09/16/2023
We have come a long way to reach this moment.
is the sound of collaboration and teamwork. It's the sound of surprise and admiration when we achieve the extraordinary together.
Looking back, the year 2000 marked a milestone on our journey. When we created Promos Latin America, we never imagined it would become a Latin American reference in brand experience creation. These experiences were lived in physical spaces where brands interacted with their consumers, where entertainment played a fundamental role in creating memorability.
Over time, digital contexts became the new connecting points between brands and their customers. New challenges emerged: customers multiplied by millions, geographical boundaries no longer existed. We found ourselves in the era of brief content, entertainment, and immediacy. In 2013, we joined Fire Advertainment, pioneers in the concept of advertainment since 2000, when the industry doubted the importance of content.
We transformed into Fire Advertainment and continued to adapt to a constantly changing world. Consumers evolved rapidly, adopting new ways to interact with brands. We established specialized divisions in content creation, social media management, advertising, and brand experiences, moving away from the traditional agency model. We even launched FireWorks Lima, a division specialized in digital communication for brands. At the same time, our partner up to that point and a longtime friend, Rodrigo Figueroa Reyes, had a grand vision for esports, once again anticipating the future, becoming the Latin American reference with FiReSports.
The time had come to consolidate our path, driven by the way clients expect to receive service from their agencies: A "one-stop shop" service powered by experienced multidisciplinary teams enhanced by adaptable creative teams.
We are inspired by co-creation and the spirit of the '90s when advertisers and CMOs collaborated closely. Instead of a client-agency relationship, we believe in a teamwork-based relationship built on collaboration and synergy, opening doors to talent regardless of geography or working hours, allowing us to invest in the talent of our team.
We have evolved, we dare to innovate, but in reality, we are convinced that it's a return to the basics where advertisers support brands, CMOs, and entrepreneurs in achieving their goals through communication.
This is how was born in 2020 in Miami, initially as an innovation hub that supplied disruption to our entire network. Now, starting on October 1, 2023, we integrate all our agencies into one. Combining our ideas, knowledge, and regional experiences.
Let's start this new phase together!
