Category: NEWS

Agencies don’t diagnose the client’s problem; they diagnose the problem they know how to solve. “When the only tool you have is a hammer, every problem looks like a nail”

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

28 April 2026 No Comments

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.”

Red Smoke creative and strategic agency of Austin Powder in Latam

Humo Rojo: New strategic partner of Austin Powder in Latam

4 July 2025 No Comments

Austin Powder, specializing in industrial explosives and blasting services for sectors such as mining, oil and gas, seeks to consolidate its regional presence with a communication strategy developed by Humo Rojo.

Nueva campaña integral de Whirlpool x Humo Rojo

Whirlpool debuts a new comprehensive campaign by Humo Rojo

11 May 2025 No Comments

The campaign consists of TV spots and digital stimuli such as influencer actions, social media content, and digital paid media.

Dupla con AI

When Artificial Intelligence Becomes Part of the Agency Team

10 September 2024 No Comments

Opinion Column by Tata Varela, CEO of Humo Rojo, on How AI is Transforming the Ideas Industry in Dossiernet

Humo Rojo es elegida por Whirlpool, Ariston, Eslabón de Lujo y Consul como su agencia de planeamiento estratégico, Social Media Strategy y las campañas de cada una de estas marcas en South Latam.

New clients in Latam: Whirlpool, Ariston, Eslabón de Lujo and all Consul

10 August 2024 No Comments

Humo Rojo is chosen by Whirlpool, Ariston, Eslabón de Lujo and Consul as their strategic and creative agency in South Latam.

GACETILLA MADRYN PLANETA 1

#PlanetMadryn”, new campaign from Humo Rojo for the Whales Season

16 June 2024 No Comments

To promote the arrival of the long-awaited Whales Season, the agency carried out a new comprehensive campaign. With executions in Social Media, Cinema, TV, Radio,

Campaña de publicidad de agro de Humo Rojo para FMC

Humo Rojo develops the new communication campaign for Coragen together with FMC

6 June 2024 No Comments

FMC chose Humo Rojo as their agency to carry out the comprehensive campaign for their flagship product, Coragen. FMC, a crop protection company, chose Humo

verano de emociones frecuentes Campaña integral para Madryn

New Humo Rojo’s campaign for Puerto Madryn

18 November 2023 No Comments

Humo Rojo developed a new integral campaign regarding experiences that Puerto Madryn offers this summer: gastronomy, wildlife and beaches

Joaquin Fernandez - Top Of Mind Paraguay 2022 Organizado por Diario 5dias

Top of Mind 2022 – The most remembered Brands in Paraguay

13 April 2023 No Comments

Joaquín Fernandez, Creative General Director and Partner of Humo Rojo was a speaker at the most important brand event in Paraguay: Top of Mind

Hard Rock Cafe eligio a su agencia creativa y estrategica

Hard Rock Cafe chose Humo Rojo as its creative agency

25 August 2022 No Comments

Humo Rojo, independent creative agency, started to work with Hard Rock Cafe Argentina.
The agency will develop strategy and creative campaigns.

Director General Creativo y socio de Humo Rojo

Joaquín Fernandez, live at The Festival of Public Good

2 May 2022 No Comments

Our General Creative Director participated in the argentine public TV channel, where the best public welfare campaigns are issued, contributing his perspective and experience leading the creativity of an agency #WorldFriendly

Humo Rojo y Eslabon de Lujo entran en la vida de los consumidores argentinos

Eslabón de Lujo | Get into people’s lives

14 February 2022 No Comments

The independent agency Humo Rojo created the campaign “Enter your life” for the appliances brand Eslabón de Lujo.

agencias de publicidad Independientes Nota Carlos Acosta Clarin 2022

Indies Agencies in Argentina – Global talent

28 January 2022 No Comments

The map of advertising agencies in Argentina is not the same and it is something prior to the pandemic. Strengths of independent agencies.

Directoras de Cuentas Humo Rojo

Humo Rojo an ad agency with a female perspective account team

20 June 2021 No Comments

Humo Rojo continues to grow, expanding its client portfolio, offering its services in new markets such as Mexico and Paraguay, and incorporating talent into its work team. The Directors lead the account area, providing more digital experience and their feminine gaze.

modelos de remuneracion de agencias de publicidad

Ideas for the business of ideas

10 March 2021 No Comments

Todavía me acuerdo cuando las agencias cobraban sus honorarios a partir de un porcentaje de la inversión en medios de los clientes. El famoso y