Posicionamiento de marca en entornos digitales para la Agencia de Publicidad Punto 99

Abstract

Abstract: Advertising agencies face the challenge of adapting to a constantly evolving digital environment, where brand positioning is key to standing out from the competition. This research focused on developing effective strategies to strengthen the digital positioning of Punto 99, an Ecuadorian agency recognized for its creativity and innovative capacity. Through a mixed methodological approach, a comprehensive diagnosis identified opportunities and challenges in managing its social media and strategic communication. Additionally, the importance of storytelling and creativity as fundamental pillars to emotionally connect with audiences was analyzed. Finally, concrete actions were proposed to optimize internal processes, implement effective campaigns, and enhance its digital market presence, aligning these efforts with current marketing trends. In this way, Punto 99 can consolidate its position as a leading agency in the advertising field.