The anguish and objectives of Argentine agenciesMartínez Moschini: “If we look at the orthodox way of looking at a planisphere or regional mom phone number data map, Argentina is at the first level of the game and the goal is to ascend through the different boxes until reaching heaven.”
By Jorge Raúl Martínez Moschini
Chairman of Adlatina Group
Argentina is a cyclical country where economic fluctuations are a way of life. A simple and current example is enough to illustrate this. Until the end of 2023, it was an extremely cheap country for foreign tourism. It was common to meet Uruguayans who crossed the “pond” to rush to the aisles looking for basic necessities and, in the process, take advantage of a walk and a meal in good quality restaurants.
In 2024, halfway through the first quarter, everything changed. The flat blue dollar (the one that is not regulated and that ordinary people access in unofficial transactions), which went from 1,200 Argentine pesos in November 2023 to being traded at around 1,000 Argentine pesos in March/April 2024, and very high inflation caused products to rise in price to stratospheric levels in Argentine pesos and the value of the dollar to lose substantially. Conclusion: Uruguay became a country with “cheaper” prices than those of Argentina; with honorable exceptions, everything turned around.
In this concert of instability, beyond the expectations of a favourable economic evolution for the year 2025, the general level of the consumer price index in the first three months of 2024 registered a monthly increase of 11% in March and accumulated a variation of 51.6%. In the year-on-year comparison, the increase reached 287.9%.
Current concerns in the industry
When several players in the sector were consulted, they all generally agreed on the main problems faced by Argentine agencies: talent retention, high inflation and updating of fees with clients.
