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What’s an influencer?

If you ask a diccionary what’s an influencer, the word is defined as someone that has the ability to influence in the decision making or behavioral traits of another person. In social media, however, it refers specifically to a popular Internet personality with a big following and the power to move them towards brands.

As we’ve mentioned in past articles, nowadays, the power of social media gets everything done. By making a proper use of influencers, you’ll be able to increase the reach of your brand! Thanks to a world level internet immediacy, they have become media leaders.

Influencers must be chosen with extreme care, depending on the type of company, that’s  how you’ll be able to choose the person that will be the brand’s voice throughout the internet.

Influencers might either boost the company or not, given that if they’re not incorporated into the digital strategy correctly, you might not be able to obtain the best results.

What’s an influencer?

Influencers don’t necessarily have to be famous people, that has become, alongside television, something from the past. 

Someone becomes an influencer the moment they bring up freshness, reliability and above all, when they’re active in social media. Thanks to all of this, they are able to grow reputation and maintain their followers’ trust, granting credibility and value to what they say and do.

Aside from being famous, an influencer obtains acknowledgment for topics, or an specific topic they know about, and for the work that they put into it.

They normally start out using their own resources, sharing content related to the topics they know better, like fashion, sports and travels, amongst others.

Influencers create stories in order to connect with their followers, that’s why they trust in their opinions and their given information.

Or have you not ever called your best friend to ask them for any type of advise?

Now imagine that the information given comes from someone with knowledge and experience in the subject. That’s what an influencer is!

What can influencers do for a brand?

  1. New brand: 

When launching a brand, having influencers post a photo of the product to their social media, alongside a brief explanation of what it is and what it does, will reach its followers and establish the product as great.

When the public is not familiarized with the brand, having a familiar face to promote it is a great strategy, although this efforts will come in vain if the brand doesn’t deliver what it promises.

  1. New product or service:

Hiring influencers can easily boost a new brand, considering the influencer as the strategy that makes the brand known, since they have millions of followers from everywhere around the world. 

It is a good strategy to present the new product and a great way to launch it.

  1. Promote a brand action:

When it’s necessary to give a campaign a little push, what better than an influencer?

An influencer is a voice, is an opinion leader. If the plan is that a campaign obtains much more strength, this is the perfect option to provide it with support and resilience. 

  1. Events:

Influencers can announce an event and also be a part of it, giving their opinion in a timely manner through their social media.

Whether it be a brand, a product, or an event, it will always be a matter of using the credibility, experience and reliance of the person to promote them.

That person will become an ambassador of your brand, so in order to obtain a positive result, it’s really important that they follow the same values as the brand does.

On the other hand, if what the brand is looking for is acknowledgement, the work needs to be done internally, it’s necessary to have the foundations before arranging a campaign with an influencer or any kind of campaign for that matter. 

Most of all, you have to be what you preach, that will get the public to trust you and establish the brand.

What makes influencers them trustworthy?

What makes an influencer different is that they only take on proposals where they believe in the product and consider that it goes with their own image.

An influencer does not only receive a check for promoting a product, they make the product a part of their life! That’s why they maintain their credibility before their followers.

Is being an influencers easy?

At first sight you may think that it’s the easiest job in the world, but being in constant communication and going from being a normal person to a public figure is a really hard job.

The main issues are:

  1. Maintaining privacy becomes crazy! Since the most interesting thing to know is what is my favorite influencer doing today.
  2. Being interesting. How is this achieved? Being relevant while having the attention of millions of people. A secret formula that everyone desires but only a few possess.
  3. Nowadays, the amount of influencers increases each passing day, so it’s not easy being one.

Solutions given to these impossible issues:

  1. Some keep where their life private, others make it publicly known.
  2. They show themselves as people, not trying to be perfect all the time.
  3. When they’re in the growing process, having someone that helps out with public relations is very important.

What’s an influencer’s best social media platform?

We’ve already established that they use social media to communicate and connect with their followers, and how they manage to obtain their trust, but, which social media platforms do they use?

  1. Facebook: Being the social media with the highest number of users in the world, a huge amount of 1,900 million, influencers compete not for space, but for attention.
  2. Instagram: Holding 700 million users and still growing, this is used to share their life in photos, videos, boomerangs and stories. It is the most used platform by influencers due to its easiness for sharing content.
  3. YouTube: Previously, this wasn’t considered a social media platforms, due to its lack of interaction with the followers, but since the improvements were made to the platform, this interaction is now available and influencers use it to express themselves through videos, showing their day to day life and answering questions. It currently holds 1,000 million users.

Twitter: Mostly used for real time news, being a favorite for its short texts and good content, this social media was in decay due to the lack of improvements, it currently holds 320 million users, will it be able to stand through the changes?

9 types of advertising agencies

In the marketing world, there’s many types of advertising agencies. Two main types in particular divide the market: specialized and 360 degree agencies.

360 degree agencies

This type of agencies holds most clients and has been active for the longest time. Their work covers every type of publicity, campaigns and branding.

They’re known as 360 degree agencies, due to the fact that they cover through a lot of services, as they’re versatile and follow a philosophy of delivering whatever the client asks for.

Specialized agencies

These agencies focus on a offering a unique service, in which they become specialists and provide distinct attention as well as deliver high quality results under their range.

They do not hold as much clients as 360 degree agencies do, but they sure do maintain the conviction that allows them to work in the most optimal way.

Turning to specialized agencies might result in a better project, due to the lack of other areas that could distract work, but the project in itself will be limited in the range and implementation of the service in which the agency specializes in.

Nevertheless, if your goal is to obtain a 360 degree campaign, that’s composed of digital advertising, massive or traditional, media plan, social networks, amongst other things, your best option is to turn to a 360 degree agency, since that is exactly what they do: everything and with a uniform control.

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Types of advertising agencies and their characteristics

Within these two types of advertising agencies there are a lot more to be found. In the list that follows you’ll find the branches that can be found within the specialized agencies, since the 360 degree ones already do these services. These agencies focus on:

  1. Market research

Their main and only goal is research and recollection of data that’s relevant for a brand, product or service. They’re basically specialists in acquiring information, statistics and behavioral traits.

  1. Traditional media

As indicated by their name, they’re focused on what’s tangible, like printed matter, television or radio. These are the ideal agencies for the public that’s not found online. As they’re massive, the impact they create is bigger but less specific.

  1. BTL (Bellow The Line)

Through the use of creativity, surprise elements and taking advantage of the environment, these agencies are devoted to carry out non-conventional campaigns that amaze the target public. Their services are normally used in the streets where the customers might be passing by and they are approached in unusual ways. 

  1. Social networks

These agencies are specialists in handling social media, such as Facebook, Instagram, Twitter, LinkedIn, amongst others. There are even agencies dedicated to each social media, but that is a more complex situation that requires to be more specialized. Even though there are some few segments that can’t be found in these platforms, nowadays it is still indispensable to have some online presence, it all just depends on where the target market is at.

  1. SEO (Search Engine Optimization)

SEO is the optimized positioning. These agencies deal with the positioning of brands in search engines without having to invest in paid advertising, they tend to be very helpful without increasing the costs and provide great benefits for the brand.

  1. Marketing

They provide counseling and strategic advisement. How do they do it? By doing market research, analyzing threats and opportunities, developing marketing plans and creating marketing strategies and tactics.

  1. Branding

This specialization is vital for every brand. This type of agency has the task of creating the face of a brand or a company on its entirety, the image that the company portrays through every communication channel.

  1. Mobile

As indicated by its name, these agencies specialize in mobile marketing, which is basically marketing for smartphones. Since most users visit the internet through smart devices, this kind of market is impossible to ignore.

  1. Inbound marketing

These agencies are currently known for being the ones in style and for delivering the company the highest quality results. Their strategies are based in leading efforts straight up to the consumers. That way, the communication and advertising is addressed to potential clients through content of interest.

Inbound marketing strategies focus on acquiring more leads, so that the sales department has a bigger opportunity of closing deals.

Which types of advertising agencies are best for your brand?

It will depend on the objectives set by your brand and the types of efforts you want to address.

The following objectives must be taken into account in order to decide on a type of agency:

  • Branding agencies are ideal if the objective is to position the brand, since they achieve to distinguish themselves in the market, by creating an image that stands out and goes according to the target market.
  • In order to increase ideal sales prospects, the best agencies options are: 
  • Inbound marketing, since their strategies are designed to attract clients and make them interested in the brand.
  • Mobile, since it creates insertion and coverage plans for this market, in relation to smartphones.
  • Social networks, creating content for social media, results in more presence. 
  • SEO agencies are ideal for being introduced into a new digital market, since they achieve to establish the brand in Google.

What about traditional media, market research and BTL?

Traditional agencies can help in creating a bigger impact through traditional media.

Market research agencies specify and obtain data that can help getting to know your target market.

Lastly, BTL agencies might help in the task of surprising people, so that they recognize, remember and like the brand.

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How to determine what types of advertising agencies works best for you?

When it comes to choosing the best type of agency for a company, there are several factors to take into consideration:

  • Industry
  • Company size
  • Target market
  • Campaign type
  • Objectives

It is important to take into account that each brand, company or project is different. That’s why it is not possible to specify the best type of agency, but rather provide insight into what type of agency is necessary for your needs.

Agencies, no matter what kind, will let you know know whether or not it is convenient to hire them. This is why it’s necessary to have clear information on the company’s marketing needs.

Money is not the only thing that goes into a campaign, it is also the way in which the company can either grow or decay. That’s why it’s important to keep in mind the objectives for each investment or advertisement as well as the market into which the efforts are being addressed to.

Advertising Agencies in Mexico

Top 10 best advertising agencies in Mexico City 2018

Choosing among the 10 best advertising agencies is not an easy task, especially since each work methodology applies and adjusts differently according to the client.

To the extent that to create a ranking of the top agencies in Mexico City is required a methodology that goes beyond billing and profit.

Every list is subjective, but we didn’t want to miss the opportunity of creating ours, in which we included small and big agencies, and even national agencies, international, independent or part of a network.

10. J. Walter Thompson

We consider JWT to be almost an institution in advertising agencies. With more than 150 years of history and structural and advertising innovations (such as implementing a creative department),  we strongly believe the legacy of J. Walter Thompson deserves some recognition.

They have the support of a global community, being pioneers in some key areas of publicity and that is part of their culture. They are in constant movement and looking for new ways to innovate, and that effort gets recognized.

Is one of the top agencies in Mexico, launching every year the top 100 marketing trends that will impact all year. Through their consulting firm Innovation Group, they help to understand consumer behavior and dedicate themselves to study past trends and make projections for next year.

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9. Ogilvy

With a charismatic figure like David Ogilvy is no surprise this legendary agency, winner of so many awards they’ve even lost count, is worth of admiration. Many creative minds have passed through their offices and marvelous ideas that left a mark in advertising have been created here.

An agency this prepared in advertising, creates ideas that trascend and are used as a blueprint for successful campaigns.

Is used as a reference for having the best perception, and being one of the most creative and integrated, and considered by many as the ideal agency.

Many agencies use them as their goal, to deliver work just like Ogilvy would.

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8.- Flock

One of the first agencies to go digital and deliver quality content as a new way of doing things. That is why Flock forced many mexican agencies to change their focus and not only “think outside the box” but rather create new ones.

Is one of the first digital agencies in the country, having that digital DNA that distinguishes them. Considered one of the most efective independent agencies of the industry.

With respect and admiration, other agencies follow their work and try to adapt to the changes this agency creates.

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7.- Publicis

Publicis is the french giant that learned from the skills of Ásterix in the advertising world. That unique touch allows this agency/group/juggernaut to stay focused and dedicated to every project, without neglecting any account or any creative, as a result it has obtained a reputation of an agency commited to their projects and clients.

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6.- Endor

A young and thriving advertising agency. A unified team with powerful ideas. Endor arrived and is here to stay and create a name for themselves.

Specialized on branding and advertising with an integral focus, professionalism and quality characterizes their work, this agency is slowly growing to become one of the most important advertising agencies in Mexico.

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5.- Circus

Speaking of agencies that changed the way to communicate in advertising and digital media, Circus is one of the most important. Their way of work and structure helped them land accounts of great international significance, as well as having a strong digital presence.

Circus is an agency that labels itself as multicultural and fully integrated of developing high-impact ideas, strategies and content that always leads to success.

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4.- Leo Burnett

In every country and every language, Leo Burnett Mexico, has been synonymous of spectacle and dedication. Also, with their most recent strategic alliances they seek to push creativity in Mexico to a higher level.

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3.- Anónimo

What do you get if an advertising legend is placed at the head of an agency with a well-established creed?

You get one of the most important independent agencies in recent memory. Whether for their great ideas or creative department, we are certain this agency will accomplish more than it already has.

An agency with a well-established work ethic knows really well what they stand for and don’t hesitate to show it to whoever gets in contact with them. They like to do things differently and create moving campaigns.

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2.- El recreo

Recreo is freshness in communication and quality of work, specially in the handling of their accounts. To talk about the work of this agency is to talk about moving and emotional stories, whether laughing or crying you won’t ever feel indifferent to them.

Stories that touch you, regardless of the brand, manages to effectively communicate what it wants to convey so that everything fits perfectly. El recreo is, without a doubt, one of the leading advertising and design agencies in the country.

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1.- Teran/TBWA

The ideas factory of Don José Terán is one of our favorite agencies. Is not only a space that invites creativity, not only their years behind Palacio de Hierro and Bachoco, combined with commercial success and a growing costumer base. Finally Terán/TBWA is a clear example of work with 100% mexican style.

TBWA is an agency that loves to break with brand conventions, offering a vision that will make them believe in themselves, to stand out from their main competitors.

Best agencies ranking according to Merca 2.0 2018

Merca 2.0 magazine is an institution in the world of advertising, marketing, branding and more. We could say it has become a must to everyone in the communication field.

Most notable is their constant updates and innovation to the market, keeping up with the latest events, that is why they are in their current place and steadily growing.

In the first places we can see agencies with vast experience, such as TERAN TBWA, YOUNG AND RUBICAM and OGILVY, agencies that always have promoted advertising and creativity in all of their campaigns.

Once again Endor is making an appearance in the Ranking of best advertising agencies of Mexico 2018, just like last year 2017.

We had a huge improvement, moving from 178th place to 67th, the number of agencies involved was 294, which means a great step forward towards our goal to consolidate ourselves as the best branding, design and advertising agency in Yucatan and the Southeast of Mexico.

For us this achievement was due to the methodology that over many years we hace managed to improve and continue to improve.

It is a great honor for any agency to receive a place in this ranking. It acts as motivation for starting agencies, so they can look up to the most important agencies of Mexico.

We leaped 111 spots, an improvement of more than 60% compared to last year.

How are positions determined in this ranking?

Five variables are taken into account, since each represents a percentage of the final score for the ranking:

  • Billing
  • Number of employees
  • Total accounts
  • Digital presence (social network followers, engagement, content production)
  • Years participating on the ranking

The top agencies are large companies, names already recognized with international presence, great tradition on the industry and excellent work. We feel really honored to be sharing a spot with all of them!

What is the benefit of appearing in this ranking?

Aside from having the honor of sharing a spot with advertising agencies with years of experience and innovation, you also get recognition from agencies and potential costumers.

The closer you are to the first positions the more likely it is to land new accounts, since companies see you as an opportunity to grow their business. It gives you credibility in the market and everyone knows you are in an important place.

You can also use this ranking to know how much you have improved year by year.

How do I rank higher?

Going up in the ranking is improving in all the key areas we mentioned before: billing, employees, accounts, digital presence and years, but keep in mind that although you get better at them, the competition will improve as well.

Think of it this way: there are more and more agencies and you can’t stop growing if you want to get to the first spots.

Not only on the ranking, but in a professional way. An agency that is not growing or innovating can not be in the ranking.

But even worse, if you don’t grow or update your methodology, the agency you belong to could seize to exist.

What is next for Endor?

We still got a lot of work to do, we are currently focused on our methodology, because we believe you should never stop improving, which is why we are certain next year we will keep climbing up spots.

Alongside the efforts of our account and creative teams, and the openings of new units in different points of the country, our constant specialized work in key areas such as brand agency, analysis, planning and creativity.

There are still a lot of things to be done, but we are certain that we will keep growing and climbing up, because you keep us moving forward.