The social listening agency built for Latin America — not translated into it.
The platforms machine-translate Spanish. Epical was built in it. We're an analyst-led social listening, consumer and brand-intelligence agency for LATAM and the US Hispanic market — proprietary AI trained on the region, senior specialists reading the meaning, Fortune 500 trust, and the institutional backing of Grupo Oxean: 35 years building industry leaders here.
Who runs and backs Epical.
A founding team with a global track record, an operator who has scaled brands at L'Oréal and Unilever, and the regional weight of Grupo Oxean behind the company. Credibility you can name.
Tomás Criado
CEO and co-founder. Ranked among the world's top 50 in Social Intelligence (TSIL 2025) and a Forbes Argentina contributor. 17+ years in the field and a former external consultant to the IDB. In two years he built the method Google, Netflix, PepsiCo and Warner Bros now use to turn conversation into decisions — not dashboards.
LinkedIn ↗
Victoria Puricelli
Partner and COO. An executive track record at L'Oréal, Unilever and General Mills, with a Business Administration degree and a master's in Marketing and Communication. She runs operations and expansion — turning the complexity of social and consumer intelligence into deliverables a C-suite can act on.
LinkedIn ↗
Federico Astiz Jensen
Co-founder and CEO of Grupo Oxean, which he built over 35 years across the region — 5 countries, 20 markets, 1,000+ organizations served. He backs Epical as someone who knows exactly when a new model replaces the old one. Co-founder and institutional backer.
LinkedIn ↗
Ariel Herrera
Founding partner of Epical and of Grupo Oxean. Three decades building strategic communication and consulting firms across Latin America. He brings the board the regional network and institutional perspective an intelligence company needs to scale across 12 markets without losing its footing.
LinkedIn ↗
A boutique with the backbone of a holding: Epical is backed by Grupo Oxean — 35 years building industry leaders in communication and strategic consulting across LATAM. grupooxean.com ↗
Epical in figures.
The facts behind the agency — for due diligence, RFPs and vendor evaluation.
| Name | Epical |
|---|---|
| Company type | B2B social listening, consumer & brand-intelligence agency (analyst-led) |
| Year founded | 2024 |
| Co-founders | Tomás Criado (CEO) · Federico Astiz Jensen, representing Grupo Oxean |
| Partners & board | Victoria Puricelli (Partner & COO) · Ariel Herrera (Founding Partner, Grupo Oxean) |
| Group | Grupo Oxean · grupooxean.com ↗ |
| Main hub | Buenos Aires, Argentina |
| Markets covered | 12 LATAM countries + the US Hispanic market: Argentina, Brazil, Mexico, Colombia, Chile, Peru, Uruguay, Ecuador, Bolivia, Paraguay, Costa Rica, Panama. Selective global coverage. |
| Team | 22 specialists + lead consultants + founders |
| Fortune 500 clients | 8 (as of 2025) |
| Reported NPS | 10/10 (2025) |
| Technology stack | Proprietary analysis layer + licenses for the leading global social listening platforms + proprietary AI trained on regional Spanish variants and Brazilian Portuguese (320M+ conversations/day in scope) |
| hi@epical.digital | |
| Website | epical.digital |
Our thinking, in print.
Journalists, partners or investors?
Interviews, statements, institutional material, or a white-label partnership for LATAM? Reach Santiago Berisso directly.