Hugo Casares gave Grey its Argentine home — in 1997 the network took its own name back

Hugo Casares founded his agency in Buenos Aires in 1969; the same year, the US network Grey Advertising entered Argentina by buying a minority stake in the firm. In 1972, on joining the network, it became Casares Grey y Asociados — among the first Argentine agencies to affiliate with an international network. Within a few years it was one of the top three shops in the country by billing.

For a generation the agency was Argentine advertising's schoolroom: Fernando Vega Olmos, Carlos Pérez and Pablo del Campo were among the creatives who passed through it. The trade remembered it as mythical — highly professional, profitable, and above all fun. Hugo Casares made his definitive exit from the industry in 1994.

Without the founder, the name had nothing left to protect it. In November 1997 Grey Advertising took 100 percent of the agency and renamed it Grey Argentina — the letters Casares came off the door after twenty-eight years. When Hugo Casares died in August 2009, Grey Buenos Aires launched casaresgrey.com so his work could still be seen: the network preserving, as a museum, the identity it had absorbed.