Ad agency veteran Tony Waissmann has unveiled his new creative agency, called 52, which has offices in Miami and Buenos Aires.  

Waissmann had announced earlier this year that he was leaving Havas to form his own agency.  

The company currently works with clients in the technology, travel, and home appliances industries.  

Waissmann declined to disclose individual clients by name but did provide some examples of recent agency work. 

"One of our clients is a brand of American origin, but our work is focused exclusively on the Argentine market and on their battery line, mainly through a TV commercial and several social media executions,” he said. 
 
“We’re also currently working on a big project for a very valuable and beloved tourism brand in Latin America,” he added. “Our role is to help them solve a huge challenge they have ahead, though we can’t share many details yet. It’s a large-scale project, and the ideas are designed to be executed across TV, experiences, social media, outdoor, print, press, and more.” 
 
“We recently completed a project for a home appliance brand, developing two TV commercials for two of their flagship products.” 

For now, 52 is working with “senior level freelancers,” says Waissmann. “As soon as we receive some news we’re waiting for, we’ll start bringing on high-level, full-time employees. We’re very confident that our team will grow quickly.”  

The agency is 100% owned by Waissmann. 

Previously Waissmann was chief creative officer at Miami-based Republica Havas, where he served for three years. Under his creative leadership, the agency won its first-ever Cannes Lions in its 17-year history in 2023 and in 2024.  

Earlier Waissmann served as CCO of HOY, Havas Group’s creative agency in Latin America, leading creative across four offices. He was also CCO of Geometry Argentina, part of WPP, and executive creative director at FCB Buenos Aires.