Knoxville’s Tombras Takes Bold Step into Global Market with Acquisition of Argentine Agency Niña

Knoxville’s Tombras Expands Globally with Acquisition of Argentine Agency Niña

Knoxville, TN – In a groundbreaking move for the local advertising scene, Tombras, a well-respected independent advertising agency based in Knoxville, has officially gone international. The agency has acquired Niña, a prominent creative firm located in Buenos Aires, Argentina. The deal was finalized on August 14, marking a significant step in the company’s aim to establish a global presence.

Tombras, which has been a staple in Knoxville’s business community since its founding in 1946, is stepping into one of Latin America’s most vibrant creative markets with this strategic acquisition. The 55-person team from Niña will continue to operate under the name TombrasNiña and will be guided by its co-founders: Gonzalo Vecino, Pablo Álvarez Travieso, and Pablo Panigatti. The agency will continue to thrive while also integrating into Tombras’ larger workforce of 450 employees, further building on its reach and resources.

Commitment to Knoxville

The president of Tombras, Dooley Tombras, expressed his excitement about the acquisition, highlighting how rare it is for an independent agency, particularly one from Knoxville, to venture into the global market. “We are very committed to staying in Knoxville, from a headquarters perspective, permanently,” he stated. The agency is known for its creative campaigns for popular brands like MoonPie, FritoLay, and UT Medical Center.

Argentina is not only a business opportunity; it holds sentimental value for the Tombras family. Dooley shared that his family has a long-standing history with Argentina, stemming from fishing trips that his grandfather and father took years ago. Reflecting on how proud his grandfather would be, Dooley added, “This would blow his mind.”

Why Argentina?

Though Tombras had long wanted to expand its global footprint, finding the right location took time. Initially, the agency focused on enhancing its presence in the U.S., opening new offices in cities like New York, Atlanta, and Charlotte. However, the pressing question remained: where to go next? The answer came unexpectedly when Chief Technology Officer Juan Tubert suggested Argentina on his first day at Tombras back in 2022. Tombras had not considered Argentina before, but the chemistry between Tombras and Niña was immediate once introductions were made.

Tombras’ leadership team recognized Argentina as a hub of creativity, evident by its impressive showing at international awards like Cannes Lions. This acquisition offers Tombras critical access to Spanish-speaking markets while allowing Niña to tap into a broader US client base.

Strengthening the Partnership

Gonzalo Vecino, one of the co-founders at Niña, shared his enthusiasm about the partnership, stating, “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 US network, we are poised to elevate our work to unprecedented heights.”

The collaboration aims to maximize talent and creativity across both firms. With a hub-and-spoke model in place, employees from Knoxville will now work on campaigns for former Niña clients, and vice versa. This integration is set to enrich the creative output for both agencies.

A Taste of Tennessee in Argentina

As Tombras makes strides in Argentina, there are plans to carry a piece of Knoxville into the new office. “I can confirm we will be exporting a little Tennessee flavor to the Buenos Aires office,” Dooley promised, hinting that MoonPies will be among the treats—an intriguing choice, given the agency’s playful ad campaigns surrounding the well-known snack.

Tombras’ ambitions don’t end here. The firm continues to set the bar high for agency standards in Knoxville and beyond, evidenced by its recent accomplishments, including a local educational initiative for advertising and public relations. As Tombras opens this new chapter, it remains dedicated to its roots even while it expands its influence on a global scale.

Author: HERE Knoxville