Projects - NonBugs Factory
Argency
How Argency and NonBugs Factory work as two parts of a single solution.
Partner
Argency — Advertising and design agency in Mendoza, Argentina. 20 years transforming brands across Ibero-America.
Shared vertical
Wine & Spirits · Branding · Packaging · Communication · Digital products.
Model
Two independent companies. Shared founders. Cross-collaboration.
Working together since
2019 as collaborators. 2021 as NonBugs Factory.
_THE PARTNER
Argency: 20 years of strategy-first thinking
Argency was born in 2006 in Mendoza, at the foot of the Andes. Two decades later, it’s one of the most respected creative agencies in the Southern Cone, with clients that cross borders: Errazuriz, Trapiche, Achaval Ferrer, Clos de los Siete, Seña, Bianchi, Huentala, Wines of Argentina. Their signature: strategy first, creativity second, and a body of work in wine packaging and communication that defines the presentation of some of the region’s most important wines.
Argency and NonBugs Factory share founding partners: the same leadership that ran the agency for two decades is behind the software factory. That intersection isn’t coincidence. It’s the heart of the model.
_THE ORIGIN
A collaboration that ended up changing the shape
Argency always had a technological side. Digital developments for their clients, internal tools, ongoing innovation work. What was missing was consolidating that capability in-house, instead of coordinating it with external providers project by project.
That search found its form in 2019, when Franco Gregorio started collaborating as tech lead. The dynamic worked from the start: fast turnaround, technical judgment serving creative judgment, and a way of working that didn’t need translators between disciplines. Two years later, with enough projects to validate the model, we formalized it into a separate company. NonBugs Factory was born in 2021.
Argency didn’t create an internal tech unit. It’s something different: two independent companies with shared founders, collaborating on crossed projects and complementing each other’s capabilities. One thinks about brand; the other builds the systems that hold it up. Decisions happen at the same table.
THE MODEL
How two companies complement each other
Argency and NonBugs didn’t merge because each optimizes for something different. One optimizes for producing brands; the other, for building digital products. What unites them is the conviction that thinking about them separately leads to deliverables that don’t hold up.
CREATIVE PARTNER
Argency
2006 — Mendoza
- · Brand strategy
- · Branding and packaging
- · Campaigns and communication
- · Film and audiovisual production
- · Wine communication
- · Social media and content
TECHNOLOGY PARTNER
NonBugs Factory
2021 — Mendoza
- · Websites and ecommerce
- · Mobile applications
- · Custom platforms
- · Integrations and APIs
- · Cloud infrastructure
- · Applied AI and automation
WHERE THEY CROSS
Mixed teams per project. No translators. No change orders between companies. Creative work goes to development and comes back reviewed the same day.
_WHAT WE BUILD TOGETHER
More than 200 projects in collaboration
Since the model was formalized, every digital development Argency delivers to its clients is built by NonBugs. Websites, mobile apps, custom platforms, integrations. When an Argency client needs a digital product, we don’t look for a provider — we assemble a team.
The portfolio includes major names. We’ve worked with wineries from the Chadwick group — Viña Errazuriz, Caliterra, Arboleda, Seña — and with wineries that are part of Tenute del Mondo, like Arinzano and Achaval Ferrer. And the two most recent cases we document separately on this site were born this way: Almaviva (a Concha y Toro + Rothschild joint venture) came through Argency’s network of relationships in premium wine. LatinSpots came through affinity of world: media, advertising, Ibero-American creativity.
Not everything gets published. A large part of the work is internal tools for specific clients, integrations that live behind campaigns, platforms the public never sees. It’s the silent infrastructure that supports the brands you do see.
_OWN PRODUCTS
Agency judgment and engineering craft
When a creative agency has a software factory inside, something unusual happens: daily operational problems can be solved with code instead of paying for licenses. And if the solution works behind the scenes, it can go to market.
Two products born inside Argency. Imantio is already live with clients; Stage is completing its internal validation:
AGENT LIVE WITH CLIENTS
Imantio
Automated social media management with editorial judgment: it replies to Instagram comments, DMs, and mentions and escalates to a person when needed — the differentiator against generic market tools. It connects Instagram and Facebook through the official Meta APIs, for accounts in any industry.
Built on 20 years of Argency’s judgment turned into an agent. Available at imantio.com.
INTERNAL TOOL
Stage
Custom project management for creative agencies. We built it because we could: instead of paying for Trello or Asana, we made one with the features the real work of an agency requires, with the detail no off-the-shelf tool allows.
In internal validation, soon to open to market.
_WHAT WE LEARNED
Three ideas that sustain the model
We don’t sell off-the-shelf. We get our hands dirty.
Every project is a specific solution for a specific client. If you’re not sure what you need, we help you find out. If what you need doesn’t exist yet, we build it. If what exists doesn’t fit, we adapt it. It’s manual work, judgment applied, advisory included. And that’s what differentiates the result.
Technical capability without creative judgment delivers products that don’t hold up
And vice versa. A brand without technology to support it doesn’t scale; a digital product without brand judgment doesn’t engage. The Argency + NonBugs model exists because the two have to be thought about together from day one. Building an agency with a factory inside, or a factory without creative sensitivity, isn’t the same as having both as partners from the origin.
Size stopped being the advantage
We work with clients who also hire major global consultancies and agencies. The advantage no longer comes from the structure — it comes from how the work is done. With AI and automation inside the process, we cover the scope of a large organization without the layers that make it slow: same-day decisions, direct access to whoever builds it, judgment applied instead of process. The result competes in any league; the difference is how you get there.
Signed by the founders
Gustavo Casaño
CEO — NonBugs Factory
Director — Argency
Alejandra Muscolini
CPO — NonBugs Factory
Art Director — Argency
Franco Gregorio
CTO — NonBugs Factory
Looking for a partner that combines
creative judgment and technical capability?
We work with brands and agencies that need to solve challenges where strategy, design, and technology have to be thought about together. We don’t sell off-the-shelf — we design custom solutions.
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