Buenos Aires is the Paris of South America. The Argentine capital’s
tree-lined boulevards and squares are dotted with cafes, giving it a
distinctly European flavour. But that’s where the similarities end,
warns Gillian Pollock, managing director of Initiative Media Argentina,
who has worked there for three years.
’It feels like Europe and even looks like it, but after a week you
realise it’s definitely not. It certainly doesn’t keep to a European
timetable. People do things at their own pace and you have to find your
own way to deal with that, or you’ll go crazy.
’At the moment, adspend is down but some sectors remain healthy. Procter
& Gamble launched Ariel and Bold here this year and, as one of our key
clients is Unilever, we’ve found ourselves in the middle of a detergent
’The city is clean and pollution is relatively low compared with other
cities in the region. It’s also safer than Mexico City or Sao Paulo. You
can walk home at night if you live in the right area, although lack of
security is becoming a big issue.
’You can’t work here if you don’t speak Spanish, preferably with an
Italian accent. And it’s a struggle if you’re a vegetarian because
everyone eats beef, which is of a fantastic quality. Because so many
Italians settled here, I think Buenos Aires has the best pasta, pizza
and ice-cream in the world. People are generally very stylish, but it’s