The agency that sells what it knows how to do (not what the client needs).

Tata Varela, CEO of Humo Rojo and former president of Agencias Argentinas, breaks down the “malpractice” of agencies that diagnose sales problems based on their own specialty, prioritizing billable execution over a cross-functional analysis.
This Vol. 1 focuses on integrated teams that discard solutions by discipline (message, channel, audience, product, or price), reminding us: “When all you have is a hammer, everything looks like a nail.”