Meet the Argentine Agency That Left Network Life behind to Do Things ‘Together’
At the back end of 2019, Santiago Puiggari, Lulo Calió and Luciano Landajo ended their partnership with the FCB Global agency network to re-launch a new model of agency. Based in Buenos Aires, TOGETHER is geared to service clients in the US and Mexico. According to the press release at the time, the business "is an agency model that reflects the way collaboration assisted by technology takes place across countries, languages and cultures". The team at TOGETHER curate top quality talent in Buenos Aires - creative, content, production, development and project management - and make it accessible to brands in the US and Mexico.
The agency is run by the same management team that was previously at the helm of FCB brand in Argentina - Santiago is the CEO, Lulo is CCO and Luciano is managing director. LBB's Addison Capper caught up with the trio to find out more about the agency model, the virtues of working together, and why being independent is so beneficial in 2020.
LBB> You were part of FCB for five years - what was the inspiration behind leaving the network and launching something independent?
Santiago> It really came from the need of our clients and changes in the industry. Big networks are not as effective for clients with hybrid solutions and fast changing needs. Our model is specifically built for how agencies and brands work today integrating ideas, technology and media.
LBB> And why TOGETHER- what inspired the name of the agency?
Lulo> Our experience has shown us that relationships matter more than ever today. Clients need a true partner, not a vendor, to help solve complex problems while working at an incredibly fast pace. We can do this best together. It is not a baton handoff, but problem solving with other people. We do it together, without ego.
LBB> What ethos have you launched the agency on? What does it stand for and what are you aiming to achieve?
Santiago> We think great relationships make great business. Outsourcing from the US has always been problematic - a black box with a rotating cast of talent. It’s often more headache and cost than it’s worth. At TOGETHER, we only deliver teams that are dedicated to our client’s work. This changes everything. We have the opportunity to build a relationship, to know the business and to proactively deliver solutions. And because of country economics, we can do this at a very, very attractive price for the US.
LBB> You've been operating for about three months now - how has it been so far? And what have you learned?
Santiago> The response has been a bit overwhelming to be honest. We anticipated that this would be a great solution for US clients but maybe underestimated the huge demand. It has allowed us to be a bit more selective and work with clients that are a great fit.
LBB> You're based in Buenos Aires but servicing clients in the US and Mexico - tell me more about how the business model works.
Luciano> Our clients hire dedicated teams based in Buenos Aires as extension of their team in US. We assemble the disciplines within each team to meet the deliverables. To have a full team of very high-quality talent dedicated to a client business is a big shift in outsourced thinking. We make the commitment to dedicated teams and the client commits to a year contract. It’s a win win for everyone.
LBB> What are the challenges of launching a global agency in Argentina?
Santiago> Filtering the many inquiries to make sure the client fit is as perfect as possible. We are not for everyone. We focus on direct relationships, very high quality and dedicated teams.
LBB> And what are the benefits?
Luciano> Argentina has some of the best creative and digital talent in the world. Right now is the absolute best time to outsource work here. Plus, for every client that hires one or more teams, we offer a house for them to stay right here in Palermo Hollywood. They can send members of their team down to work remotely for the winter in sunny Buenos Aires. It’s a fantastic benefit that deepens our relationship and helps our clients retain talent by offering a unique work experience outside the country - without losing productivity.
LBB> What kind of clients do you hope to work with moving forward?
Lulo> Good ones! We like clients that value partnership and want to build a relationship with us. And of course, the opportunity to do great creative work. We are very proud of the talent here and love to let them loose with good briefs. We love that we create work that puts them ahead of the competition. The clients that just want a cheap vendor and to work on projects at the last minute are not a good fit.
LBB> What can you tell us about the work that you launched for Jeep before Christmas? It was big, bold work - what does this campaign say about Together as an agency?
Lulo> I think it shows our range and fearlessness. We are clearly capable of big bold thinking as you see with Jeep, but are also quite adept at fast digital and social programs like our work for Netflix, ZonaJobs, Coca-Cola, and others. There is no shortage of great ideas here. Combined with our ability to execute and work within client parameters, it’s a magic combination.
LBB> 2020 will be your first full year as a business - what does it hold for you?
Santiago> A slow burn. We want to build quality relationships in a very smart way. We are very serious about assembling the right talent for our model so this takes some time and thought.
LBB> Any parting thoughts?
Luciano> Our house in Palermo Hollywood is always open. Come stay for a while and get to know us!
