Knoxville’s Tombras Expands Internationally with Acquisition of Argentine Agency Niña
Knoxville, Tennessee – Tombras, the independent advertising agency based in Knoxville, has made a significant leap into the global arena by acquiring Niña, a well-known creative agency located in Buenos Aires, Argentina. The deal was finalized on August 14, marking a notable expansion for Tombras, which has its roots in Knoxville since 1946.
Heading South: A Unique Global Move
While many advertising agencies typically look to Europe for expansion, Tombras has chosen to venture into Latin America, an area recognized for its rich creative talent. The newly formed entity will operate under the name TombrasNiña, with the current leadership team from Niña – co-founders Gonzalo Vecino, Pablo Álvarez Travieso, and Pablo Panigatti – continuing to lead operations in Argentina. Jeff Benjamin, the chief creative officer at Tombras, will oversee global creative strategies.
This acquisition brings Niña’s 55 employees into Tombras’ existing team of 450, contributing to a total workforce that now exceeds 500 across both countries. Tombras is not relocating their headquarters from Gay Street in Knoxville and will continue using their current name in the U.S. “We’re very committed to staying in Knoxville, from a headquarters perspective, permanently,” stated Dooley Tombras, the president of the agency.
A Legacy of Connection to Argentina
The Tombras family has a personal connection with Argentina, dating back to fishing trips taken by Dooley’s father and grandfather. It is a sentiment that makes this global expansion even more special for Dooley, who remarked, “This would blow his mind,” in reference to his grandfather who passed away in 1990. “He loved Argentina, and he would be blown away by this.”
Clients and Creative Growth
Tombras serves an impressive client roster that includes notable East Tennessee businesses like Altar’d State, Bush’s Beans, and Food City, along with recognizable national and international brands such as FritoLay, Rolls-Royce, and Spirit Airlines. Niña, founded in 2012, has its own impressive clientele, including Bacardi, Disney, and Under Armour. Their diverse operations in Panama and multiple specialized business units strengthen their market presence.
Why Choose Argentina?
The decision to look towards Argentina for expansion gained traction after Tombras leadership recognized the country’s robust advertising talent. During interactions with Tombras, Chief Technology Officer Juan Tubert inquired about the prospects of Argentina as a potential market, igniting initial considerations. The question was raised again by another executive in the subsequent year, emphasizing an eagerness to explore opportunities in this vibrant market.
The dynamic between Tombras and Niña was described as having immediate chemistry. Argentina’s reputation for exceptional creativity, highlighted by its success at the renowned Cannes Lions awards, further solidified the decision. This partnership allows Tombras to enhance its abilities to cater to Spanish-speaking clients and create a broader portfolio.
A Bright Future Ahead
According to Gonzalo Vecino, the executive creative director at Niña, joining forces with Tombras is a transformative step for the agency: “We have always prided ourselves on our creativity and innovation, and now, with access to Tombras’ resources, we are poised to elevate our work to unprecedented heights.”
The collaboration will implement a hub-and-spoke model, meaning that talent from both locations will work together on various client projects, establishing a strong interconnection between Knoxville and Buenos Aires. Dooley Tombras has even taken the initiative to learn Spanish using Duolingo, reflecting his commitment to fostering this new partnership.
Rich History and Culture
Tombras was established by Charlie Tombras Sr. in 1946 after he departed from the Knoxville Utilities Board. The agency has evolved over the decades, shifting from a local firm to a nationally recognized player, handling campaigns for major brands such as McDonald’s and launching unique programs like MoonPie’s campaigns during solar eclipses.
The plans for Niña emphasize a cultural exchange, with Dooley hinting at introducing a bit of Tennessee flavor to the new office, stating, “Moon Pies will be making their way to Argentina.”
As Tombras steps onto the global stage, they remain anchored in their Knoxville roots while aiming to bring creativity and innovation to a wider audience.
