es socio del Club de la Milanesa y no su imagen publicitaria | El Cronista

👉 Four leading figures in the Argentine creative and advertising industry discuss at the Cronista Marketing & Communication Summit why Messi chose to be a partner of El Club de la Milanesa—and not its advertising face—how to know if a campaign has truly worked, and why a brand that doesn't take risks is wasting its time. Participants: Santiago Magliano, Founding Partner, El Club de la Milanesa Florencia Loda, CCO, DraftLine Argentina Denise Orman, CEO, Zurda Fernando Capalbo, CEO, Omnicom Media Argentina Topics covered: 🥩 Messi is a Partner, Not an Image: The connection between Messi and El Club de la Milanesa didn't originate from an advertising contract. It stemmed from Messi always saying that his mother's milanesa is his favorite dish. Today, he is one of the four owners of the brand. The goal: to take the milanesa to the world as an Argentine culinary icon. 📲 How to Know if Your Campaign Worked: The most honest indicator isn't the metrics; it's whether people send it to you via WhatsApp. When Fernet Branca's campaign with streamers exploded in the school parents' group chat, they knew they'd struck a chord. 🎯 Why Creating a Single Content Strategy No Longer Works: Kilmes has a newsroom team working in real time during the World Cup, generating content minute by minute for each platform. The idea has to be fluid: a strong concept adapted to each channel, not the same format for all. 🤖 AI to Listen to the Customer in Real Time: El Club de la Milanesa uses artificial intelligence to monitor reviews on Google, delivery platforms, and Instagram across its more than 70 locations. What used to take hours of manual work is now processed in real time, allowing for much faster decision-making. ⚠️ Brands That Don't Take Risks Waste Time: People today seek out advertising instead of receiving it. If content lacks a strong insight, a clear point of view, and something worth sharing, the algorithm ignores it, and so does the consumer. 📝 A panel on creativity as a competitive advantage: how to build a brand with its own identity, why focus is as important as creativity, and what a milanesa, Fernet, and a World Cup beer have in common. 📲 Find more information, exclusive coverage, and upcoming events at 👉 https://www.cronista.com/eventos/ ✍🏻 We make saving money easier. https://www.cronista.com/ 📲 Instagram:   / cronistacom   📲 Facebook:   / cronistacom   📲 Twitter:   / cronistacom   📲 TikTok:   / cronistacom   📲 LinkedIn:   / cronistacom