Knoxville’s Tombras Takes a Bold Step into Global Advertising
Knoxville, Tennessee — In a significant move, Tombras, an independent advertising agency based in Knoxville, has expanded its horizons by acquiring the Buenos Aires creative firm known as Niña. The acquisition, finalized on August 14, marks a major milestone in Tombras’ journey toward becoming a global player in the advertising industry.
What the Acquisition Means
The newly combined entity will operate under the name TombrasNiña in Argentina. Niña co-founders Gonzalo Vecino, Pablo Álvarez Travieso, and Pablo Panigatti will continue to lead the Buenos Aires branch while Jeff Benjamin, the chief creative officer at Tombras, will oversee global creative strategies. This acquisition adds 55 talented employees from Niña to Tombras’ existing team of 450, transforming the family company into a workforce of over 500 members.
Despite this expansion, Tombras remains firmly rooted in Knoxville, with no plans to change its Gay Street headquarters or its name in the U.S. market. “We’re very committed to staying in Knoxville, from a headquarters perspective, permanently,” said Dooley Tombras, the agency’s president.
A Personal Connection
The Tombras family has long had an affection for Argentina. The founder, Charles Tombras, was known to enjoy fishing trips in the country. Dooley Tombras reflected on how his grandfather would be amazed to see the family business competing on a global scale. “This would blow his mind,” he recalled. “He loved Argentina, and he would be blown away by this.”
Why Argentina?
The decision to venture into Argentina came after multiple suggestions from within the Tombras leadership team. The agency had been considering international expansion for years and had already opened offices in New York City, Atlanta, Charlotte, and Washington, D.C. On two separate occasions, leaders within the company proposed Argentina as a potential market, ultimately sparking deeper investigation.
After establishing a connection with Niña, the chemistry between the two teams was undeniable. “I’m a big believer that sometimes, if things get too complicated, they’re not worth doing in business. And when things start to feel really easy and natural, it’s a sign that it’s going to work,” Dooley Tombras stated.
Niña’s Renowned Reputation
Founded in 2012, Niña has built a strong reputation and works with high-profile clients like Bacardi, Disney, Nvidia, and Under Armour. With operations not only in Buenos Aires but also in Panama, Niña specializes in four distinct business units: Athletic, Blister, Deli, and Pink, each focusing on unique service offerings.
By joining forces with Tombras, the team at Niña stands to benefit from a more extensive U.S. client base and resources, while Tombras gains creative talent and connections in Latin America. “Joining forces with Tombras is a momentous step for us,” Vecino commented. “We have always prided ourselves on our creativity, and now, with access to Tombras’ resources and U.S. network, we are poised to elevate our work to unprecedented heights.”
A Bright Future Ahead
The collaboration will allow employees in Knoxville to work on campaigns for former Niña clients, and vice versa. As the company embarks on this new venture, Dooley Tombras is even brushing up on his Spanish, using apps like Duolingo to prepare for communication with the Buenos Aires team.
Tombras was established in 1946 by Charlie Sr. and has evolved dramatically over the decades. The agency has acquired accolades for campaigns, including the promotion of MoonPie around major events such as solar eclipses. Moving forward, the goal remains to keep a close connection to its Knoxville roots while expanding internationally.
As Tombras spreads its wings globally, it plans to infuse the essence of Tennessee into its overseas offices. “I can confirm we will be exporting a little Tennessee flavor to the Buenos Aires office,” Dooley Tombras noted with a smile. “Moon Pies will be making their way to Argentina.”
This strategic acquisition underscores Tombras’ vision for growth while honoring its deep-rooted family heritage.
