A laboratory of disruptive ideas, in search of real impact in a context of “noise, volatility and frenzy.” We get to know the best agency of the year.
In a universe where “everything changes, nothing remains,” Fuego Camina Conmigo presents itself as an independent creative agency that seeks to establish real and lasting connections, without this being a brake on its constant innovation. Proof of this are its ties with clients such as Decathlon for more than 12 years or Damm for 8 years.
“With the arrival of the Internet, we have gone from having a few television channels to an infinite number of options: social networks, digital media, apps, content platforms… With the penetration of television falling year after year, the ecosystem has broken into a thousand pieces and has made it more difficult than ever to find audiences. Audiences that, to make things more complex, have also been divided into smaller subgroups with very different interests and tastes.”
“Today we do media, creativity and data; and tomorrow… tomorrow we will see,” they state in their manifesto in a context in which, they assure, trends are liquid: “what works today, will be noise tomorrow.”
Fuego Camina Conmigo, awarded Best Agency of the Year in the 7th Edition of the APCP Awards, is consolidated, not only as an agency, but also as a brand with its own seal that seeks to become a strategic partner of other brands in this volatile landscape where it is more necessary than ever to transcend the superfluous and delve into what connects us with people. Luis Conde, strategy director and co-founder, stated that they work for brands on which they must build perceptions, so “we have always understood that we had to do the same with ours.” Thus, the agency’s project is not only based on campaigns, but is built on a solid foundation built from the talent that makes up Fuego, its workspaces, its communication… A whole that builds its own personality.
IT’S THE TALENT, MY FRIEND
As stated by its founding partners, Luis Conde and Bruno Basanta, Fuego Camina Conmigo was born in a hotel without an Internet connection, from the hands of two people who had not previously worked in advertising and that emerged around active listening. A process that laid the foundations to consolidate a space in which everyone contributes, also fostering a healthy environment of demand and eagerness to improve.
The name of the agency, inspired by the iconic series Twin Peaks by David Lynch, already gave clues about its vocation for the unexpected. Just as in the work of the American director, Fuego Camina Conmigo sought to combine the symbolic with the disruptive, appealing to both the reason and the emotion of the public.
Thus, Fuego Camina Conmigo was born in 2008 with the firm intention of being different. In its DNA is not only the objective of communicating, but also that of provoking, exciting and making brands connect with people in an honest and memorable way.
“Today, people have much more control over the advertising they consume. If they don’t like an ad, they skip it. If a brand is not relevant to them, they don’t follow it. Advertising has been mixed with all the content we are exposed to.”
To achieve this, the agency ensures that it is essential to maintain a continuous flow of knowledge, which is why they have always committed to training: from when they started with just 6 people to now, when they have more than 70. In addition, they seek to promote excellence with a plan launched in 2022 that distributes part of the annual profits among employees, who stand as the backbone of Fuego Camina Conmigo. So much so, that since 2021 they have maintained the “Great Place To Work” seal, being the first Spanish creative agency to achieve this. The design of their offices, both in Barcelona and the one they opened last year in Madrid, also contributed to this; an open and spacious distribution that seeks to build a friendly place that invites you to work and create.
The opening of the Madrid office sought, precisely, to fulfill its objective of being close and connecting, since a large percentage of clients and resources are located in the capital.
IT WAS THE WORST OF TIMES, IT WAS THE BEST OF TIMES
Through Dickens’ quote, Fuego Camina Conmigo explains the paradigm shift we are experiencing through the digital revolution and the explosion of social networks. What is a weakness for others, for them is an opportunity to rethink advertising and has become an engine.
This has led them to experience exponential growth and work with major clients such as Quaker, 7UP, Estrella Damm, Nespresso Professional, Revlon Professional, Decathlon or the Barcelona City Council, among others.
As they state on their website: “We believe that the new context has multiplied the opportunities to connect with people and grow businesses. With projects that have a real impact, such as the sexual education platform we created for Durex; the relaunch of Jumpers, which led it to conquer the hearts of Generation Z, or the launch strategy of the new TikTok channel of Vicio“.
A BURNING PRESENT, A PROMISING FUTURE
With a past that defines them, a vibrant present and a future full of possibilities, this agency continues to ignite ideas, set trends and leave an indelible mark on every project it touches.
In a landscape saturated with messages and impulses, Fuego Camina Conmigo is, without a doubt, a breath of fresh air. Or rather, a burst of fire.
