The Pool

What The Pool does

The Pool is an Argentine, founder-led creative agency headquartered in Buenos Aires (Juncal 840) that provides integrated strategy, creative, and digital production services to enterprise clients across telecom, banking, retail, beverages, automotive, energy, real estate, financial services, and government. Founded by Lisandro Grandal and Roberto Leston — both 20+ year veterans of major global networks including Young & Rubicam, DDB, Publicis, TBWA, and Ogilvy — the agency operates an 'Always On' model in which dynamic, cross-disciplinary teams of creatives, directors, producers, and designers are assembled per engagement to deliver campaigns across TV, digital, social, experiential, radio, POP, and direct marketing. Its revenue model is professional-services based, with project-by-project custom pricing and no publicly disclosed fee schedules; distribution is purely direct client engagement without intermediaries.

The agency's core production capability is a social-first creative platform that treats all communications as '100% social' and produces content natively in square, vertical, and rectangular formats for cross-platform distribution. Notable proprietary-feeling capabilities include integral creative production (integrated team thinking across all video formats and platforms), social-media content strategy grounded in cultural data and social listening, and large-scale experiential production (e.g., the 590 m² 7up 'Casa de Fido' activation with 45-day build, WhatsApp bot integration, and 20,000+ visitors). The agency's technology stack is not disclosed as a packaged product; it is delivered as service capability rather than as a licensable platform.

The customer base is composed almost entirely of mid-to-large Argentine enterprise and institutional accounts — including Movistar, Telecentro, YPF, BBVA Francés, Banco Ciudad, Banco Provincia, 7up, Quilmes, La Anónima, IRSA, Volkswagen, Adidas, DOT, Abasto Shopping, Bimo, Cynar, Speedy, and GCBA — served through direct B2B relationships without intermediaries. Geographic scope is regional (South America / primarily Argentina) with no disclosed international offices or cross-border operations. The agency has accumulated 42+ Effie effectiveness awards in a five-year window alongside Cannes, One Show, Clio, AD&D, London Festival, CCA, and Martín Fierro recognitions, positioning it among the more credentialed independent creative shops in the Argentine market.

Name

The Pool

Legal name

The Pool

Website

https://thepool.agency

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

The Pool is an Argentine, founder-led creative agency in Buenos Aires that delivers integrated strategy, digital production, and multi-platform campaigns to enterprise and government clients across telecom, banking, retail, beverages, automotive, energy, and public sectors.

Ownership category

akta.pro rank

Product category

Advertising Services

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Creative agency services
• Advertising strategy
• Digital production
• Brand creativity
• Marketing communications

Headquarters

HQ city

Buenos Aires

HQ country

Argentina

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Creative Agency Services: Professional services revenue from integrated creative, strategy, and production services for brand campaigns including TV, digital, social media, experiential, and branded content. Revenue is project-based and custom to each client engagement.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

The Pool is a Buenos Aires-based creative advertising agency that delivers integrated strategy, creativity, and digital production services for brand advertisers. It operates on an "Always On" agency model, embedding senior creative and strategic talent with clients on a continuous basis rather than running discrete one-off projects. Its work spans campaign strategy, creative conceptual development, and end-to-end digital content production for multinational and enterprise brand clients.

Product overview

The Pool is a creative agency offering strategy, creativity, and digital production services. The agency operates as an 'Always On' full-service creative partner providing integrated campaigns across TV, digital, social media, branded content, experiential marketing, and performance marketing. Services include social creativity strategy, content creation across multiple formats (square, vertical, rectangular), brand storytelling, audience engagement, and conversion-focused campaign development. The agency works with both product brands and service companies to create conversations and measurable social transformation. No distinct software products, modules, or named product offerings were identified — the company operates as a service-based creative agency rather than a product company.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy Brand and campaign strategy services delivered on an always-on basis for enterprise advertisers, covering brand positioning, communications strategy, and planning for multinational and Latin American brand mandates.
• Creativity Creative conceptual development and campaign ideation led by senior co-founder Roberto Leston, targeted at enterprise brand advertisers seeking integrated creative leadership on a continuous basis.
• Digital Production End-to-end digital content production services for advertising campaigns, executed in-house as part of The Pool's integrated strategy-creativity-production offering for enterprise clients.
• Always On Agency Engagement The Pool's signature engagement model in which senior strategy, creative, and production talent are embedded with enterprise advertisers on a continuous retainer basis, replacing traditional one-off project work with an ongoing creative partnership.

Quantifiable outcome

• 3M+ viewers reached with Movistar Facebook sitcom campaign
• +2 more outcomes

Named customers18 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• David: Argentine-founded independent creative agency with offices in Buenos Aires and Miami; directly comparable integrated creative model, similar founder-led independent structure, and similar enterprise/global brand client roster.
• 72andSunny: Los Angeles/Amsterdam-based global independent creative agency; directly comparable independent creative business model, similar cross-platform integrated campaign approach, and similar enterprise brand client portfolio.
• Anomaly: New York/London/Los Angeles-based independent creative agency with non-traditional operating model; comparable founder-led independent positioning, similar integrated campaign offering for enterprise consumer brands.
• Gut: Argentine-born independent creative agency founded by Gastón Bigio; same independent integrated-creative model, similar Buenos Aires origin, comparable blue-chip client roster (AB InBev, Popeyes, Netflix) and Cannes/Lions-recognized award track record.
• Madre: Buenos Aires-based independent creative agency; comparable Argentine independent creative shop serving enterprise brands with integrated campaigns and recognized across Cannes, Clio, and One Show awards.
• Droga5: New York-based independent creative agency (Accenture Song); directly comparable independent creative model serving major global brands with integrated, award-winning work across the same platforms The Pool competes on.
• Wieden+Kennedy: Portland-founded global independent creative agency; archetype for founder-led, award-driven independent creative shops competing head-to-head with The Pool for global brand AOR assignments and recognized with the same Cannes/Clio/One Show credentials.

Broad incumbents

• Ogilvy: Global advertising network (WPP) and prior employer of both Pool co-founders; broader portfolio but competes for the same enterprise creative AOR work in Argentina and Latin America with bundled media buying leverage.
• BBDO Worldwide: Global advertising network (Omnicom); broader portfolio across creative, media, and PR, competing with The Pool for enterprise AOR assignments and offering bundled media and data capabilities.
• R/GA: Global digital-first creative and innovation agency (IPG); broader portfolio with overlapping capabilities in integrated digital, social, and experiential campaigns, competing for the same enterprise digital-transformation briefs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/thepoolagency

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Pool