Meet Flor Nieto, the creative force behind The Inmediato—a boutique agency that blends bold strategy with thoughtful storytelling. From cultural journalism and DJing in Argentina to launching a thriving business in Split, Flor’s journey is anything but ordinary.

Now rooted on the Dalmatian coast with her family, she brings a global perspective and deeply human approach to branding, helping clients turn their purpose into presence. This is a story of reinvention, resilience, and the power of building something meaningful—one project at a time.

You’ve had such a dynamic and creative career so far—from cultural journalism and TEDx speaking to launching your own marketing agency. What brought you to Split, and what inspired this new beginning?

I really love processes, especially finding ways to achieve goals, and sometimes even creating new ones just to enjoy the process itself. I started modeling in high school to buy a bass amplifier, which led to Miss Argentina, TV hosting, cultural journalism, PR, Indie-Rock DJing, publishing two books, teaching marketing, working in government communications, and launching a podcast. 

But through it all, what I’ve always loved most is the strategy, learning as I go. “To live for the hope of it all,” like the Taylor song. Then I move on.

That’s why The Inmediato is perfect for me, every project is a new challenge, a new path to build.

In 2023, my husband, our baby, and I moved to Split because we are Croatian descendants. My mom’s family is from Srijane (Karaman), and my husband’s grandfather was from Gerovo (Turk). We came for our daughter, to give her double citizenship, more freedom, and the chance to grow up in a beautiful place where she can become whoever she wants to be. 

How has the transition to life and work in Split been for you, especially balancing motherhood, entrepreneurship, and adapting to a new environment?

It hasn’t always been easy. And honestly, sometimes it still feels hard. But whenever I catch myself feeling overwhelmed, I think about where I come from. My great-grandfather left his family at just 11 years old and moved to Argentina because there wasn’t enough food in the village. 

His father, Toma Karaman, told him: “I’d rather never see you again than see you dead.” He never made it back to Croatia. My great-grandmother, Florencia Nieto -who gave our family her last name- passed away very young. She didn’t get to spend time with her baby, my grandfather. My mom is incredibly strong, she’s always found a way to stay true to her beautiful, sensitive, and creative self. 

And my dad is the most strategic person I know haha. He built his life from the ground up, shaped his own path, and worked really hard to achieve every goal he set. Our family history is full of strength through difficult circumstances, for all of us. 

That doesn’t mean our feelings today aren’t valid. But it does give perspective. We also have so many privileges and reasons to be grateful. And I am. Especially for the challenges, they remind me of what we’re made of.

Tell us more about The Inmediato—what kind of work do you do, what sets your agency apart, and what are some projects you’re especially proud of?

I really love the human side of what we do. What sets The Inmediato apart is how we blend strategy with strong creative direction, and how deeply we support and empower our clients. As a boutique agency, we build relationships, not just deliver assets. 

Everything we do is intentional: creative, strategic, and results-driven.

Our art direction is thoughtful and detail-obsessed. We don’t follow trends, we build brands that truly reflect who our clients are. At its core, it’s Caro, my sister, based in Argentina, and me. But we also collaborate with a network of amazing creatives, designers, agencies, and professionals.

I’ve had the chance to work on many projects I’m proud of. Over the years, we’ve collaborated with private clinics, legal and accounting firms, restaurants, bars, fashion and lifestyle brands, startups, wellness professionals, cultural initiatives, political campaigns, magazines, and more. We’ve definitely covered a lot. One of my personal favorites is Atlántico, a Patagonian barbershop I co-created with my husband, inspired by the region’s immigrant pioneers. 

It opened two locations in its first year and is still going strong. My very first client was Camellia Tea Boutique in Patagonia, where I had the joy of working alongside my friend and talented photographer, Marina Villanueva. We also led the visual communication for Toyota’s local sustainability report, and partnered with Patagonia’s leading coaching and management firm, a collaboration that truly deepened our strategic perspective and understanding of leadership-driven branding.

In Croatia, I’ve loved working with Fig Restaurants in Split and Hvar, and collaborating with Hvar Brewing Co. was such a fun, creative process.

I also work with Ice Rebus, a brilliant team I joined in London for the International Franchise Show—we’re now preparing for the NAMA Show in Las Vegas. 

Other highlights include translating into Spanish for GetByBus, one of Europe’s largest travel platforms, and volunteering in marketing for the Foreign Business Owners Association Split-Dalmatia, a truly inspiring and supportive community.

What tools or platforms do you rely on most in your work, and how has your approach to marketing evolved over the years?

My life runs on Google: Drive, Calendar, and even Blogger, since flornietoblog.com is still my personal hobby. I organize the agency in Notion, edit photos in Lightroom, videos in CapCut, and use Photoshop or Canva depending on the project. 

I also use ChatGPT for simplifying workflows, grammar checks, and idea generation. Creativity and copywriting have always been my strengths, and I’ve worked with incredible photographers and designers. But when I moved back to Patagonia in 2017 and started collaborating with entrepreneurs who couldn’t afford a full creative team, I adapted, I bought a secondhand camera and learned photography. 

Then came design, art direction, and branding.

That DIY mindset, tied to my love for punk, really shaped my approach.

I love building from scratch, co-creating with entrepreneurs and startups. I never stop learning, right now I’m taking a new Domestika course every week, and I’m loving it.

What attracted you to Split Tech City community, and what does being part of a local creative-tech scene mean to you at this stage of your journey?

Being part of the Split Tech City community means a lot to me, especially at this stage. When I first arrived in 2023, I heard about the festival through a panel by the Foreign Business Owners Association, but I couldn’t attend, even though I really wanted to. 

I followed along on social media and watched from the outside, hoping one day I’d be part of it. Last year, I had the honor of speaking on the main stage for FBOA, and now I’m a member of the community. Beyond the amazing opportunities to grow, connect, and learn, this experience feels very symbolic to me. It also just feels really good to be included, thank you for that. 🙂

Can you name the biggest misconception about marketing that younger generations have. 

That idea that “you don’t need to study” and “anyone can do it” still lingers. And from older generations, the classic: “I have a cousin who can do it cheaper” or “It takes a minute, do something really quick.” But marketing and communication are two of the most powerful tools we have. And like any tool, you need to learn how to use them. With them, you can shape realities and beliefs, create knowledge, influence behavior. It’s a huge responsibility.

I come from the world of social sciences. Before studying marketing, I earned a degree in communication and did postgraduate studies in cultural journalism. So for a long time, my view of marketing was pretty dark, like selling your soul to the devil, creating artificial needs, manipulating people, ruining the planet. But then I discovered content marketing, and everything changed. 

I realized it could be about creating value for people, showing up when they actually need you, building trust instead of pressure. After my Master’s, I became a marketing professor to teach this more conscious approach, because it is an amazing tool. With marketing, you can achieve anything. But again, that’s why it’s so important to learn how to use it responsibly, with strategic and critical thinking, an understanding of psychology, sociology, and your audience’s cognitive processes.

Looking ahead, what are your hopes and plans for The Inmediato and your life here in Split?

I’m learning Croatian and hope to one day communicate fluently. We love Split and feel incredibly grateful to raise our daughter in such a beautiful, safe, and kind place. We have many goals, but the ultimate one is simple: to stay, grow our careers here, travel, and enjoy life as a family. 

With The Inmediato, I want to keep growing and collaborating with brands, entrepreneurs, and creatives who care about purpose, innovation, and impact. My dream is to build not just an agency, but a creative space that brings people together, uplifts women, and helps shape meaningful, human-centered brands. More than anything, I want to help people achieve their goals and dreams, not just in the short term, but in ways that last. To support them creatively and strategically as they grow into everything they imagine for their brand and themselves.

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