Origins and motivation
What inspired the creation of Portinos and what was the original vision behind the agency?
The story of Portinos is one of adaptation and a constant search for creativity. It began in 2004 as a technology news blog, covering industry updates from companies like Adobe, Wacom, Microsoft, and the then-emerging Google, which had just opened an office in Argentina. Our days were spent attending keynote events, documenting the latest innovations, and translating them into blog posts often accompanied by photos and videos. The blog quickly became a natural way to experiment with multimedia content to showcase what these companies were building.
Twenty years later, that same spirit remains. Today, we continue helping leading technology companies improve how they communicate their products and innovations to diverse audiences around the world.
What were the main challenges Portinos faced at the start, and how were they overcome?
As a blog, the main challenge was economic sustainability. We realized it was far more valuable for companies to hire us for audiovisual coverage or photography at their events than to buy banner space on the blog. That shift allowed us to focus on what we truly enjoyed—providing creative services and becoming part of the communication chain, rather than just observing from the outside.
Evolution and adaptation
How has Portinos’ vision evolved since its creation?
Our vision has always been to help others tell their stories—especially in technology, where innovations can feel abstract but are, to us, deeply exciting. We aim to be the partner companies trust not only for our expertise but for the creativity we bring to every idea we communicate.
In the changing digital world, how has Portinos adapted to remain relevant and competitive?
What started as audiovisual production soon expanded into design and web development. Each founder shared a passion for technology, lifelong learning, and pushing ourselves with new tools. Graphic design and web services grew hand in hand with a development team that constantly incorporated new technologies. Combined with a strong accounts team focused on client needs, this blend of creativity and technical expertise has been key to staying competitive.
Technology and tools
What role has technology played in Portinos’ growth and success?
Technology has always been central to Portinos. We follow new developments closely, are early adopters of emerging tools, and have built a team that thrives on those challenges—a clear advantage in the creative industry.
Can you share an innovation or in-house tool that has shaped your services?
We developed a global asset manager for Intel: a repository of marketing materials accessible worldwide. What began as a small proactive project to help daily collaborators became our largest initiative to date—expanding into a multi-language platform supported by a 30-person team across different areas. The project remains a valuable tool today.
Culture and team
How would you describe Portinos’ organizational culture, and how has it contributed to success?
Our culture is built around innovation, creativity, and constant learning. Beyond training in languages or tools, we value personal connection. Sharing around of mate, the Argentine beverage, has become a tradition that strengthens our bonds and fuels collaboration when tackling projects together.
What strategies does Portinos use to foster creativity and professional development?
We maintain open channels of communication—from shared WhatsApp and Slack groups to spaces where we exchange updates, free courses, and online conferences. Growth plans are also tailored individually through our HR team, ensuring professional development across every discipline.
Projects and clients
How does Portinos manage the expectations of clients from different industries?
While most of our clients are in the tech sector, we’ve also worked with industries like food and entertainment. Each presents unique challenges: mass media brands require fast, large-scale campaign execution, while tech clients often need help simplifying complex products for everyday audiences. Our role is to learn, translate, and communicate their value in the most creative and understandable way possible.
Challenges and solutions
What strategies have proven most effective in facing competition in the digital market?
Portinos has a long journey—from tech blog to creative agency—but one constant has been building genuine relationships with people, not just companies. Many clients return when they move to new roles, remembering the collaboration and conversations we shared. That human connection is the foundation of our long-term value.
How do you face current challenges, like market saturation or fast-changing technologies?
As technology enthusiasts, we see no reason to close doors. Every person entering the field is another passionate peer. For us, competition is not an enemy but a potential ally for future collaborations. After all, it’s a small world with big needs.
Looking ahead
What digital trends do you see as crucial for the future of advertising and marketing?
We’re inspired by both global and local examples—from creative agencies like Almacén and di Paola Latina, to Argentinian-born tech giants like Globant, to digital creators with massive reach such as Marques Brownlee, iJustine, Sarah Dietschy, and Linus Tech Tips. Each demonstrates the power of creativity, technology, and storytelling in shaping the future.
What are the next steps for Portinos in terms of expansion and new services?
Our focus is on increasing visibility for our work and our people—showcasing the projects we build and the talent behind them. We aim to attract more collaborators and clients who share our vision. Being recognized as a Great Place to Work® Argentina and highlighted by outlets like El Cronista confirms our trajectory, and we’re excited to keep sharing our story with the world.
