The opening of ISLA Mexico City marks a key milestone in the agency’s regional expansion.
Isla, an integrated communications agency founded two years ago in Buenos Aires, expands its network with the establishment of its third office — the other one is in Brazil — now in Mexico. The new office is called Isla Mexico City and is led by Mariano Serkin, the agency’s founder.
In conversation with *Campañas*, Serkin said he is very excited to continue building a path in Mexico City, where he will be based, with the goal of creating an office that brings together the best Mexican talent.
It is a creative agency, he explained, that works with a business‑consulting model, whose differential lies in combining research methodologies and consumer knowledge with creativity.
Serkin noted that what motivated them to open this office was the opportunity to work with Mexican talent, which he considers among the most inspiring in Latin America. To truly understand the Mexican consumer within the agency’s regional work for local and international brands, he added, it is essential to be part of Mexico’s culture.
They are also driven by the purpose of developing a new generation of marketers equipped to help face the major challenges of today. They are currently shaping their team, which will be announced soon.
The main challenge, he warned, is understanding the emotional stages consumers are going through due to the pandemic.
Their service offering begins with being a creative, integrated‑communications company, creating an agency model where diverse talent — from various fields and countries — converge to help build iconic brands.
In essence, they develop creative campaigns but with an omnichannel mindset where digital is the central nervous system of every campaign. They also work with traditional and non‑traditional media, always approaching brand strategy from a business perspective.
Isla Mexico City, the CEO explained, has actually been operating for a few months, but is now being officially presented. They are already working on the launch of a new Flamin’ Hot product line for PepsiCo’s snacks division.
Throughout his career, Mariano has led the creativity of Del Campo Saatchi & Saatchi in Argentina, and later Saatchi & Saatchi Europe. Finally, he explained that the name Isla comes from the desire to create a space where brands that people desire can be created — an “island” of creativity and purpose.