THE MARKETINGDEPARTMENT'SRIGHT HAND

Mashin is a full-service marketing and communications agency founded in 1999 in Argentina. It operates in 8 countries across the Americas and Europe: Argentina, Chile, Colombia, Spain, the United States, Guatemala, Mexico and Uruguay.

That own model, the Mashin Model, combines a strategic core that understands the challenge, designs the solution and directs the execution with a network of more than 150 specialized partners. That is how projects get solved that cut across several disciplines (strategy, creative, media, gaming, influencers, events, technology) with a single contract, a single point of contact and a single party accountable to the client.

In practice, Mashin's main service is integration: choosing which specialties your brand needs right now and ruling out the ones it does not, instead of always applying the same tools to any problem.

You can hire a single service.

Many clients hire Mashin for one specific area of their brand (an influencer campaign, an event, social media management) and others for a cross-cutting view. Both are common.

Even in a narrowly scoped project, Mashin's proposal includes what was evaluated and ruled out: that is #TacticNeutral, the commitment to recommend the tactic that solves the problem, with no bias toward whichever service it would suit to sell. If your problem needs something different from what you came looking for, you will be told: the final decision is always yours.

Mashin charges in three ways, depending on the type of work: a monthly fee, a per-project price or a commission on media spend.

The monthly fee is used when there is ongoing work with a dedicated team. The per-project price applies to an event, a launch or a campaign with a clear start and end. The commission on spend applies when Mashin manages the media buying. Mixed projects combine these schemes, defined in the first conversation, once the scope is understood.

The budget for each project is defined by its scope and the specialists it requires, not by a fixed entry rate that would leave some challenges out. That is why Mashin works both with one-off, time-bound activations and with ongoing accounts sustained for years: Topper since 2008, Banco Galicia since 2009, Motorola since 2010 and Riot Games since 2016 are proof the model works at both extremes. The network of more than 150 partners across 8 countries lets Mashin scale the team up or down according to what the available budget can sustain, without giving up the single strategic direction of the Brand Developer in charge.

Day to day, you work with a Brand Developer, the role that concentrates your project's accountability within Mashin. The Brand Developer coordinates the specialists from the network of more than 150 partners who work on your account, whether your project runs through Activations and Events, Influencer Marketing, Gaming & Brands or B2AI, and holds a single strategic direction in front of you at every stage.

Instead of multiplying points of contact as the team of specialists involved grows, this role groups them behind a single voice, so the project's complexity stays on this side, not on your brand's.

After the first contact, Mashin diagnoses which specialists your challenge needs within its network of more than 150 partners across 8 countries and builds the specific team to solve it, instead of assigning a generic team from the start. That diagnostic stage decides whether the project calls for a one-off activation, an Influencer Marketing campaign, a Gaming & Brands strategy or a combination of several fronts at once. A Brand Developer is put in charge of coordinating that team and sustaining a single strategic direction throughout the project, from the first brief to measuring the result.

Yes, Mashin has an office and works in eight countries: Argentina, Chile, Colombia, Spain, Guatemala, Mexico, Uruguay and the United States. The network of more than 150 specialized partners adds local capacity in each of those markets when a project requires it, whether for a seasonal activation, event coverage or an Influencer Marketing campaign built for a specific audience. That regional presence is what sustained cases like Motorola and Wild Rift or Grupo Modelo and Arcane in Mexico, and it is the same structure that a Brand Developer activates when your project needs to run in more than one country at the same time, without losing the single strategic direction that sustains it.

Mashin works with AI through B2AI, the practice that prepares brands and services to be understood and recommended by artificial intelligences, beyond traditional GEO and AEO. The advance of AI in marketing changed both how a brand is activated and the processes to manage it, and B2AI organizes that response into its own tools: a Brand Constitution that sets the direction for the message your brand puts out, Brand Echo Tracker to monitor how people see your brand and how AI tools recommend it, and X7 to analyze influencer profiles and match them to your brand development strategy. All under the same strategic direction that coordinates the rest of its services.