Press Release
The leader of one of Latin America’s most recognized creative agencies acquires majority control of the company and integrates it into the TBWA Worldwide collective.
Edgardo M. Rivera, formerly CEO and President of DDB Latina Puerto Rico, one of Latin America’s most recognized creative agencies, acquired a majority ownership stake in the company and assumed full operational control following the completion of a transaction with Omnicom, which remains on as a strategic minority shareholder.
As part of the acquisition, the agency joins the TBWA Worldwide collective under a new identity: NAZA\TBWA. The name NAZA is a personal tribute to Rivera’s maternal family name, anchoring the new identity in the values of legacy, roots, and Puerto Rican pride that have defined his work for decades. As a member of TBWA Worldwide, NAZA\TBWA combines that local cultural authority with the Disruption® methodology and the reach of a network present in 40 countries, known for its global client portfolio, including Apple and Adidas.
Enrique Renta, one of the industry’s most recognized creative leaders, continues leading the group’s creative vision as Chief Creative Officer.
“This represents the best of both worlds. Local majority ownership that keeps decisions, investment, and opportunity on the island, combined with the global reach, tools, and capabilities of Omnicom and TBWA. For our clients, that means greater agility, faster decision-making, and an agency fully focused on reinvesting in them and in the market. And for talent, there is no better place to be.” — Edgardo M. Rivera
Throughout their leadership, Rivera and Renta have built an agency with a track record of international recognition, including Grand Prix wins at some of the most prestigious creative festivals in the world. According to the El OJO de Iberoamérica report, it is the No. 1 creative agency in Ibero-America. It is also the only Puerto Rican agency to be recognized twice in the Global Best of the Best rankings by Effie Worldwide, an honor recognizing the most effective campaigns on the planet. In February 2026, it was named Global Agency of the Year at the Clio Music Awards, becoming the first Spanish-speaking agency to receive that distinction.
“We have proven that the best work in the world can be born on this island. We are a Puerto Rican agency, with a global vision.” — Edgardo M. Rivera
While headquartered in Puerto Rico, the group’s reach extends far beyond the island. NAZA\TBWA operates as a multicultural agency serving clients throughout the United States, Latin America, and Europe, and has retained its full team.
“This is about building a platform that reflects where we are and where we’re going. Our clients deserve an agency that is fully committed to their business results and completely dedicated to the work. This structure guarantees exactly that.” — Edgardo M. Rivera
As part of the same transaction, Rivera also acquired the rights to operate EJE Sociedad Publicitaria, the historic Puerto Rican agency originally founded by his father, Edgardo Rivera Sr., together with Enrique Renta and José López. The agency has relaunched as EJE Publicidad, with its own identity, positioning, and client portfolio, and together with NAZA\TBWA now forms a two-agency group under Rivera’s leadership from San Juan. Ineabelle Vélez has assumed the role of Chief Operating Officer of EJE Publicidad, overseeing the agency’s operations and leading its strategic growth.