Fernando Tchechenistky was for 10 years the Chief Creative Officer of the most iconic advertising agency in Argentina. His work was popular, massive, acclaimed, successful — and deeply Argentinian. As Argentinian as calling someone che.

          But no one ever used his full name. Maybe because it was hard to spell. Or maybe because it was just too Argentinian.

         To everyone, for the past 30 years, he’s always been Cheche. And now, so is the agency.