Left to right: Gilberto Ahuatzi, Partner & Creative Director; Zadia Velázquez, Partner & Digital Marketing Director; Paul Kron, Partner & Managing Director, North America; David Flores, Partner & Senior Managing Director
Tangente Offers Advertising Clients a Nearshoring Advertising Solution
The Toronto and Mexico City-based agency says it can reduce traditional agency fees by up to 50%, without compromising on quality.
Nearshoring, an emerging trend that is being deployed across multiple industries, has arrived in marketing and advertising with the launch of a new full-service agency offering clients cost-effective, high-impact creative solutions.
Tangente North America says it can help clients save as much as 50% on traditional agency fees without requiring them to compromise on creative quality. The agency is built around a team of experienced multilingual professionals working out of Canada and Mexico.
It is a joint venture between Toronto-based partner and managing director Paul Kron, and three partners based in Mexico City: chief creative officer Gilberto Ahuatzi, chief digital officer Zadia Velazquez, and managing director David Flores.
The four have amassed extensive agency experience. Kron has more than 25 years of experience working with brands including GM, Loblaws, Kraft Heinz and Hyundai, while Ahuatzi and Flores have led award-winning work for clients including HP, BMW, and McDonald’s.
Tangente is headquartered in Mexico, with a second office in Toronto, and boasts a team of 20 people working across key disciplines, including creative insights and ideation, data-driven media planning and omnichannel execution, performance marketing, public relations, influencer relations, and social media management.
By providing access to senior talent in Mexico, where skilled labour costs are more affordable than even in China, Tangente can help clients achieve significant cost savings while maintaining the calibre of quality they’re accustomed to from North American agencies.
Tangente plans to have a senior partner in each market to ensure that the work remains relevant and impactful, while ensuring that the process is also seamless for clients.
It currently works with clients in both Canada and the U.S., producing work that has appeared in multiple international markets, including Latin America, Europe, Asia-Pacific, and the Middle East.
According to Kron, nearshoring helps clients achieve significant cost savings, while the relative proximity of Tangente’s teams helps eliminate some of the traditional pitfalls associated with offshoring, such as working in different time zones and being forced to deal with cultural differences that can impact the quality of creative.
Kron said Tangente can help fill a critical gap by offering clients an alternative to traditional agencies or in-house creative departments. “It provides clients with the strategic and creative firepower needed to drive results without breaking budgets,” he says. “With a seamless, bilingual team in Toronto and Mexico City, we provide the agility, cultural affinity, and expertise that today’s value-conscious clients demand.”
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