Dany & Patán Set Out Plans for ISLA’s “Next Legacy”

“It’s only been two years since that conversation, but it feels like we were living on a different planet.”

The last time LBB spoke with Dany Minaker and Sebastián ‘Patán’ Tarazaga was during the Wunderman Thompson-VML merger in 2024 – an agency landscape almost unrecognisable, at least at the global network level, following more recent seismic shifts within adland’s holding companies.

The Argentinian creative duo, winners of two Cannes Lions Innovation Grands Prix, were LATAM CCOs for Wunderman at the time – and subsequently for VML post-merger – leading global assignments for Coca-Cola, Unilever, Microsoft, Nike, Disney and Mercado Libre. Now, starting last month, they’re bringing their 20 years of creative partnership back to where it all began, as ECDs for Argentina-founded agency, ISLA.

“All those changes reminded us of something that has always been true, but that the dynamics of large networks can sometimes make you forget: agencies aren’t their names or their structures. They’re the people.

“We went through mergers, rebrands and organisational reshuffles, but at the end of the day, great ideas still come from talented, curious teams that genuinely want to create work that matters,” they add. “It also made us appreciate something we value even more today: clear cultures, where decisions are made quickly, creativity is at the centre of the business again, and clients have direct access to the people actually doing the work.”

Strong believers in the “tremendous opportunity” ahead of independent agencies today, the duo are heading up ISLA’s creative growth with a particular focus on the US, following the indie’s consolidation of its Argentina, Brazil, and Mexico operations, and the recent expansion of its work into Europe and America.

LBB’s Ben Conway caught up with Dany and Patán to learn more about their quasi-homecoming, plans for the agency’s constantly evolving creative future, and how they’re leaving a mark on the next generation.

LBB> You both started collaborating back at another Argentinian creative agency, Ponce, in 2007. How does it feel to return to an agency with its roots and heart in Argentina and across LATAM?

Dany & Patán> It feels very natural… A big part of the way we think about creativity was shaped there. Ponce, Del Campo Saatchi & Saatchi – another incredible place we were lucky enough to be part of – and now ISLA all share something in common: a global mindset with work that feels deeply local.
Latin America has always had a unique way of solving problems: leading with creativity before budget. Over the past several years, working in the US general market, we've realised that this mindset is valued everywhere. Coming back to an agency with that same DNA, combined with global ambition, is a very exciting combination. It reminds us where we come from, while making us even more excited about where we're going.

LBB> How did the move to ISLA come about? What attracted you to the agency?

Dany & Patán> We’ve known many members of the team for years, and there has always been a great deal of mutual respect and admiration. The opportunity to work again with [co-founders] Mariano and Ariel Serkin, and Rodrigo Grau, and [partner] Ricardo John was truly inspiring for us.

What ultimately drew us in was the energy of the agency and the moment it’s living through. Being named International Agency of the Year by Ad Age’s A-List in 2026 and ranking among the top three agencies in the global Effie rankings in 2024 speaks not only to an impressive track record, but, more importantly, to a very clear direction. ISLA isn’t focused on protecting a legacy; it’s building the next one. And you can feel that conviction in every conversation.

We’re excited to be joining the agency at this point in its journey, but even more excited about everything we believe we can build together. We also loved finding an agency that understands creativity isn’t a department or a behaviour. It’s a way of thinking about business – and the greatest competitive advantage it can offer its clients.

LBB> What are some of your short term goals for the agency? What do you want to have achieved by the end of the year?

Dany & Patán> The first priority is to get to know our clients and the team on a much deeper level, strengthen those relationships, and continue building a creative culture that is already delivering outstanding results. At the same time, we want to help accelerate the agency’s growth in the US, expanding both the business opportunities and the team behind them.

We also want to contribute to the kind of work that makes everyone at ISLA proud – work that sparks conversations, solves real business problems, attracts great talent, and makes new clients want to sit down and talk with us. In a very short time, we've already had the opportunity to contribute to projects like ‘Solo Packs’, PepsiCo Snacks’ latest launch across several European markets, and a FIFA World Cup campaign for Tada, Grupo Modelo’s delivery platform in Mexico.

^{Above: 'Now in a Solo Pack''}

If, by the end of the year, ISLA is even more sought after by clients, more admired by the industry, and an even more desirable place for top talent, we'll feel we're heading in the right direction.

LBB> You made a name for yourselves on the international stage by winning back-to-back Innovation Grands Prix at Cannes Lions. How are you looking to bring this innovative thinking to ISLA?

Dany & Patán> After spending many years working in innovation, we've come to a simple realisation: technology is constantly changing, but people's problems aren't. That's why we're less interested in the tool itself and much more interested in the idea behind it. We believe the best innovations happen when a brand finds a new way to be useful, relevant, or memorable – when it genuinely improves people's lives. That's when creativity becomes a true competitive advantage.

At ISLA, we want to keep building that kind of work: ideas that bring together creativity, design and technology to create real value for both people and businesses. The agency already partners with ambitious clients like AB InBev, Amazon, PepsiCo, and Epson, among many others. They're the kind of brands with bold ambitions that inspire us to explore what's possible together.

LBB> Part of your remit is to support ISLA’s expansion into new markets – especially the US. How are you going to help this goal? What are the challenges with breaking into the US market?

Dany & Patán> We've spent many years working from the US with both global and local brands, and we've learned something important: the US market doesn't need another agency. It needs an agency that brings a different perspective; one that understands how to connect with specific audiences in meaningful ways.

Our strength lies in the combination of global strategic thinking, Latin American creativity and hands-on experience across the US general market in a wide range of industries. We've lived here [in Miami] for many years, we understand the culture, we've learned how the market works, and we've become part of it. That perspective allows us to move naturally between both worlds.

The challenge isn't simply to grow the business in the US. The real challenge is to be relevant. And the only way to achieve that is by creating work that helps our clients grow their business, not just our own portfolio.

LBB> What is the biggest challenge you face in these new roles at ISLA? And what is the thing that most excites you?

Dany & Patán> The biggest challenge is to build something even better than what we've done before. We've had an incredible chapter in our careers, but we're not interested in repeating formulas. We want to feel that mix of excitement and uncertainty that comes with new challenges and the opportunity to build something new.

That's exactly what excites us most about ISLA. It's an agency with a strong culture, an incredible momentum, and plenty of opportunities to keep building, growing and pushing things forward.

LBB> What’s your long-term goal for the agency?

Dany & Patán> For ISLA to be recognised across new markets and industries.

We want the agency to continue attracting the very best talent – especially senior people who share this way of thinking about creativity and can help take it even further. At the same time, we'd love to leave a mark on the next generation by helping build a culture where ideas, curiosity and creative excellence are part of everyday life.

And, of course, we want more and more ambitious clients to choose ISLA as their partner. A few years from now, we'd love to look back and feel that we helped strengthen an agency that never stopped evolving. In the end, what truly lasts are the ideas, the impact they create, and the people who make them possible. That's what is worth building.