Duende

What Duende does

Duende is a privately held content marketing and storytelling agency headquartered in Medellín, Colombia. Founded in January 2017 by five co-founders (Sarita Palacio, Fredy Zuluaga, Juan José Ramírez, Viviana Andrea Macías, and Samuel González), the firm specializes in strategic narrative consulting and multi-format content production for enterprise brands, government institutions, educational organizations, nonprofits, and consumer-facing companies across Colombia. Its service portfolio is organized around four pillars — strategic narrative consulting (the proprietary PPE methodology and 'narrative emergence' approach), editorial content, audiovisual content, and graphic design — and is delivered by a multidisciplinary team of roughly 60 'duendes' that includes journalists, designers, audiovisual producers, and digital strategists.

The firm's underlying production stack blends human-led narrative strategy with an AI-augmented workflow that leverages off-the-shelf generative tools (GPT-4, Midjourney, DALL-E 2, synthetic voice and video platforms) to accelerate scripts, visual content, animation, and audio assets, while keeping narrative direction and emotional grounding under creative control. Duende monetizes through three revenue streams: (1) project-based strategic storytelling and content-production engagements with enterprise and institutional clients; (2) ticketed workshops and immersive experiences (e.g., 'Pixar vs Campbell,' 'El viaje de las historias' storytelling tour through Caribbean Colombia) sold via a Shopify e-commerce storefront; and (3) thought-leadership distribution through Duende Lab newsletter, Duende Laboratorio blog, and Revista Duende digital magazine.

The go-to-market motion is sales-led, with enterprise outreach via website, email, and industry events, paired with an event-driven component in which the firm hosts public workshops and multi-day immersions to demonstrate expertise and generate leads. Pricing is bespoke and quote-based — the company frames initial client conversations as informal consultations ('tomémonos un café') before scoping and quoting multi-month projects. Named flagship clients include Corona, Fundación Éxito, Marymount School Medellín, Expoartesano, Secretaría de Turismo del Valle del Cauca, and Comfenalco Antioquia, with the firm stating it has worked with more than 60 brands cumulatively. Ownership is founder-led and closely held with no disclosed external institutional investment.

Name

Duende

Legal name

Duende

Website

https://duende.com.co

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Duende is a Medellín-based content marketing and storytelling agency that designs narrative strategy and multi-format content (editorial, audiovisual, graphic) for Colombian enterprise brands, government bodies, educational institutions, and nonprofits. Revenue is generated via bespoke project engagements and ticketed workshops and immersive experiences sold through its Shopify storefront.

Ownership category

akta.pro rank

Product category

Content Marketing and Brand Storytelling Services

NAICS

Newspaper, Periodical, Book, and Directory Publishers (5131)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330), Miscellaneous Publishing (2741)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Content & Creative Studio for Creators (Concepting/Production) (MPAAAHAD), Creator Events & Experiences (Trips, Houses, Retreats) (MPAAAHAN)

Keywords

• Content marketing services
• Brand storytelling consulting
• Narrative strategy
• Corporate communications
• Experiential content

Headquarters

HQ city

Medellín

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Strategic storytelling and narrative consulting: Core consulting engagements involving research, narrative strategy development, and brand storytelling frameworks for enterprise and institutional clients. These are project-based engagements typically scoped over weeks or months, involving stakeholder interviews, audience analysis, and narrative platform creation.
2. Content production (editorial, audiovisual, graphic, experiential): Production of written, visual, graphic, and experiential content deliverables as part of broader storytelling engagements. Includes comic/illustrated annual reports, brand videos, photography, animation, guided tour scripts, podcasts, and event experiences.
3. Workshops and educational experiences: Ticketed workshops and immersive storytelling experiences (e.g., 'Pixar vs Campbell' workshop, UX and content sessions with Juan Diego Buitrago, and 'El viaje de las historias' multi-day retreats) sold directly through the e-commerce store.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Duende is a content marketing and storytelling agency that researches and constructs brand narratives for enterprises, governments, and institutions. Its core portfolio spans strategic narrative consulting, editorial content production, audiovisual production, and graphic design, delivered as bespoke projects for clients in Colombia. Supporting offerings include educational workshops, a digital magazine (Revista Duende), and immersive storytelling experiences such as 'El viaje de las historias.'

Product overview

Duende is a content marketing and storytelling agency based in Medellín, Colombia. The company operates as a single unified service offering—strategic narrative and content creation—rather than a software platform. Its core portfolio spans four service lines: (1) Consultorías (strategic narrative consulting), (2) Contenidos editoriales (editorial content), (3) Contenidos audiovisuales (audiovisual production), and (4) Contenidos gráficos (graphic design). Supporting sub-brands include Revista Duende (a storytelling magazine focused on methodology and training) and Duende Lab (events and newsletter). The company also produces experiential content projects (experiencias) and structured workshop tickets sold through its e-commerce store.

Differentiator

Problem solved

Functional benefit

Products and services

• Consultorías (Strategic Narrative Consulting) Research and construction of brand narratives under a consultancy model (PPE - Public, Product, Ecosystem). Designed for enterprise brands, government institutions, and educational organizations seeking strategic communication grounded in storytelling.
• Contenidos editoriales (Editorial Content) Journalism, communications, and philology-driven editorial content production for brand storytelling campaigns. Targeted at enterprise and institutional clients seeking written narrative content.
• Contenidos audiovisuales (Audiovisual Content) Photography, video editing, animation, and audio production for storytelling campaigns. Targeted at enterprise and institutional clients seeking audiovisual brand narratives.
• Contenidos gráficos (Graphic Content) Graphic design combining beauty and functionality for brand storytelling deliverables. Targeted at enterprise and institutional clients requiring visual identity systems and design assets.
• Experiencias (Experiential Events and Content) Design and execution of experiential events and storytelling experiences, including guided tours, congress content, and immersive cultural programs such as 'El viaje de las historias.' Targeted at corporate, government, and cultural organizations.
• Revista Duende Digital magazine covering storytelling methodology, consulting strategy, and content creation training, available for free download. Targeted at marketers, brand strategists, and storytelling practitioners.
• Duende Lab Newsletter and Events Curated newsletter and events subscription service delivering marketing insights and content recommendations. Targeted at marketing professionals and brand strategists interested in storytelling methodology.
• Workshop: Pixar VS Campbell - Con Sarita Palacio Ticketed storytelling training workshop comparing Pixar and Joseph Campbell narrative frameworks, led by CEO Sarita Palacio. Targeted at marketing professionals, brand strategists, and storytelling practitioners.
• Workshop: Experiencia de usuario y contenidos - Con Juan Diego Buitrago Ticketed workshop exploring user experience and content strategy, led by Juan Diego Buitrago. Targeted at UX professionals, content creators, and digital marketers.
• El viaje de las historias (Storytelling Immersion Tour) A multi-destination storytelling experience in Colombia's Caribbean region (Mompox, San Jacinto, San Basilio de Palenque, Cartagena) featuring creative workshops with writers, musicians, and narrators. Targeted at individuals and small groups seeking immersive storytelling experiences.

Quantifiable outcome

• Reached 1.5 million people on social media; 31,000+ engagements; 4,224 new followers; $75M COP in freepress for Expoartesano 2024
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered notable, flagship and core.

• Bukz y Pergamino CafénotableStrategic or Co-development PartnerDuende partnered with Medellín-based independent bookstore Bukz and specialty coffee roaster Pergamino Café to co-produce a content series profiling 10 creative personalities from Medellín. The collaboration combined Duende's storytelling expertise with the cultural credibility of both partner brands, creating a multimedia campaign celebrating the city's creative community.
• CoronaflagshipStrategic or Co-development PartnerCorona, a leading Colombian brand in construction finishing products, engaged Duende to design the 'Creadores de Prestigio' brand narrative campaign and the 'Liga Maestra' loyalty program name, elevating the image of construction tradespeople (maestros de obra) and featuring selected tradespeople on product packaging across Colombia.
• Comfenalco AntioquiacoreStrategic or Co-development PartnerDuende collaborated with Comfenalco Antioquia to produce the content strategy and experiential execution for the Congreso Internacional de Gestión Humana, an annual HR leadership conference. Duende designed the event's narrative framework, interactive booths, and talent showcases, integrating wellness-focused programming.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• DDB Colombia: Colombian creative agency of DDB Worldwide known for integrated creative campaigns and brand storytelling. Comparable to Duende as a Colombian-headquartered full-service creative shop targeting the same enterprise brand clients.
• Sancho BBDO Colombia: Colombian office of BBDO's regional creative network, recognized for strategic brand storytelling and award-winning campaigns. Direct peer because it competes for the same brand narrative and content production briefs among Colombian enterprises and multinational clients.
• MullenLowe SSP3 Colombia: Colombian creative agency part of the MullenLowe global network, offering integrated advertising, content, and brand storytelling for enterprise and consumer clients. Direct peer to Duende because both compete for Colombian brand-narrative and content marketing engagements.

Broad incumbents

• McCann Colombia: Colombian office of McCann Worldgroup, a global network offering advertising, content, and brand strategy. Broad incumbent with significantly larger footprint; comparable on enterprise brand storytelling engagements.
• Grey Colombia: Colombian office of Grey Global Group, a multinational creative advertising network. Broad incumbent offering brand storytelling and content production comparable in nature, though at much larger scale and broader scope than Duende.
• Publicis Colombia: Colombian office of Publicis Groupe offering advertising, media, content, and marketing services at scale. Broad incumbent that competes with Duende for enterprise marketing budgets while providing much wider service breadth.
• Ogilvy Colombia: Colombian office of Ogilvy, one of the world's largest integrated advertising networks. Broad incumbent operating across advertising, content, PR, and consulting — overlapping with Duende on enterprise storytelling but at materially greater scale and scope.
• Leo Burnett Colombia: Colombian office of Leo Burnett Worldwide, known for creative campaigns and brand storytelling. Broad incumbent operating at greater scale with overlapping services on corporate brand narrative work.
• VMLY&R Colombia (formerly J. Walter Thompson): Colombian creative agency within WPP's VMLY&R network, focused on brand experience, content, and advertising. Broad incumbent offering integrated storytelling capabilities alongside broader services, comparable to Duende's enterprise content engagements.

Emerging players

• Contently: Global content marketing platform and creative network that matches brands with freelance creators and runs enterprise storytelling programs. Emerging player comparable to Duende in its storytelling/brand-narrative focus but with a tech-enabled, distributed talent model rather than a single in-house team.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/duende_com_co
• YouTubeyoutube.com/channel/UCZN09LMx_U8E_yU508yV-hQ
• Facebookfacebook.com/tenemosduende
• LinkedInlinkedin.com/company/27182615
• Instagraminstagram.com/duende.com.co

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Duende