ADE+E

The term independence, which is fashionable in the media these days, is of special relevance to the Emotions Detonating Agency. It has allowed us to date to be modular, not to depend on any parent company, to make decisions on our own, but with the well-known obligation that if we are local, our mission is to know very well the Colombian consumer. This defines us as a liquid agency.

Of course we have used emotions as a vehicle to get the best messages! This is Colombia, and its inhabitants are recognized for their high level of sensitivity. However, these emotions can become ephemeral if they are not subject to what we in the agency think moves, determines and consolidates human beings; beliefs. For this reason, or while some people talk about brands, we talk about consumer beliefs. Others talk about ideas, we talk about emotions. This is how our brands succeed in establishing their communication messages. With us they have been learning to stop talking about themselves, "me", to talk about a "we" that identifies us all. This is liquid thinking.

Once we have that consumer belief, to which we add the brand vision of our customers, we work on different creative paths, so that it is the consumers themselves, who through the fast-paced digital world, agree how far they go with the campaign, how much they share it and how much life they give to it. Its subsequent replication in all the media in an organic way, is for ADE, the ideal of a liquid idea.