Founded in Santiago, Chile, in 2010, Inbrax has become one of Latin America’s most awarded independent creative agencies, known for its human-first ideas, innovative use of technology, and strong social purpose. Co-founded by Pancho González, now Chief Creative Officer, the agency continues to break barriers in a market historically dominated by large international networks. Its growth story is one of persistence, creativity, and a deep belief that independent agencies can drive global impact through meaningful ideas.

Under González’s leadership, Inbrax has pioneered forward-thinking initiatives like IXAI, a creative unit dedicated to generative AI, and Belong Lab, Latin America’s first DEI consulting hub focused on communications. With these groundbreaking projects, the agency is reshaping the intersection of creativity, diversity, and technology, proving that innovation and empathy can coexist at the heart of modern advertising.

How was your company born and where are you based?

Inbrax was founded in Santiago, Chile, in 2010 with a clear purpose: to build an independent creative agency focused on ideas that impact positively in society, brands and Inbrax itself. We’ve grown to become one of the most awarded and respected agencies in our country and region 2022, 23 & 24 according to Ranking TopFICE which considers all the awards.

What was the biggest challenge to the growth of your company?

Breaking with prejudices about independent agencies versus the backing of large advertising holding companies so that clients would believe in Inbrax. Gaining reputation and space from Chile, a very small market, was a challenge we faced with perseverance, consistency and results.

Which was the first huge success that you can remember?

Winning our first Effie Latam with a social campaign for Techo Latam. It was the moment when we realized that our ideas could have an impact beyond local borders and generate triple impact.

What’s the biggest opportunity for you and your company in the next year?

Consolidate our IXAI unit, specialised in creativity with generative artificial intelligence, as well as Belong Lab, the only DEI consulting firm in Latam focused on communications. We are leading this change in our country, and we believe that 2026 will be key for its internationalisation. We also expect SAB Marketing Connections, an independent group of Latin agencies, to consolidate globally and be part of some of the new global networks that are emerging.

Can you explain your team’s creative process? What makes it unique?

We work under a methodology that combines strategic thinking, popular culture and technology. Each brief is a laboratory where diverse disciplines converge. What makes us unique is the human connection we maintain with each idea, even in the most automated projects, thanks to Belong Lab that impacts each brief that comes to us and also has unique tools such as the diverse brief or the checklist without stereotypes.

How does your team remain inspired and motivated?

We promote curiosity, continuous learning and celebrate achievements, big and small. We also maintain a healthy balance between the commercial and the creative. And we encourage training as well as bringing talent to major festivals.

How has COVID-19 affected your company?

It forced us to accelerate digital transformation processes and strengthen empathy with our clients, partners and audiences, creating hybrid campaigns for all types of digital environments and today hybrid. Paradoxically, we grew in projects during that period and we were Chile's independent agency of the year as well, for the first time.

Which agencies do you gain inspiration from? Do you have any heroes in the industry?

We are inspired by agencies like Droga5, Rethink and DAVID. We admire figures like Sir John Hegarty, Anselmo Ramos and also local creatives who resist with courageous ideas.

What is one tip that you would give to other agencies looking to grow?

Find your purpose and be consistent. Agencies that have a clear “why” are the ones that transcend.

How do you go about finding new clients/business? (Pitching, work with retainers, etc.)

We participate in strategic pitches, but more and more clients come to us by recommendation or by the impact of our cases in festivals and specialized media.

What’s your one big hope for the future of the industry?

Put human creativity back at the center of decisions. More ideas and less artificial intelligence.

Can you share a defining moment in your company's journey that shaped its identity or direction?

When we decided to found IXAI, our creative AI unit, and Belong Lab, our DEI hub, we took a turn that positioned us as pioneers in Chile and redefined the way we create.

How do you foster a culture of innovation and experimentation within your team?

We allow for error as part of the process, allocate time to internal projects and encourage everyone to propose ideas regardless of their position. In addition, we encourage creative thought leadership in our employees.

What measures do you take to ensure diversity and inclusion are prioritised within your company?

We created Belong Lab, the first DEI study in communications in Chile and Latam. We measure, activate and transform corporate cultures through diversity.

Can you describe a project that challenged your team creatively and how you overcame any obstacles?

"Prevention Unboxer required us to turn a complex public health idea into a tangible and viral experience. We solved it from empathy, understanding the fear and taboo behind testicular cancer.

How do you balance maintaining your company's unique creative voice while meeting the diverse needs of clients?

We listen deeply, but we never compromise on our essence. We look for the intersection between the client's need and our vision of creativity, we work together with them, we co-create constantly.

What strategies do you employ to adapt to changes and trends in the industry while staying true to your company's values?

Constant training, partnerships with startups, participation in trade associations, non-stop studying, developing MVPs with strategic suppliers and attending the best local and global festivals.

Can you share a memorable client success story that exemplifies your company's approach and impact?

With BYD Chile, we launched and positioned the number 1 electric car brand in the world in Chile and were the first to create an AI spot in the country. The campaign “The First Electrics” broke engagement records, demonstrating that creativity and technology can coexist with real impact.

In what ways do you invest in the professional development and growth of your team members?

As I mentioned in the questions above, we encourage courses, participation in festivals and we give working time for special projects that make us grow as work teams. Growing here is not optional, it is part of the journey and the environment we have created fosters this culture of growth.

How do you approach sustainability and ethical practices within your company's operations and projects?

Inbrax, being part of several trade associations in the country, is subject to several certifications and best practices that they require, ranging from proper data management to issues related to sustainability. To complement this, we work with foundations and projects with purpose and promote responsible practices in production.

Can you discuss a time when your company had to pivot or innovate in response to unforeseen challenges, and what lessons did you learn from that experience?

During the social outburst in Chile, October 2019, we redesigned entire campaigns to make them relevant and context-sensitive. We learned that adapting quickly is not weakness, it is leadership.

Do you have any websites, books or resources that you would recommend?

Sure. Books like “Creativity, Inc”  by Ed Catmull, “Misfits” by Adam Sheridan, “Hey Whipple, Squeeze This” by Luke Sullivan, “Growth Hacking” by Sean Ellis and “Share Worthy” by Robin Landa.
Sites like WARC, Contagious, Lürzer’s Archive and Creativepool, of course!.