welcome to feuerluft
In a world clouded by noise and endless distractions, Feuerluft is a strategic consultancy that brings oxygen to brands and teams ready to lead with clarity and purpose.
We help ignite sharper thinking, greater effectiveness, and true strategic efficiency.
Scientists used to believe air was a singular, indivisible substance.
Until 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).
Antoine Lavoisier named it "oxygen" and advanced our understanding of its properties and role in chemical reactions.
Joseph Priestley laid foundational knowledge about this vital element, making significant contributions to the field of chemistry.
Our Belief
We believe that just as oxygen is essential for life, creative strategic thinking is crucial for a brand's (and by extension, a company's) vitality and growth, especially in today’s complex environment.
Our Purpose
To spread the power of creative strategic thinking, igniting the maximum potential of brands but specially, the people behind them.
Our Way of Work
Mirroring the scientist's blend of method and creativity, at Feuerluft we harmoniously merge insight with innovative processes, helping brands and their teams be more strategic, ensuring their long-term success and resilience.
-
Javier Macías
FOUNDER
Javier is one of Mexico’s leading voices in brand strategy, known for combining bold creativity with sharp strategic thinking.He began his career leading strategy at Ogilvy Mexico, becoming the youngest to hold that role at the country’s top agency and later co founded Bombay, now one of Mexico’s top independent agencies.
With over two decades of experience, he has helped dozens of national, regional, and global brands grow, launch, or evolve across Latin America. A pioneer in purpose-driven and sustainable branding, his work has earned top industry honors, including Mexico’s first Global Grand Effie.
Today, through Feuerluft, his focus is on mentoring, advising, and empowering brands and teams to awaken original thinking. Javier also mentors at USC, teaches at the Academia Mexicana de Creatividad, and serves on the board of AVE, the country’s leading advertising association.
A lifelong musician, he brings the same sense of structure, emotion, and intuition to strategy that he brings to music.
why work with feuerluft?
Only Senior Talent, Always
You work directly with highly experienced, award-winning brand strategists. No junior layers, just sharp, senior thinking from day one.
We Make Teams Stronger, Not Reliant
We don’t just deliver strategies, we build capabilities. Our model is designed to transfer knowledge, mentor teams, and strengthen your internal culture so your people think more clearly, act more confidently, and grow more independently.
Simplicity That Cuts Through Complexity
In a world overloaded with noise and data, Feuerluft brings clarity. We turn complexity into elegant, actionable solutions, blending strategic discipline with creative intuition to help your brand lead with meaning and precision.
Our capabilities
-
I. STRATEGIC DIRECTOR-AS-A-SERVICE (SDaaS)
Access the clarity and firepower of a top-tier brand strategist (without the full-time overhead). Ideal for agencies that need senior strategic thinking, team mentoring, and sharper creative alignment, only when they need it.
II. STRATEGIC DEVELOPMENT
Mentorships
1-to-1 Strategic Mentorship Programs for Senior Management
Strategic Mentorship Programs for Management Teams
Internal Strategic Culture
Strategic workshops and trainings
Strategic methodologies/frameworks development
Creative ideation and brainstorming techniques
-
I. STRATEGIC CONSULTANCY
Senior-led brand strategy for brands who need clear positioning, sharper narratives, and market-ready thinking, grounded in global experience and built for local relevance.
II. STRATEGIC DEVELOPMENT
Mentorships
1-to-1 Strategic Mentorship Programs for Senior Management
Strategic Mentorship Programs for Management Teams
Internal Strategic Culture
Strategic workshops and trainings
Strategic methodologies/frameworks development
Internal Agency Ecosystem Development
Creative ideation and brainstorming techniques
OUR AREAS OF EXPERTISE
BRAND PLATFORM AND POSITIONING
Brand audits
Brand purpose, vision, mission, and values formulation
Brand positioning definition
Brand architecture and portfolio management
Brand voice and tone definition
Brand Identity development
MARCOMMS
Integrated Communication Strategy
Creative concept development
SUSTAINABILITY
Sustainability Portfolio Architecture
Sustainability Platform Definition
Sustainability Integrated Communication Strategy
CONTEXT INTELLIGENCE AND INSIGHTS
Multi-Context Analysis
Trend Forecasting
USER PROFILING
Customer integrated profiling
Customer blueprint mapping
BIG DATA & APPLIED INTELLIGENCE
Big Data Ecosystem Design
Dashboard Design