Minimalist Agency: Driving U.S. Brands to Market Leadership in Mexico
Minimalist Agency helps U.S. and international brands expand into Mexico and LATAM with data-driven marketing strategies.
By
Aug 13, 2025
NATIONWIDE - AUGUST 2025 - (USAnews.com) — In 2015, Rigel Barros founded the Minimalist Agency. Shortly after, Alexis Soubran joined as CEO and partner. Along with partners Omar Osorio and Marlon Vázquez, directors of their respective areas, they recognized an opportunity that many marketers overlooked: Mexico and Latin America were burgeoning markets for global brands, but most businesses struggled to adapt their marketing approaches to effectively reach local audiences. From this insight, Minimalist Agency was born, a performance and influencer marketing agency designed to bridge the gap between global brands and the Mexican market. Over the years, the agency’s innovative, results-oriented campaigns have set new standards in the marketing industry. What started as a vision is now a leading agency known for its market entry expertise and proven track record of success.
The Foundation of Minimalist Agency: A Focus on Performance
Before joining Minimalist, Alexis had extensive experience in global marketing, where he saw firsthand how many brands struggled when trying to expand into new regions. “The challenge isn’t just translation; it’s transformation,” he explains. “Global brands often fail in Mexico and LATAM because they don’t truly understand the local market dynamics—cultural nuances, consumer behaviors, and the right platforms to use.”
Minimalist Agency set out with one guiding principle: performance. At a time when digital platforms were rapidly evolving, the agency recognized the opportunity to blend creativity with measurable, data-driven strategies. The goal wasn’t just to make brands look good in front of consumers but to drive real, tangible results in terms of conversions, revenue, and audience engagement. This dual focus on creativity and measurable outcomes quickly helped Minimalist stand out in a crowded market.
Overcoming Early Challenges and Gaining Traction
The road to success wasn’t without obstacles. In the early days, convincing large global brands to work with a relatively unknown agency presented a significant challenge. Minimalist had to prove its ability to not only execute effective campaigns but to deeply understand how to adapt those campaigns to resonate with local Mexican and LATAM audiences.
One of the agency’s key breakthroughs came through their work with global brands like SharkNinja, AMD, Bitso and Zeekr. For example, SharkNinja’s TikTok-first campaign in Mexico proved incredibly successful, leveraging the platform's viral potential to engage audiences in a way that felt organic and culturally relevant. The campaign went far beyond product promotion—it built community engagement, turning the brand into a household name.
Alexis Soubran and Rigel Barros
Minimalist’s success with influencer marketing also played a key role in building the agency’s reputation. By selecting the right creators and influencers based on data, not vanity metrics, they ensured that the brand message would reach the right audience. Alexis emphasizes, “Influencer marketing in Mexico requires a tailored approach. It’s not just about reaching large follower counts; it’s about finding influencers who truly connect with the brand’s target demographic.”
Achieving Industry Recognition: A Major Milestone
As Minimalist celebrates its 10th anniversary in 2025, the agency has achieved significant recognition within the marketing industry. It has secured partnerships with major platforms such as Google, Meta, and TikTok, making it one of the first agencies in Latin America to be named a TikTok Marketing Partner. These strategic alliances grant Minimalist access to cutting-edge tools and beta features that help the agency stay ahead of the curve.
In addition to these key partnerships, Minimalist’s work with brands such as HiPP Organic and AMD has been pivotal in showcasing the agency’s capabilities. For example, the agency’s efforts helped HiPP Organic become the #1 seller in its category on Amazon Ads, while a multi-market performance strategy for AMD drove significant sales growth across Mexico and LATAM. These examples illustrate Minimalist’s ability to not only help brands enter new markets but to help them establish a dominant presence.
The Minimalist Approach: Combining Global Expertise with Local Insights
Minimalist’s approach to marketing sets it apart from other agencies. While many agencies simply translate campaigns for new markets, Minimalist understands that success requires a deeper level of cultural adaptation. The agency tailors each strategy to the specific behaviors, preferences, and media habits of local audiences, ensuring that the message resonates and leads to real results.
This approach is exemplified by campaigns like SharkNinja’s TikTok campaign in Mexico, which was specifically designed to leverage the unique features of the platform while also aligning with local cultural trends. For AMD, Minimalist executed a campaign that blended performance media buying with an understanding of how the Mexican consumer engages with tech products, ultimately driving measurable sales.
Perhaps the agency’s most significant differentiator, however, is its ability to blend creativity with data-driven insights. The team at Minimalist uses analytics and performance metrics to continuously refine campaigns and maximize their effectiveness. Whether it's through influencer partnerships or media buying, every aspect of the strategy is optimized to ensure maximum return on investment (ROI).
What Makes Minimalist Different?
Minimalist stands out in the competitive marketing space because of its ability to combine global marketing best practices with deep local market knowledge. The agency’s team of over 40 certified specialists brings expertise in areas like performance ads, influencer marketing, and social listening. This allows them to offer a comprehensive, full-funnel approach that covers everything from awareness to conversion.
Minimalist’s unique methodology lies in its focus on performance marketing, influencer selection based on data, and an overarching commitment to producing campaigns that deliver measurable results. Whether for brands launching in Mexico for the first time or those looking to scale in the region, Minimalist tailors its approach to meet the specific needs of each client, ensuring that campaigns are both effective and culturally relevant.
The Minimalist Philosophy: Turning Creativity into Measurable Success
The success of Minimalist Agency is built on a philosophy that connects creativity with measurable outcomes. While many agencies focus on the aesthetics of marketing, Minimalist’s primary concern is delivering results—be it through viral campaigns, high-conversion influencer partnerships, or targeted media buying. This balance between creativity and performance ensures that brands don’t just look good—they succeed.
For Marlon and Omar, the agency’s mission is clear: “We don’t just want to help brands enter the market. We want them to succeed and scale. Our focus is on performance marketing that leads to sustainable growth.”
Marlon Vazquez (Performance Marketing Director) and Omar Osorio (Creative Director)
Conclusion: The Future of Marketing in Mexico and LATAM
Looking ahead, Minimalist Agency is well-positioned to continue leading the charge in performance and influencer marketing in Mexico and LATAM. The agency’s proven track record, its commitment to innovation, and its ability to combine creativity with data-driven strategies make it an invaluable partner for global brands looking to succeed in the region.
For brands seeking to expand their reach in Mexico and LATAM, Minimalist offers a proven path to success. The agency’s tailored approach ensures that campaigns are not only effective but culturally relevant, giving brands the tools and insights needed to thrive in one of the world’s most dynamic markets.
To learn more about how Minimalist can help your brand succeed in Mexico and LATAM, visit Minimalist Agency.
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