Services
What Mashin does: the nine service areas
Mashin offers services in nine areas, from strategy and brand to product and space, and in each project first decides which of those areas the brand needs and which it does not.
The main service is not on this list
A long catalog can be read in two ways: as a menu to choose from, or as a trap, because the more an agency offers, the more incentive it has to oversell you. Mashin uses it the other way around: knowing the full map of disciplines is what lets it rule things out with judgment and recommend only what the brand needs at each moment.
That is why every proposal includes what Mashin decided not to do, and why. This is #TacticNeutral: the problem picks the tool, never the portfolio.
Most projects use three or four of the areas below. None uses them all.
01 Strategy and brand
Mashin defines what a brand says and why before it communicates: positioning, architecture, identity, naming and Brand Constitutions.02 Creativity and content
Mashin takes the idea all the way to the finished piece: integrated campaigns, art direction, copywriting, content strategy and audiovisual production.03 Media and performance
Mashin takes the brand to the people who matter and proves it with data: media planning and buying, programmatic, paid social, SEO, AEO and GEO, and Media4Equity.- Social, community and influencers is Mashin's area for the spaces where the brand stops talking alone: social media marketing, community management, influencer marketing, creator content and social listening.
ED INSTALACIONES
Eccole Mexico
ALEXIS MOYANO
Lenovo Argentina
DAVID OSPINA
Motorola Colombia
- Mashin has worked in gaming and esports in Spanish-speaking America for more than ten years. Its relationship with Riot Games began in 2016 with the communications for the Liga Latinoamérica Norte of League of Legends. Other clients with gaming projects are Activision (since 2021) and Lenovo, with Gamer's Town at Gamergy México 2024. The area also includes gaming marketing, esports (teams, leagues and tournaments), streaming and creators, and in-game integrations.
MOTOROLA AND WILD RIFT
Mexico
GRUPO MODELO AND ARCANE
Mexico
ACTIVISION AND GRUPO HERDEZ
Mexico
- Experiences and events is Mashin's area for what happens when the brand takes place in a physical location: brand activations, event production and logistics, trade marketing, retail experience and sponsorships.
VERANO
Movistar Argentina
EXPOAGRO
Banco Galicia Argentina
07 Digital, commerce and technology
Mashin builds the places where the brand is used and bought: web and app development, UX/UI, eCommerce, CRM and marketing automation, and data and applied AI.08 Communications and reputation
Communications and reputation is Mashin's area for what is said about the brand when the brand is not the one speaking: public relations, corporate communications, crisis management, public affairs and employer branding.09 Product and space
Mashin designs how the brand looks and feels off the screen: packaging, industrial design, merchandising, retail and licensing.
Layers that run across everything
Regional, B2B and regulated categories, data and measurement, and triple impact are the layers Mashin works across the nine areas.
In the regional layer: localization, transcreation and coordination of multi-market campaigns. In B2B and regulated categories: demand generation, ABM and training for marketing teams. In data, measurement and AI: brand monitoring in LLMs, sentiment analysis and custom dashboards. In triple impact: circular economy, carbon footprint measurement and partnerships with NGOs.
In-house tools and practices
- X7
X7 is Mashin's tool that analyzes influencer profiles and matches them to the brand's strategy. The recommendation is generated by AI agents using the same criteria for every brand.
- BET
Brand Echo Tracker (BET) is Mashin's tool that monitors how people talk about a brand and how AI tools recommend it. It works on the Golden Cycle framework, which measures more than 50 variables across three axes: the brand's message, the audience's response and the image that AIs build.
- BET/M
BET Markets measures how AI platforms prioritize the brands in a category in a country or a region.
- B2AI
B2AI is Mashin's practice that prepares brands and services to be understood and recommended by AIs, beyond GEO and AEO. It includes writing Brand Constitutions, the document that sets the direction for a brand's message.
What is not on this list
When a client asks for a discipline Mashin does not handle yet, it finds the partner or the capability it takes and adds it to its network. The only exceptions are requests that compromise the brand's reputation or involve a risk that cannot be contained.
Mashin commits to incorporating that discipline in the short or medium term, adding the partner or the capability it takes. It is the only way to keep the promise of recommending what the problem needs: an agency that only offers what it already knows how to do is not neutral; it is selling its inventory.