Pablo Panigatti in Buenos Aires, AR (June 10, 2026)
During my tenure at Seismicom, the first marketing agency I ever co-founded, one of our largest clients (SanDisk) tasked us with helping them to launch in Latin America. We had partnered with another agency, SMP, in London to handle a European launch program and they wanted to continue to grow and expand into Latin America.
Enter Pablo Panigatti. Pablo had created a very successful marketing agency called BrandForce and was doing amazing work in South America. Given the size of the opportunity from SanDisk (about $8 million at the time), we agreed to acquire his agency (rather than partner) so that we would all be on the same team and in lock step as we rolled out this critically important launch for SanDisk. My only regret is that I didn’t have the opportunity to fly to Buenos Aires to meet him and his extended team. They would join us in San Francisco instead.
Bill and Pablo reunite after a solid 15 years of not meeting in person
Simply put, I love Pablo and everything he stands for. He is perfectly suited for new business development. Pablo is kind, thoughtful and willing to do whatever his client’s need in order to reach the stated objectives for the business. When he tells you, “My team and I have this,” then you can truly let go and trust it will be as described.
While I was hoping for more time with him while visiting Buenos Aires, one of his clients needs him in Santiago, Chile (where I will wrap up my world tour in about 10 days from now). The good news is that he’ll most likely be in New York sometime in July and I trust we’ll reconnect then.
Pablo’s agency, La Nina, was recently acquired by Tombras
Pablo and I talked for an hour after he showed me around his Buenos Aires office location. It’s days like today when I have a twinge of missing out on agency life. For more than 30 years, I lived Pablo’s life and really enjoyed it. The thrill of the hunt. Winning new business pitches. Even receiving those late night calls from clients who are working through an unexpected curve ball.
Yes, my life is MUCH more calm and peaceful these days. I have no regrets about the choices I’ve made. It’s still fun to “visit” agency life every now and again and be of service whenever I can be. Pablo is one of 200 team members in this office alone. This is the full team across all offices in one giant group shot:
This is one hell of a global team all gathered in the Tennessee HQ
I’m so glad that Pablo and I had a chance to catch up and I look forward to regrouping with him again when he travels to New York next month (and I’m back home from my world tour).
One last thing. I’m loving the local artwork here in Buenos Aires. Similar to Colombia and Peru, Argentina is home to many incredible artists — many of whom adorn the city with their fabulous work. Check it out:
Unicorn Panda Bear eyeing a dragon fly with rainbow highlights
This is just a small snapshot. The artwork is ever-present here. I see why so many people love getting lost in Buenos Aires and just exploring the city. It has so much to offer an outsider like me who is taking it all in.
