Sherlock Communications helps international organisations enter, grow and thrive in Argentina, one of Latin America’s most dynamic yet complex markets. From our office in Buenos Aires, we combine local cultural insight, trusted media relationships and digital marketing expertise with the strategic and creative standards expected by global brands.
As an independent, award-winning agency, we bring clients the reassurance of proven results. We work exclusively with overseas organisations, helping them bridge international goals with local realities. Whether launching a new product, shaping public debate or expanding a long-term presence, our bilingual team ensures that campaigns are culturally relevant, strategically sharp and deliver measurable results.
Argentina is a land of contrasts, shaped as much by its wealth of natural resources as its tech-centric, entrepreneurial ecosystem. Agricultural exports of soy, corn, wheat and beef continue to underpin the economy, while the Vaca Muerta shale formation holds the promise of a future energy boom. ture energy boom. At the same time, Argentina has emerged as one of the world’s most exciting crypto and Web3 hubs. The country’s startup scene is thriving, with innovators developing solutions in asset tokenisation, decentralised exchanges (DEX) and digital governance apps. In fact, the country has strongly positioned itself as a to-go place for the main global events in the sector, hosting major conferences such as LaBitcon 2024 or Avalanche Summit 2024. This year, in November, Buenos Aires will host Devconnect ARG known as the Ethereum World’s Fair, reaffirming its central role on the global crypto and Web# map.
For international organisations, this unique combination of established industries and disruptive innovation means Argentina presents both an opportunity and a challenge. At Sherlock Communications, we help global brands navigate these dynamics, ensuring their campaigns are grounded in local realities while tapping into Argentina’s growing influence on the global tech and crypto stage.
This dual identity extends to Argentina’s cultural fabric. Buenos Aires is a standout example of diversity in Latin America. With nearly 14% of its residents born abroad (a figure three times higher thanthe national average) the city is a modern mosaic of communities that still actively preserve its original roots across the whole territory (it is the eight largest country in the World).
Historic waves of immigration have been renewed by arrivals from Venezuela, Paraguay, Bolivia, Peru, and beyond, with some neighborhoods where up to a quarter of the population is foreign-born.
This diversity is more than a demographic fact — it directly shapes consumer culture and civic life. More than 400,000 immigrants are eligible to vote in local elections, underlining their influence not just as consumers, but also as participants in public debate For international brands, the key to success lies in finding a culturally nuanced voice that resonates authentically across these communities, turning diversity into an opportunity for meaningful connection.
This dual identity extends to Argentina’s cultural fabric. Buenos Aires is a standout example of diversity in Latin America. With nearly 14% of its residents born abroad (a figure three times higher thanthe national average) the city is a modern mosaic of communities that still actively preserve its original roots across the whole territory (it is the eight largest country in the World).
Historic waves of immigration have been renewed by arrivals from Venezuela, Paraguay, Bolivia, Peru, and beyond, with some neighborhoods where up to a quarter of the population is foreign-born.
This diversity is more than a demographic fact — it directly shapes consumer culture and civic life. More than 400,000 immigrants are eligible to vote in local elections, underlining their influence not just as consumers, but also as participants in public debate For international brands, the key to success lies in finding a culturally nuanced voice that resonates authentically across these communities, turning diversity into an opportunity for meaningful connection.
Argentina’s media landscape is marked by a blend of traditional habits and digital adoption, with notable differences by region and city.
People continue to consume traditional media extensively, particularly television news and radio shows. Channels such as Todo Noticias (TN), C5N, América, and El 13 TV remain influential in shaping public opinion. Newspapers like Clarín, Infobae, and La Nación maintain significant readership, though most of their audiences now access content online with print circulations declining over the years.
At the same time, public trust in the media can be low, with many outlets perceived as politically polarised. As a result, Argentines often cross-check stories across multiple sources to verify information before forming opinions.
For international organisations, this creates both opportunities and risks. Campaigns can reach wide audiences through traditional channels, but they must be crafted with credibility and transparency in mind . At Sherlock Communications, we help clients build relationships with trusted journalists and combine traditional and digital strategies to ensure messages are both visible and trusted.
Argentina’s media landscape is marked by a blend of traditional habits and digital adoption, with notable differences by region and city.
People continue to consume traditional media extensively, particularly television news and radio shows. Channels such as Todo Noticias (TN), C5N, América, and El 13 TV remain influential in shaping public opinion. Newspapers like Clarín, Infobae, and La Nación maintain significant readership, though most of their audiences now access content online with print circulations declining over the years.
At the same time, public trust in the media can be low, with many outlets perceived as politically polarised. As a result, Argentines often cross-check stories across multiple sources to verify information before forming opinions.
For international organisations, this creates both opportunities and risks. Campaigns can reach wide audiences through traditional channels, but they must be crafted with credibility and transparency in mind . At Sherlock Communications, we help clients build relationships with trusted journalists and combine traditional and digital strategies to ensure messages are both visible and trusted.
Content preferences in Argentina are divided. On traditional TV, local shows continue to dominate, while on streaming platforms, audiences are being increasingly drawn to international content, with variations by platform, genre and demographic group.
What sets Argentina apart is its homegrown streaming industry. While other larger Latin American markets often focus on esports, gaming or music channels, Argentina has pioneered original political and entertainment programming designed specifically for digital audiences. These channels have built enormous followings for both live and on-demand content, showing streaming is not just an add-on but a central part of the media ecosystem.
Examples include TN Stream, which has more than 4.8 million subscribers for political content, and OLGA Stream, which draws 1.9 million subscribers with entertainment programming. Together, they illustrate Argentina’s ability to generate some of the largest digital audiences in the world.
For international organisations, this presents opportunities to go beyond traditional broadcast platforms. Campaigns that engage with Argentina’s homegrown streaming networks can tap into highly engaged, loyal audiences, but success depends on cultural fluency and the right storylines.
What sets Argentina apart is its homegrown streaming industry. While other larger Latin American markets often focus on esports, gaming or music channels, Argentina has pioneered original political and entertainment programming designed specifically for digital audiences. These channels have built enormous followings for both live and on-demand content, showing streaming is not just an add-on but a central part of the media ecosystem.
Examples include TN Stream, which has more than 4.8 million subscribers for political content, and OLGA Stream, which draws 1.9 million subscribers with entertainment programming. Together, they illustrate Argentina’s ability to generate some of the largest digital audiences in the world.
For international organisations, this presents opportunities to go beyond traditional broadcast platforms. Campaigns that engage with Argentina’s homegrown streaming networks can tap into highly engaged, loyal audiences, but success depends on cultural fluency and the right storylines.
Argentina’s media landscape is a picture of contrasts. While over 90% of the population is active on social media (Statista), traditional radio still reaches more than 70% weekly. To succeed, brands need to navigate this dual environment with integrated strategies tailored to different audience segments.
Argentina’s media landscape is a picture of contrasts. While over 90% of the population is active on social media (Statista), traditional radio still reaches more than 70% weekly. To succeed, brands need to navigate this dual environment with integrated strategies tailored to different audience segments.
WhatsApp dominates as the primary channel for communication and news. Instagram and TikTok shape trends, consumer behaviour and even political debates, while X (formerly Twitter) remains key for journalists, politicians and opinion leaders. YouTube continues to drive entertainment and alternative news.
Facebook is still used, mainly outside Buenos Aires and by older demographics, but it plays a smaller role than the other platforms.
Argentina’s homegrown streaming culture also intersects with this demographic. Luzu Stream, with 2.38 million subscribers, has pioneered collaborations with traditional TV productions, while Blender (501K subscribers) and Gelatina (586K subscribers) are leading platforms for political content, influencing public discourse well beyond their digital audiences.
WhatsApp dominates as the primary channel for communication and news. Instagram and TikTok shape trends, consumer behaviour and even political debates, while X (formerly Twitter) remains key for journalists, politicians and opinion leaders. YouTube continues to drive entertainment and alternative news.
Facebook is still used, mainly outside Buenos Aires and by older demographics, but it plays a smaller role than the other platforms.
Argentina’s homegrown streaming culture also intersects with this demographic. Luzu Stream, with 2.38 million subscribers, has pioneered collaborations with traditional TV productions, while Blender (501K subscribers) and Gelatina (586K subscribers) are leading platforms for political content, influencing public discourse well beyond their digital audiences.
Radio, print and TV still play an important role, complemented by Facebook as a primary news and information source. According to NapoleonCat, in August 2025 31% of Facebook users in Argentina were aged 45 or more, underlining the platform’s ongoing relevance for older demographics.
For international organisations, this means one-size-fits-all strategies won’t work. Campaigns must reflect the split between younger, digital-first audiences and older groups still influenced by traditional channels.
Argentina is a highly mature digital market, but traditional media still plays a major role. and the balance between the two shifts significantly by region.
Argentina is a highly mature digital market, but traditional media still plays a major role. and the balance between the two shifts significantly by region.
In Buenos Aires and the wider AMBA region, audiences skew younger and more connected. TikTok and Instagram drive much of the conversation, though print and broadcast outlets continue to influence the national agenda.
In Buenos Aires and the wider AMBA region, audiences skew younger and more connected. TikTok and Instagram drive much of the conversation, though print and broadcast outlets continue to influence the national agenda.
In medium urban areas such as Salta, Córdoba, Rosario, Mendoza, and Tucumán, local newspapers and radio remain influential, while Facebook and WhatsApp groups dominate community-level news circulation, shaping opinions at the local level.
In smaller towns and rural areas, radio and Facebook serve as the main sources, supplemented by WhatsApp groups that share both local and national news.
For international organisations, this fragmentation means there is no single communications playbook for effective campaigns in Argentina. Buenos Aires is trend-driven and multiplatform, while the provinces lean more heavily on traditional media and community platforms. At Sherlock Communications, we help clients tailor strategies city by city, ensuring messages resonate with audiences in each location.
In smaller towns and rural areas, radio and Facebook serve as the main sources, supplemented by WhatsApp groups that share both local and national news.
For international organisations, this fragmentation means there is no single communications playbook for effective campaigns in Argentina. Buenos Aires is trend-driven and multiplatform, while the provinces lean more heavily on traditional media and community platforms. At Sherlock Communications, we help clients tailor strategies city by city, ensuring messages resonate with audiences in each location.
In Argentina, effective communication often relies on humour and cultural references drawn from everyday life including football, the economy and shared daily struggles. Even serious institutions frequently use irony to build rapport with audiences, reflecting how memes, jokes and sarcasm have become central tools for communicating topics from politics to sport.
For brands, this means that clever, tongue-in-cheek messaging is often more impactful than literal or overly formal slogans. When done with respect, humour helps campaigns feel authentic, human and in tune with local dynamics, while still maintaining credibility.
Ultimately, the most valuable campaigns in Argentina are those that feel like they are talking with people, not at them: blending creativity with cultural fluency to earn trust and engagement.
In Argentina, effective communication often relies on humour and cultural references drawn from everyday life including football, the economy and shared daily struggles. Even serious institutions frequently use irony to build rapport with audiences, reflecting how memes, jokes and sarcasm have become central tools for communicating topics from politics to sport.
For brands, this means that clever, tongue-in-cheek messaging is often more impactful than literal or overly formal slogans. When done with respect, humour helps campaigns feel authentic, human and in tune with local dynamics, while still maintaining credibility.
Ultimately, the most valuable campaigns in Argentina are those that feel like they are talking with people, not at them: blending creativity with cultural fluency to earn trust and engagement.
Working with a local agency partner in Argentina means more than simply understanding consumer behaviour, it’s about navigating the full cultural, economic and media ecosystem. At Sherlock Communications, we combine broad strategic thinking with hands-on engagement in the local market, ensuring campaigns are rooted in real context rather than assumptions.
Our team works directly with the journalists, influencers and opinion leaders who shape public debate, delivering messages that are concise, relevant and credible. This approach allows us to create campaigns that not only reach wide audiences but also deliver targeted impact in sectors where Argentina plays a global role, such as energy, fintech, mining, agriculture and its vibrant cultural industries.
For international organisations, this means less risk, more credibility, and communications that resonate authentically with Argentine audiences.
Working with a local agency partner in Argentina means more than simply understanding consumer behaviour, it’s about navigating the full cultural, economic and media ecosystem. At Sherlock Communications, we combine broad strategic thinking with hands-on engagement in the local market, ensuring campaigns are rooted in real context rather than assumptions.
Our team works directly with the journalists, influencers and opinion leaders who shape public debate, delivering messages that are concise, relevant and credible. This approach allows us to create campaigns that not only reach wide audiences but also deliver targeted impact in sectors where Argentina plays a global role, such as energy, fintech, mining, agriculture and its vibrant cultural industries.
For international organisations, this means less risk, more credibility, and communications that resonate authentically with Argentine audiences.
At Sherlock Communications, we combine media relations with a deep understanding of digital behaviour, offering SEO, link building and targeted social media strategies that drive visibility where it matters most. Our approach spans traditional and emerging platforms – from broadcast TV to the newest digital channels – ensuring brands truly connect with audiences across Argentina.
Through our research unit, Broadminded, we provide market trends, audience analysis and opinion studies that power more informed planning. Our regular eBooks on consumer trends and digital behaviour in Latin America have become go-to resources for global organisations, helping them stay ahead of the curve and design campaigns that both resonate locally and deliver measurable impact.
We also support the development of CSR programmes that align with local values, engaging directly with communities so that relationships are authentic and add lasting value to brands. Beyond client work, we dedicate our team’s time to pro bono projects that drive positive social change, partnering with organisations focused on diversity, gender and inclusion.
Whether launching a large-scale brand campaign or creating standout content with leading influencers, we approach every project with the same mix of creativity, cultural insight and strategic rigour with the goal of achieving real, measurable results.
