Tombras has announced its acquisition of Niña, a creative agency based in Buenos Aires, Argentina. This strategic move signifies the Knoxville agency’s first major step into the international market, expanding its global footprint and tapping into the rich talent pool of Argentina’s creative industry.
The acquisition of Niña aligns with Tombras’ mission to combine data and creativity for impactful business results, while also broadening the agency’s reach beyond the United States. With the integration of the 55-person Buenos Aires-based shop, the agency will now operate in Argentina under the name TombrasNiña.
The leadership at Niña, including partners Gonzalo Vecino (CCO LATAM), Pablo Alvarez Travieso (CCO LATAM), and Pablo Panigatti (Head of Business Development, LATAM), will continue to guide the operations. Jeff Benjamin, Tombras’ Global Chief Creative Officer, will oversee creative efforts worldwide.
Tombras chose Argentina for its reputation as a hub of vibrant creativity and exceptional talent. Buenos Aires, in particular, is known for producing award-winning work that sets global standards in advertising. The acquisition of Niña is expected to inject fresh perspectives and creative approaches into Tombras’ portfolio, strengthening the agency’s competitive edge on a global scale.
Tombras’ leadership team is no stranger to the Latin American market. Juan Tubert, Chief Technology Officer at Tombras, played a pivotal role in establishing R/GA Buenos Aires, the agency’s first presence in a Spanish-speaking market. Similarly, Avinash Baliga, Executive Creative Director at Tombras NY, spent five years as Creative Director at Mother Buenos Aires, where he led high-profile campaigns.
“It’s a milestone for the agency to be taking the first big step in our global expansion,” said Dooley Tombras, President of Tombras. “It’s inspiring to be doing it with incredibly talented partners who share our values and ambitions. Together we are going to do great things, and we are so excited to welcome Niña into the Tombras family.”
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Founded in 2012, Niña has made a name for itself as an award-winning creative agency, with a client roster that includes Bplay, Disney, ABInBev, Under Armour, Banco Patagonia, Bumeran, Bacardi, Omint, Fenix Entertainment Group, and Farmacity, among others.
Gonzalo Vecino of Niña expressed enthusiasm about the partnership: “Joining forces with Tombras is a momentous step for us. We have always prided ourselves on our creativity and innovation, and now, with access to Tombras’ resources and U.S. network, we are poised to elevate our work to unprecedented heights.”
With recent expansions in the U.S. to cities like New York, Atlanta, and Washington, D.C., the establishment of TombrasNiña marks the agency’s first international outpost. The combined total headcount for Tombras now exceeds 500, solidifying its status as a significant player in the global advertising arena.
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