"Fried Chicken Meets Malbec": OvareGroup Acquires Argentine Creative Agency Togetherwith
OvareGroup announced today it had acquired its ‘strategic partner’ of two years, Argentinian creative agency Togetherwith.
OvareGroup is an independent media and marketing communications company based in Louisville, housing a network of specialised agencies across Louisville, Miami, Buenos Aires and Toronto. Togetherwith was formerly FCB Buenos Aires, and is known for its automotive work with Stellantis, Jeep and RAM, as well as newer partnerships with Ingredion, Xfinity Comcast, and DirecTV.
The Argentine agency had expanded its Stateside presence in Louisville and Miami since 2022, but now this acquisition opens new doors creatively and operationally across the wider Americas region. While the terms of the deal have not been disclosed, Togetherwith’s current management structure in Argentina will remain the same, and in the US, OvareGroup CEO Brandi Lafontaine tells LBB’s Ben Conway, the focus is also on “fostering collaboration” rather than structural changes.
“Integrating OvareGroup’s tech platforms will support seamless team collaboration, ensuring everyone can work together across geographies while retaining their distinct strengths,” she says. “This way, we can maximise creativity and efficiency without disrupting the existing dynamics that work so well.”
“Our collaboration will leverage our combined strengths across markets,” adds Santiago Puiggari, CEO and founding partner of Togetherwith, “allowing us to provide more holistic, innovative and scalable solutions for clients through seamless creative and strategic integration.”
The two companies’ partnership began as a “strategic investment” in 2022, but really took shape after Brandi became CEO. Discovering a shared vision with Santiago for a connected talent pool across the Americas region, they started to plan together for a longer-term value driver for both organisations.
“Our story begins with an unexpected connection between Louisville and Buenos Aires – ‘where fried chicken meets malbec’,” jokes Santiago. “What started as a strategic evaluation quickly evolved as we saw the potential for deeper synergies.”
He continues, “Beyond the business rationale, I found Brandi's vision for technology and innovation in advertising truly inspiring. Her ability to integrate cutting-edge solutions into creative and marketing strategies is unique, not just for the agency but for the industry as a whole. That level of forward-thinking leadership made it clear that this partnership could unlock extraordinary value beyond our initial expectations.”
In an industry saturated with large-scale corporate mergers and network consolidation, the companies saw an opportunity for a different kind of integration – one that utilises the power of combining Argentine creativity with North American market expertise. Formalising this dynamic via an acquisition could amplify this success, explains Brandi, who believes the timing would also allow Togetherwith to benefit from OvareGroup’s advanced technological investments.
Above: Togetherwith's 'JOMO' ad for Jeep
“This includes tools for data-driven creative insights, market analytics, and collaboration platforms that enhance cross-border teamwork. These resources give Togetherwith the ability to scale their creativity in new ways while staying true to their authentic voice.”
Protecting this voice was a vital consideration for OvareGroup, which Brandi says fosters “authentic, localised voices” while connecting them to larger markets. “Each of our portfolio companies brings specific expertise, and Togetherwith enhances this by adding cultural depth and creative innovation.”
This cultural depth involves a unique brand of Argentine creativity – a skillset with a “deep understanding of human emotions and behaviours”, and an ability to “generate big ideas rooted in global insights”, says Santiago. “[They’re] ideas that transcend cultural and geographic boundaries to resonate with diverse audiences.”
One of the key drivers of this creative mindset is the country's volatile economic and political environment, he explains. “This constant challenge has fostered a culture of resilience, agility and problem-solving, where risk-taking is embraced rather than feared. Argentine advertising thrives on bold, unconventional thinking, often pushing the limits of storytelling and execution to create highly impactful and emotionally compelling campaigns.
“This ability to think big, adapt quickly, and connect deeply with audiences is what makes Argentine creativity so valuable. In an era where brands need to be more human, more relatable, and more culturally attuned, this unique creative DNA is a powerful tool for brands looking to stand out.”
Togetherwith's Buenos Aires hub provides OvareGroup access to this creative outlook and local production talent, building on the buyer’s existing strength with long-term clients, including a 37-year relationship with KFC, a nearly 20-year relationship with Long John Silvers, and a 15-year partnership with LongHorn Steakhouse.
“Right now, we’re focused on strengthening the bridge between Louisville and Buenos Aires to enhance collaboration and synergies, while also continuing to expand in Miami, where we’ve won significant new business together,” says Santiago. “Long-term, we want to leverage our unique Midwest-Argentine collaboration to expand into new markets. By staying true to our core values while scaling our impact, we aim to build a globally recognised creative force.”
Brandi adds, “What excites me most is the opportunity to amplify the voices and talents of our people, expand into new markets, and use technology to enhance creativity in ways that weren't possible before. Long-term, our goal is to create a global network where authentic creativity is powered by innovative tools and insights, setting a new standard for marketing excellence.”
