About Us
The origin story.
Cactus was born in Buenos Aires in 2007, before social media ran marketing, before anyone said "content" out loud. Almost twenty years later, we're still an independent agency, just one that's rebuilt itself constantly: through recessions, platform shifts, and now AI.
What hasn't moved is why we started: helping brands become impossible to ignore, instantly understood, and impossible to confuse with anyone else.
Approach
Brand builders in an AI-accelerated world
We tell brand stories with imagination, creativity, and technology, in a world that's never stood still, and is moving faster now than ever. AI has multiplied how much content exists and how fast it appears, and that pace isn't slowing down. The result is more noise, not more connection.
That's exactly why brand identity matters more now, not less. In a flooded feed, a fuzzy voice disappears; a clear one cuts through. Our job is to help brands know exactly who they are, then stay unmistakably consistent about it, everywhere people find them.
Meet the Founders
Two founders, one obsession: brands people love
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Vicky Parrella
Co-founder · Creative Director Design galGraphic Designer from UBA (University of Buenos Aires). She worked on infographics at Clarín and Bridger Conway, then served as Creative Director at Euro RSCG and Wunderman.
She was the creative mind behind regional campaigns for Coca-Cola, Sprite, Fanta, Chevrolet, Nokia, Microsoft, Ford, and Bayer. Five years ago she began painting watercolors and acrylics, exhibiting at fairs like BADA and the Chaco Biennial. Today her work sells across Latin America, the US, and Japan.
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Sebas Polacek
Co-founder · Managing Partner Business guyBachelor's degree in Business Economics from Universidad Di Tella. He began his career at Accenture before discovering the online world in London, working for Sportal.com and Incline Media.
Back in Buenos Aires, he worked at Euro RSCG and Wunderman before founding Cactus with Vicky, leading regional projects for brands including Microsoft, Coca-Cola, Bayer, Ford, Nokia, Sony, PlayStation, Banco Galicia, and Visa. Dedicated tennis player and newfound piano enthusiast.
Based in Buenos Aires
Rooted here. Built for the world.
Born in the creative cradle of Argentina, our roots in a country known for economic chaos taught us to apply creativity to business. In constant conversation with the world, that journey made us bilingual, a perspective that sets us apart, wherever the brand is based.
Let's talk about what we can do for your brand.
Get in touch