Tombras Begins Global Expansion Through Acquisition of Niña

Above:

Front Row (left to right):

Dooley Tombras, president, Tombras

Gonzalo Vecino, chief creative officer, LATAM, TombrasNiña

Back Row (left to right):

Juan Tubert, chief technology officer, Tombras

Avinash Baliga, executive creative director, Tombras

Pablo Alvarez Travieso, chief creative officer, LATAM, TombrasNiña

Silvina Otamendi, chief financial officer, LATAM, TombrasNiña

Jeff Benjamin, chief creative officer, Tombras

Pablo Panigatti, head of business development, LATAM, TombrasNiña

Luciano Lanajo, CEO, LATAM, TombrasNiña

Alice Mathews, CEO, Tombras

Independent global advertising agency Tombras announced today the acquisition of Niña, the renowned Buenos Aires hot shop. This strategic move aims to increase Tombras’ global footprint, taps the agency into the acclaimed Argentinian talent market, and provides new growth opportunities.

With this acquisition, the Knoxville, TN-based agency builds on its domestic expansion, enhancing its mission of connecting data and creativity for business results.

The 55-person shop will operate in Argentina as TombrasNiña, and continue to be led by Niña’s three partners: Gonzalo Vecino (CCO LATAM), Pablo Alvarez Travieso (CCO LATAM), and Pablo Panigatti (head of business development, LATAM). Jeff Benjamin, CCO of Tombras, will oversee creative globally.

Tombras was drawn to Argentina for multiple reasons, particularly Buenos Aires’ reputation for a vibrant creative scene and award-winning talent. The acquisition will help infuse new ideas and creative approaches into Tombras’ portfolio, enhancing its competitive edge.

Tombras’ leadership team has deep experience in the region. Juan Tubert, chief technology officer at Tombras, was a founder of R/GA Buenos Aires earlier in his career. Tubert helped establish R/GA’s presence for the first time in a Spanish-speaking market, creating a new service model to support R/GA offices globally as well as LATAM clients. Avinash Baliga, ECD of Tombras NY, spent five years in Argentina as CD at Mother’s Buenos Aires office where he worked on a number of high profile campaigns.

Dooley Tombras, president, "It’s a milestone for the agency to be taking the first big step in our global expansion. It’s inspiring to be doing it with incredibly talented partners who share our values and ambitions. Together we are going to do great things, and we are so excited to welcome Niña into the Tombras family.”

Founded in 2012, Niña is an award-winning creative agency with key clients that include Bplay, Disney, ABInBev, Under Armour, Banco Patagonia, Bumeran, Bacardi, Omint, Fenix Entertainment Group, and Farmacity, to name a few.

Gonzalo Vecino from Niña commented, “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.”

In the past few years, Tombras has expanded its US presence with offices in New York, Atlanta, and Washington, DC. TombrasNiña marks the agency’s first international outpost. Tombras’ combined total headcount now exceeds 500.