Miami, FL – Miami is now synonyms with Messi which has ushered in a wave of Argentine talent to the Sunshine state, everything from new Argentine meat houses to multimedia influencers, Miami is becoming little Argentina.
One of the creators behind much of the marketing behind this Argentinian take over is Gustavo Romano. In Argentina Romano is the lead creator of famous national brands such as Mercado Libre and the BC food conglomerate. The most recognized television commercials and online ads have Romano’s fingerprint on it.
“With Messi’s arrival to Florida, he brought with him all of Argentina and its most recognized brands,” says Romano.
Romano is now influencing how American brands are reaching the growing and financially affluent Argentine-American market. Advising brands big and small, Romano knows the Argentine consumer and the consumer knows Romano.
According to the US Census, in 2022, 8,000 Argentines became legal or naturalized permanent residents. Most of these settling in South Florida which is where Romano has focused his work.
“There is a two-way street in marketing to Argentines, those who live here in the US but have businesses in Argentina and those brands in Argentina doing business here in South Florida,” Romano shares.
For example, Romano has advised a large share of the more than 150 new restaurants opening in South Florida since 2021. From everything from creating logo to creating digital ad campaigns, Romano is building the Argentine brand.
“It is a season of exponential growth for the Argentine market in the U.S. and we are looking to build a sustainable future for our brands and consumers,” notes Romano.
The construction and real estate industry is also seeking the advice from Romano as more the 14th largest Hispanic group grows in leaps and bounds.
“We create ad campaigns focused on those consumers in Argentina who we know will likely immigrate in the near future, providing them the opportunity to already have a place to live and where their money can gain value,” explained Romano.
The growth of the economic strength of Argentinians is evident more than ever after Messi’s arrival to Major League Soccer, and all metrics suggest that the growth is on an upward trend for the foreseeable future, noted Romano.
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