Brands have never had more data.
Brands have rarely had less clarity.
welcome to
feuerluft
We help brands and agencies step out of the haze and into clear, focused thinking.
We clear the air, sharpen the questions, and get to the things data alone can’t answer
Scientists used to believe air was a singular, indivisible substance.
three brilliant minds
challenged
this perspective.
Carl Sheele’s experiments revealed a gas within air that was distinct from ordinary air and possessed unique properties.
He referred to this gas as “Feuerluft” (Fire Air).
Joseph Priestley laid foundational knowledge about this vital element, making significant contributions to the field of chemistry.
Antoine Lavoisier named it "oxygen" and advanced our understanding of its properties and role in chemical reactions.
Our
Belief
Oxygen doesn’t just keep us alive; it gives us energy.
Creative strategic thinking does the same for brands.
why work
with feuerluft
You work directly with highly experienced, award-winning strategists. No junior layers, no bait-and-switch. Just sharp, senior thinking from the very first meeting.
100% Senior Attention
In a landscape of massive holding companies, we offer a conflict-free vault for your strategy. No competing interests, no media-buying agendas. Just objective advice that serves the brand, not the billing.
Uncompromised Independence
We turn complexity into direction. We blend strategic discipline with experienced intuition to create solutions that are elegant, actionable, and cut through the haze.
Radical Clarity
We merge the precision of science with the spark of creativity. We balance data-inspired rigor with the original thinking that algorithms can't replicate.
Rigorous Intuition
We think alongside your team, not at a distance. We share, build, and mentor together, leaving your internal team sharper than we found them.
We make teams stronger
Javier Macías
FOUNDER
Javier is one of Mexico’s leading voices in brand strategy, with over two decades helping brands think sharper and act with purpose. He led strategy at Ogilvy Mexico, co-founded Bombay (now one of Mexico’s top independent agencies) and today runs Feuerluft, a consultancy focused on bringing clarity to teams and brands in a noisy world.
His work has been recognized globally for both creativity and effectiveness. A mentor, teacher, and lifelong musician, he blends structure, curiosity, and creativity to help others find direction and original thinking.
engagement models
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In a market of consolidation and conflict, we offer a neutral vault for a brand’s strategy.
STRATEGIC INTERVENTION
Surgical, senior-led strategy for critical inflection points: Launching, Pivoting, or Repositioning. We work strictly outside the "media buying" ecosystem to ensure your strategy is media-neutral and 100% focused on business growth, not filling ad space.
THE "OUTSIDER" AUDIT
A "Cold-Eyes" diagnostic of your current brand performance, architecture, and messaging. We identify the strategic blind spots that internal teams are too close to see, and that incumbent agencies are too polite to mention.
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Agencies are under pressure to be leaner. We convert fixed C-Suite costs into high-impact variable power.
FRACTIONAL CSO & PITCH COMMAND
Access the firepower of a top-tier Head of Strategy without the full-time overhead. We step in to lead high-stakes pitches or act as the Interim Strategy Lead to stabilize accounts and guide teams during critical leadership transitions.
STRATEGY ARCHITECTURE
We don't just do the work; we build the machine that does the work. We design your agency’s proprietary strategic methodology, custom frameworks, and internal toolkits, allowing you to compete with global giants on intellectual rigor.
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We believe in making teams stronger, not reliant.
EXECUTIVE MENTORSHIP
1-on-1 coaching for Marketing Directors, Planners, and Agency Founders. We help leaders sharpen their strategic intuition and navigate complex stakeholder environments.
STRATEGIC WORKSHOPS & TRAINING
Custom-built training modules to elevate your team's thinking. From "Briefing with Precision" to "Finding the Insight," we install our operating system into your team.
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Strategic Brand Audits
Brand Purpose, Vision & DNA
Positioning Strategy
Brand Architecture & Portfolio Organization
Visual & Verbal Identity Direction
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Cultural & Contextual Analysis
Audience Psychology & Behavioral Profiling
Data Interpretation & Insight Extraction
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Integrated Communication Strategy
Creative Strategy & Briefing Frameworks
Go-to-Market Launch Strategy
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Sustainability Portfolio Strategy
Purpose-Driven Impact Platforms
Sustainability Narrative & Storytelling
AREAS OF EXPERTISE
