Knoxville Agency Tombras Expands Globally with Acquisition of Niña in Buenos Aires
Knoxville, Tennessee – In an exciting move that showcases its ambition, the independent advertising agency Tombras has made its first international foray by acquiring Niña, a well-known creative agency located in Buenos Aires, Argentina. The acquisition was completed on August 14, marking a significant milestone in Tombras’ journey since its founding back in 1946.
This strategic decision to expand into the Latin American market sets Tombras apart, as many agencies typically opt for European markets when pursuing global growth. Following this acquisition, Niña will now operate as TombrasNiña and will continue to be managed by its co-founders: Gonzalo Vecino, Pablo Álvarez Travieso, and Pablo Panigatti. The leadership team at Tombras does not plan to relocate or change its U.S. headquarters, which remains on Gay Street in Knoxville, with a workforce of around 300 employees.
A Legacy Beyond Borders
The Tombras family has a rich history tied to Argentina. Founder Charles “Charlie, Sr.” Tombras and his family had fond memories of fishing trips to the country. His grandson, Dooley Tombras, current president of the agency, is thrilled that the family legacy is now reaching international heights. “This would blow his mind,” Dooley remarked when reflecting on what his grandfather would think of this expansion, highlighting the family’s pride in maintaining their independence in a field increasingly dominated by larger, publicly traded agencies.
Building on Strengths
With this acquisition, Tombras expands its team from 450 to over 500 employees. Niña’s 55 professionals, known for their creativity and notable list of clients that includes Bacardi, Disney, and Under Armour, are joining the ranks of Tombras. The collaboration promises to bolster both companies, providing access to new opportunities in Spanish-language services and a broader client base.
One of the pivotal reasons for choosing Argentina was its vibrant creative market, which is recognized globally. Argentina has consistently excelled at the Cannes Lions, a prestigious awards event for creativity in the advertising industry. Niña’s four business units—Athletic, Blister, Deli, and Pink—focus on various sectors, making them well-positioned within the competitive landscape.
Recognizing Opportunities and Chemistry
The idea of moving into Argentina came from within Tombras when their Chief Technology Officer, Juan Tubert, suggested exploring options in Buenos Aires. Though initially overlooked, the thought resurfaced when executive creative director Avinash Baliga also pointed out the potential of expanding into the same market. The natural chemistry between Tombras and Niña was immediate, leading to this significant partnership.
Future Plans and Cultural Exchange
As the company moves forward, Dooley Tombras is already brushing up on his Spanish, eager to engage more with the local culture in Buenos Aires. He shared that the company is excited about bringing a piece of Knoxville to their new office, hinting at plans to introduce some local flavors like the famous MoonPies to their Argentine operations.
The history of Tombras reveals a legacy of innovation and community ties, starting with its roots in 1946 under the guidance of Charlie, Sr. The agency has evolved significantly over the decades, working with high-profile clients such as Altar’d State, Bush’s Beans, FritoLay, and Spirit Airlines. Their campaigns have garnered awards, including the recently acquired Cannes Lions for their creative marketing.
As Tombras continues to grow, they aim to not only uphold their Knoxville heritage but also to share it with partners abroad, creating a bridge of creativity and cultural exchange between the United States and Argentina.
