Strategy Consultancy, Always On Communication, Branded Content
About the project
MICA (Mercado de Industrias Culturales Argentinas) was created as a public initiative to strengthen and promote Argentina’s cultural industries, fostering production, visibility, and international exchange. Since 2011, it has become the leading cultural market in Latin America, replicated in multiple countries.
For this project, we translated institutional objectives into a comprehensive brand and communication strategy. We structured a user-centered methodology — defining key messages, action pillars, and brand attributes — and delivered detailed frameworks that guided the implementation.
As part of the Always-On plan, we positioned MICA as a living digital space for cultural creators. We developed monthly content calendars and managed end-to-end production to keep the brand active and connected with audiences nationwide.
This sustained communication approach helped expand the community and measure engagement, ensuring long-term digital growth.
Client
Ministerio de Cultura de la Nacion Argentina
Services
Strategy Consultancy, Always On Communication, Branded Content
Year
2022
About the client
MICA (Mercado de Industrias Culturales Argentinas) is one of the largest public initiatives for the promotion of creative industries in Latin America.
Created by Argentina’s Ministry of Culture, MICA operates as a national platform that connects artists, entrepreneurs, and cultural organizations across fifteen different sectors — from music, audiovisual production, and design, to performing arts, literature, and digital media.
The program’s mission is to strengthen Argentina’s cultural economy through visibility, professionalization, and export.
It provides training, networking opportunities, and access to international markets, while promoting federal inclusion and sustainable growth throughout the country.
Over time, MICA has evolved from a biennial event into a permanent digital ecosystem, active year-round through its online platform and regional editions.
This transformation reflects a new understanding of culture not only as an artistic force, but as a strategic driver for economic and social development.
