ONIRIA\TBWA

What ONIRIA\TBWA does

ONIRIA\TBWA is a full-service advertising and communication agency headquartered in Asunción, Paraguay, operating as the exclusive Paraguayan member agency of the TBWA Worldwide global advertising network. Founded in 1999 and employing 11–50 people, the agency delivers integrated advertising services spanning brand strategy, brand identity design, content production, media planning and buying, event and BTL production, and ATL/BTL/Digital campaign development. Its service offering is organized around six pillars: Brand Content, Producción, Medios, Brand Identity, Full Services Agency, and the TBWA-proprietary DISRUPTION® strategic planning methodology. The agency sells primarily through direct enterprise sales and consultative proposal-based engagement, operating on a project and retainer model.

The client base is heavily enterprise-weighted and spans banking (ueno, uala, upay), beverage (Pilsen, Skol, Corona), automotive (Toyota), QSR (McDonald's), energy (Shell, Distrito), telecommunications (Personal Paraguay), food (Hellmann's), personal care (Tresemme), agriculture (Syngenta), media (La Tribuna), and tourism (Santa María de Fé). The agency has built durable differentiation through creative recognition: it has won Paraguay's first Cannes Lions, was named best agency in Paraguay 13 times at the Festival Tatakua, and ranked 3rd best design studio in Latin America at the LAD Awards 2022.

The agency makes money exclusively through professional service fees — project-based and retainer engagements with corporate clients — and does not publicly disclose pricing or revenue. There is no proprietary technology platform; the company's 'product' is creative and strategic services delivered by its human talent. Geographic scope is single-country (Paraguay), with leadership including Partner & CCO Camilo Guanes and Partner, CEO & Head Planning Daniel Achaval. The business is privately held, with no disclosed PE/VC ownership, and operates under TBWA's registered brand identity.

Name

ONIRIA\TBWA

Legal name

Oniria TBWA

Website

https://oniria.com.py

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

ONIRIA\TBWA is a full-service advertising agency in Asunción, Paraguay, and the exclusive Paraguayan member of the TBWA Worldwide network, serving enterprise clients with brand strategy, creative, content, media, and integrated ATL/BTL/Digital campaigns on a project and retainer basis.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Advertising Agencies (541810), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

B2B/ABM Creative Agencies (MPAAAAAI)

Keywords

• Advertising services
• Brand strategy
• Creative agency
• Media planning
• Integrated communications

Headquarters

HQ city

Asunción

HQ country

Paraguay

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Advertising and Communication Services: Revenue is generated through professional services including brand strategy, content production, media planning, brand identity design, event production, and full-service campaign development (ATL, BTL, Digital). The agency operates on a project and retainer basis serving corporate clients across multiple industries.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

ONIRIA\TBWA is a full-service advertising agency providing brand strategy, creative content production, media planning, visual identity design, event production, and integrated ATL/BTL/Digital campaign development for large enterprise clients. The agency operates as the Paraguayan member of the TBWA global network and applies the proprietary DISRUPTION® strategic planning methodology to deliver award-winning campaigns.

Product overview

ONIRIA\TBWA is an integrated communication services agency based in Paraguay, operating as part of the global TBWA network. The agency offers a comprehensive suite of six interconnected service offerings: BRAND CONTENT (content production for brand platforms), PRODUCCIÓN (events and activation production), MEDIOS (media intelligence and audience connection), BRAND IDENTITY (visual identity and positioning design), FULL SERVICES AGENCY (integrated ATL, BTL, and digital campaigns), and DISRUPTION® (strategic planning methodology). Rather than a software product with modules, ONIRIA\TBWA provides professional advertising and creative services designed to help clients understand markets, connect with audiences, and achieve business results through creative communication ideas.

Differentiator

Problem solved

Functional benefit

Products and services

• BRAND CONTENT Content production service that transforms brands into content platforms, creating engaging materials across digital and traditional channels. For enterprise clients seeking to build brand presence through content.
• PRODUCCIÓN Production services for events, activations, content creation, and trade marketing initiatives. For enterprise clients seeking end-to-end event and activation execution.
• MEDIOS Media intelligence services connecting brands with audiences through comprehensive strategic vision, including media planning and buying. For enterprise clients seeking audience-targeted media strategies.
• BRAND IDENTITY Visual identity design service that develops brand positioning through strategic design systems. For enterprise clients seeking brand identity development and positioning.
• FULL SERVICES AGENCY Comprehensive campaign development covering ATL (above-the-line), BTL (below-the-line), and digital channels. For enterprise clients seeking integrated multi-channel advertising campaigns.
• DISRUPTION® TBWA's proprietary strategic planning methodology that positions brands through disruptive positioning frameworks. For enterprise clients seeking strategic brand positioning and market differentiation.

Quantifiable outcome

• Historic first Cannes Lions for Paraguay achieved by Oniria TBWA
• +1 more outcomes

Named customers18 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• TBWA WorldwidecoreChannel Partner/ Reseller/ DistributorOniria TBWA is the Paraguayan member agency of TBWA Worldwide, a global advertising and communications network. This affiliation provides access to TBWA's proprietary methodologies including the DISRUPTION® strategic planning framework, global best practices, and international credibility while maintaining local cultural expertise. The agency operates under the TBWA brand identity and benefits from the network's global reach and resources.

Scale indicators8 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Ogilvy Paraguay: Ogilvy Paraguay is a fellow multinational network agency operating in the same Asunción market, providing full-service creative and advertising services to enterprise clients. It competes directly with Oniria TBWA for marquee accounts in banking, CPG, and telecom categories across the same geographic territory.
• Publicis Paraguay: Publicis Paraguay operates as a full-service creative and media agency in the same domestic market, serving comparable enterprise clients across B2C and B2B categories. Direct competition for client rosters including telecom, beverage, and financial services brands.
• BBDO Paraguay: BBDO Paraguay is another global network creative agency operating in Asunción, competing for similar enterprise clients across ATL/BTL/digital campaigns. Comparable business model as a multinational network affiliate offering integrated creative services in the same small market.
• McCann Worldgroup Paraguay: McCann Worldgroup operates a Paraguayan affiliate serving enterprise clients with integrated advertising and communications services. Competes directly with Oniria TBWA for similar categories and brand budgets in the Asunción market.
• Mass Publicidad: Mass Publicidad is a domestic Paraguayan advertising agency referenced in Oniria team member backgrounds (Juanjo López served as Director of ATL and BTL Production there). Competes for similar enterprise clients and BTL/event production assignments in the local market.
• Nasta: Nasta is a Paraguayan advertising agency where Oniria team members began their careers (Juanjo López started there as copywriter). It operates as a domestic full-service agency competing for similar enterprise clients within the Paraguayan market.
• Ayo Agencia de Autor: Ayo Agencia de Autor is a Paraguayan creative agency where Oniria's Manuel Rolón previously served as Creative Director. A boutique domestic creative agency that competes for similar local creative assignments and brand mandates.

Broad incumbents

• AlmapBBDO: AlmapBBDO is a leading Brazilian creative agency within the BBDO network where Oniria's CCO Camilo Guanes completed his Miami Ad School internship. Comparable as a network-affiliated creative agency operating in the broader Latin American region with similar full-service creative offerings.

Regional players

• DDB Latin America: DDB operates regional Latin American creative agencies serving comparable enterprise clients across multiple categories. While not directly competing in Paraguay, DDB LatAm represents the regional holding-company network competitive set that Oniria could encounter for cross-border assignments.
• MullenLowe Latin America: MullenLowe operates a Latin American network of creative agencies serving enterprise clients with full-service ATL/BTL/Digital offerings. Regional peer for cross-border LATAM assignments and multinational brand coordination.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/oniriatbwa
• YouTubeyoutube.com/user/oniria1
• Facebookfacebook.com/oniriatbwa
• LinkedInlinkedin.com/company/oniria-tbwa
• Instagraminstagram.com/oniriatbwa

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 ONIRIA\TBWA