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.

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.

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.

We have two products in validation, both in real use within Argency before going to market:

Argency turns 20. This is the year we’ll renew their website — developed by NonBugs, of course — to better communicate what it is today: an agency with its own software factory. The internal products (Agente Krek, Stage) will go to market this year or next, after months of validation through real use.

The model is replicable. Other agencies are reaching out to ask how to build the tech arm without starting from scratch, and we’re starting to answer that ourselves: sometimes as a reference, sometimes as a direct partner. Argency + NonBugs is the first case of the model. It won’t be the last.