Tangent
Tangent is a Mexico City-based, near-shore full-service advertising agency founded in 2008, offering creativity, digital marketing, social media, media planning/buying, PR, events, and market research to enterprise B2B and B2C clients across Mexico, North America, and Latin America, delivered in English, Spanish, and French.
- Company typePrivate
- Founded2008
- HeadquartersMexico City, Mexico
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Tangent does
Tangent (legal name: Agencia de Publicidad Tangente) is a Mexico City-headquartered, founder-led advertising agency founded in 2008 by David Flores and Gilberto Ahuatzi, both formerly senior leaders at Publicis. The firm operates as a near-shore creative partner for enterprise clients, offering a fully integrated seven-service stack — Creativity, Digital Marketing, Social Media, Traditional and Digital Media, Public Relations, Events and Activations, and Market Research — delivered trilingually in English, Spanish, and French.
Its client base is concentrated in mid-to-large enterprise accounts across consumer appliances (Hamilton Beach), transportation (Greyhound), tourism (Las Vegas Convention and Visitors Authority), pharmaceutical/herbal remedies (Broncolin), B2B industrial (Klüber Lubrication, Elkay), and insurance/fintech (WOOW), with engagements running multi-year — Hamilton Beach has been a continuous client for 10+ years. The agency leverages a near-shore cost model that claims up to 50% cost reduction versus traditional agency pricing, supported by leadership pedigree from McCann, Ogilvy, Leo Burnett, Grey, TBWA, Edelman, Fleishman Hillard, and Havas, and by senior-credentialed awards including 15+ EFFIEs for co-founder David Flores and Clio/FIAP recognition for co-founder Gilberto Ahuatzi.
The business model is professional-services revenue: direct, sales-led engagement with enterprise buyers via the company website, direct outreach, and industry networking, with delivery executed from Mexico City and North American regional offices in Toronto and the United States (led by Managing Director Paul Kron). Tangent operates as a privately held, founder-controlled company with no institutional investors, no disclosed funding history, no subsidiaries, and no M&A activity; geographic expansion has been organic, formalized by the establishment of North American regional offices serving the U.S., Canada, and broader Latin American markets.
Tangent firmographics
Firmographics- Name
- Tangent
- Legal name
- Agencia de Publicidad Tangente
- Website
- https://tangente.com.mx
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tangent is a Mexico City-based, near-shore full-service advertising agency founded in 2008, offering creativity, digital marketing, social media, media planning/buying, PR, events, and market research to enterprise B2B and B2C clients across Mexico, North America, and Latin America, delivered in English, Spanish, and French.
- Ownership category
- akta.pro rank
Tangent industry classification
Industry- Product category
- Advertising Services
- NAICS
- Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (54183), Public Relations Agencies (54182)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Creative Concepting & Campaign Development (BPAFAEAD)
- akta.pro secondary industries
- Content Strategy & Planning (BPAFAIAG), Experiential Logistics & Tour Management (Roadshows) (MPAAAGAK)
Keywords
Where Tangent is headquartered
LocationHeadquarters
- HQ city
- Mexico City
- HQ country
- Mexico
- HQ region
- Latin America
Offices3 records
Markets served
Tangent business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Advertising and Marketing Services: Full-service advertising agency providing creative advertising, digital marketing, media planning and buying, social media management, public relations, events and activations, and market research services to B2B and B2C clients across diverse industries.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Tangent product offering
Product offeringCore offering
Tangente is a near-shore creative advertising agency offering seven integrated service lines: creative advertising (concept, graphic design, audiovisual production), digital marketing (performance and brand campaigns), social media management, traditional and digital media planning/buying, public relations, events and activations, and market research. The agency combines data-driven consumer insights with creative strategy to deliver campaigns in English, Spanish, and French for enterprise clients across North America and Latin America.
Product overview
Tangent is a near-shore creative advertising agency founded in 2008, offering a full suite of data-driven marketing and advertising services. The company operates as a single integrated agency providing seven core service offerings: Creativity, Digital Marketing, Social Media, Traditional and Digital Media, Public Relations, Events and Activations, and Market Research. Tangent blends exceptional creativity with data-driven marketing insights, offering services in English, Spanish, and French. The agency emphasizes a balance between data-driven strategy and innovative creativity, positioning itself as delivering results-oriented advertising solutions.
Differentiator
Problem solved
Functional benefit
Products and services
- Creativity (Creatividad) Creative advertising services developing concepts, brand image, and graphic design for online and offline channels, awareness and promotional campaigns, and audiovisual production. The agency crafts creative strategies that generate results while evoking emotions and building enduring relationships between brands and audiences.
- Digital Marketing (Marketing Digital)
- Social Media (Redes Sociales)
- Traditional and Digital Media (Medios on-line y off-line)
- Public Relations (Relaciones Públicas)
- Events and Activations (Eventos y activaciones)
- Market Research (Investigación de Mercados)
Quantifiable outcome
- 60%+ online sales conversion for Greyhound Mexico
- +4 more outcomes
Companies that use Tangent
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles1 record
Tangent technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature2 records
Tangent partnerships and signals
Strategic signalScale indicators7 records
Recent moves7 records
Expansion highlights5 records
Tangent competitors and assessment
Company assessmentBroad incumbents
- Grey (Grey Group): Global advertising network and former employer of Tangent's Creative Director (Grey México). Grey operates across creative, media, and digital with comparable mid-market and enterprise positioning.
- TBWA Worldwide: Global creative network with strong Mexican presence through affiliated agencies. TBWA's full-service creative and media offering competes directly with Tangent for North American and Latin American enterprise accounts.
- WPP: World's largest advertising holding company whose networks (Ogilvy, Grey, GroupM, VMLY&R, etc.) compete head-to-head with Tangent across creative, media, digital, and PR in Mexico, Latin America, and North America.
- Publicis Groupe: Global advertising holding company and former employer of Tangent's co-founders. Publicis competes in the same full-service agency category across Mexico, Latin America, and North America, offering creative, media, digital, and PR at significantly greater scale.
- Ogilvy: Global creative network where Tangent's co-founders previously worked. Ogilvy offers integrated advertising, digital, and PR services globally including dedicated Mexico and US Hispanic practices that directly overlap Tangent's value proposition.
- Leo Burnett: Global creative agency and former employer of Tangent's Creative Director. Leo Burnett operates full-service capabilities across creative, media, and digital with established presence in Mexico and other LATAM markets.
- Dentsu: Global advertising and media holding company with significant presence across Mexico and Latin America. Dentsu's integrated creative, media, and digital capabilities position it as a direct alternative for the same enterprise RFPs Tangent pursues.
- BBDO Worldwide: Global creative network operating across Mexico and Latin America. BBDO competes for the same enterprise creative mandates and offers comparable full-service capabilities including digital and content production.
- McCann World Group: Global advertising network where Tangent's CEO previously led all Chevrolet brands for six years. McCann competes for the same enterprise creative and media mandates across Mexico, LATAM, and North America.
Regional players
- Terán TBWA: Mexico-based TBWA affiliate offering creative, digital, and media services. Terán TBWA is the most direct Mexican-headquartered competitor to Tangent in the domestic and cross-border enterprise advertising market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Tangent social profiles
Digital presenceTangent financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tangent leadership team
Management profileNumber of profiles
Profiles7 records
Tangent funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tangent M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tangent
What does Tangent do?
Tangente is a near-shore creative advertising agency offering seven integrated service lines: creative advertising (concept, graphic design, audiovisual production), digital marketing (performance and brand campaigns), social media management, traditional and digital media planning/buying, public relations, events and activations, and market research. The agency combines data-driven consumer insights with creative strategy to deliver campaigns in English, Spanish, and French for enterprise clients across North America and Latin America.
Is Tangent a public or private company?
Tangent is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tangent founded?
Tangent was founded in 2008. It employs 11 to 50 people.
Where is Tangent based?
Tangent is headquartered in Mexico City, Mexico, in the Latin America region.
How does Tangent make money?
One revenue line is on record: advertising and Marketing Services.
Who are Tangent's main competitors?
Broad incumbents on record are Grey (Grey Group), TBWA Worldwide, WPP, Publicis Groupe, Ogilvy, Leo Burnett, Dentsu, BBDO Worldwide and McCann World Group. Terán TBWA is listed as a regional player.
Does Tangent have an API?
No public API is recorded for Tangent.
What industry is Tangent in?
Tangent's product category is Advertising Services. Its primary akta.pro industry code is BPAFAEAD, Creative Concepting & Campaign Development, with a secondary code of BPAFAIAG, Content Strategy & Planning. Its NAICS code is 541810 and its SIC code is 7311.