What fire walk with me does

Fuego Camina Conmigo (legal entity GROM PLACE, S.L.) is an independent, full-service creative agency headquartered in Barcelona, Spain, with a second office in Madrid. Founded in 2011, the firm employs nearly 80 multi-disciplinary specialists spanning strategy, creativity, digital media, analytics, production, customer service and community management. It serves B2B enterprise clients primarily within the Iberian market, offering brand strategy, digital strategy, creative conceptualisation, content strategy, data intelligence, paid media, social media, digital production, influence marketing, digital PR, and studio services. Notable long-tenured clients include Decathlon (12 years) and Estrella Damm (8 years), alongside a diversified roster spanning MASORANGE, Volkswagen Golf, ING, Durex, Yoigo, Nespresso, Deichmann, Popitas, Casa Tarradellas, Etnia Barcelona, Cacaolat, Euroleague Basketball, and the Ajuntament de Barcelona.

The agency's product surface extends beyond client services into three proprietary assets: Pictle, a 2022-launched AI-generated image-guessing daily game built on Midjourney with both web and physical versions; Now New Next, a digital knowledge and innovation platform with editorial reviews, trend insights, expert talks and training programmes; and La Nueva Carne, an analogue magazine reflecting on the digital age. Pictle is the agency's primary AI touchpoint and depends on a third-party generative model rather than an in-house pipeline. No patents, APIs, SDKs or commercial software products are disclosed; the underlying technology stack is built around standard agency tooling plus generative-AI assistants used in creative production.

The business operates a B2B professional services model, generating revenue via project-based and multi-year retainer engagements under bespoke, quote-based pricing that is not publicly disclosed. Go-to-market is sales-led, relying on direct enterprise relationships, account management teams, industry referrals and the agency's thought-leadership platforms (Now New Next, La Nueva Carne) as top-of-funnel demand drivers. The firm is independently owned with no disclosed parent, institutional investors, subsidiaries, or acquisition activity, and is GDPR-compliant and Great Place to Work certified since 2020.

Name

fire walk with me

Legal name

GROM PLACE, S.L.

Website

https://fuegocaminaconmigo.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Fuego Camina Conmigo is an independent, Barcelona-based full-service creative agency employing nearly 80 specialists that delivers brand strategy, digital strategy, creative production, and media services to B2B enterprise clients across Spain, including Decathlon, MASORANGE, Volkswagen, and Estrella Damm.

Ownership category

akta.pro rank

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Creative Agency Services: Fuego Camina Conmigo generates revenue by providing creative and digital marketing services to B2B clients. Services include brand strategy, digital strategy, customer research, creative conceptualisation, content strategy, data intelligence, paid media, social media, digital production, influence marketing, digital PR, and studio services. Revenue is project and retainer-based.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Fuego Camina Conmigo is an independent B2B creative agency providing end-to-end brand strategy, digital strategy, creative conceptualisation, content strategy, data intelligence, paid media, social media, digital production, influence marketing, digital PR, and studio services to enterprise clients. Engagements are delivered as project work and multi-year retainers, supported by in-house proprietary platforms (Now New Next, La Nueva Carne) and an internal AI tool (Pictle).

Product overview

Fuego Camina Conmigo is an independent creative agency founded in 2011, operating as a full-service creative consultancy with approximately 80 specialists. The agency's core offering encompasses brand strategy, digital strategy, creative conceptualisation, content strategy, data intelligence, paid media, social media, digital production, influence marketing, digital PR, and studio services. The portfolio includes proprietary products such as Pictle (an AI Wordle-style guessing game), Now New Next (a digital knowledge and innovation platform), and La Nueva Carne (a magazine on digital-age culture). The agency works with major clients including MASORANGE, Volkswagen Golf, What The Sleep, Estrella Damm, Decathlon, ING, Jumpers, Durex, Vicio, Yoigo, and others, primarily serving B2B brand and marketing needs.

Differentiator

Problem solved

Functional benefit

Brands

• Now New Next: Digital knowledge and innovation platform for brands, providing reviews, shots (trend insights), meets (expert talks), and campus (training programs)
• La Nueva Carne

Products and services

• Creative Agency Services Full-service independent creative agency offering brand strategy, digital strategy, creative conceptualisation, content strategy, data intelligence, paid media, social media, digital production, influence marketing, digital PR, and studio services to enterprise B2B clients.
• Pictle An AI-powered Wordle-style daily game where players guess the text prompt that generated a series of AI-created images. Available in web and physical versions. Created in-house to research and make generative AI accessible while reinforcing the agency's innovative positioning.
• Now New Next Digital knowledge and innovation platform for brand professionals, publishing reviews, trend shots, expert meets, and training campus programs. Positions the agency as a thought leader and attracts like-minded clients.
• La Nueva Carne An analogue magazine reflecting on the digital age, focused on changes in the human condition and emerging future scenarios. Positions the agency at the intersection of digital culture and meaningful commentary.

Quantifiable outcome

• 65% e-commerce turnover increase in week one of campaign
• +8 more outcomes

Named customers21 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature1 record

Partnerships

14 partnerships are on record, tiered core, supporting and minor.

• Agosto (Production Company)coreStrategic or Co-development PartnerAgosto is the production company partner for the MásOrange 'Bienvenido al mundo que viene' campaign. They served as executive producers (Belén Gayán, Toni Moreno), with Laia Barot as producer, Nacho Gayán as director, Jan Velický as director of photography, and José Tirado as art director on the project.
• La Huella FX (Post-production Studio)supportingTechnology or IntegrationPost-production studio partner for the MásOrange campaign, responsible for visual effects and post-production work on the cinematic TV spot.
• Banjo Soundscapes (Sound Studio)supportingTechnology or IntegrationSound design and music studio partner for the MásOrange campaign.
• BLUR / MANSON (Production Companies)coreStrategic or Co-development PartnerProduction company partners for the VW Golf 'Forever desde 1974' campaign, with Inés Segura as executive producer and Pablo Herraiz as production manager.
• Smile (Production Company)coreStrategic or Co-development PartnerProduction company for the What The Sleep 'Duerme como una fucking bestia' campaign, with Calorro as filmmaker and Cristina Español as executive producer.
• Alex Trochut (Digital Artist)coreStrategic or Co-development PartnerDigital artist who designed the La P∞lsera NFT wristband for Estrella Damm, creating a transforming, evolving design representing the variety of events and experiences the winner would enjoy over 10 years.
• Club de CreativosminorOthersIndustry association membership that provides Fuego Camina Conmigo with first-hand knowledge of the latest industry trends.
• Interactive Advertising Bureau (IAB)minorOthersIndustry body membership providing Fuego Camina Conmigo with access to industry standards, research, and networking in the digital advertising space.
• Service Design Days (Sponsor)minorOthersFuego Camina Conmigo sponsors Service Design Days, an industry event focused on service design methodologies.
• MidjourneysupportingTechnology or IntegrationGenerative AI tool used to create images for the Pictle game project. The tool evolved alongside the project, with image quality improving over months.
• This Project WorkssupportingTechnology or IntegrationUX/UI and development partner for the Pictle web game project.
• Great Place to WorkcoreOthersInternational workplace culture consultancy that certified Fuego Camina Conmigo as a Great Place to Work since 2020, with 93% of employees affirming the positive workplace culture.
• Spotify, Ivoox, Podimo, Google Podcasts, Amazon Music, Tune In (Podcast Platforms)supportingTechnology or IntegrationPodcast distribution platforms for the 'Pienso, Luego Actúo' branded podcast, reaching audiences across major audio platforms.
• Alegre Roca (More Orange/PR Team)supportingChannel Partner/ Reseller/ DistributorClient-side PR and communications team at MásOrange (formerly Alegre Roca) working in partnership on the brand's launch campaign.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• La Despensa: Spanish independent creative agency with a strong record on consumer-brand campaigns across beverage, retail, and food — categories where Fuego Camina Conmigo has deep client penetration.
• Lola Mullenlowe: Independent-leaning creative agency network with deep Spanish-market roots and an integrated creative + media model. Direct competitor for the same enterprise brand roster (telecom, beverage, retail) that Fuego Camina Conmigo serves.
• El Ruso de Rocky: Madrid-based independent creative agency known for culturally distinctive, award-winning Spanish campaigns. Closely comparable independent model and creative-led positioning versus Fuego Camina Conmigo.
• Contrapunto BBDO: Madrid-based creative agency affiliated with the BBDO network, recognized for award-winning Spanish-market campaigns. Comparable in scale, geography, and full-service creative offering to Fuego Camina Conmigo.
• Oriol Villar: Barcelona-based independent creative studio recognized for high-profile Spanish brand campaigns. Closely comparable independent creative peer in the same Barcelona market.
• China (agency): Barcelona-based independent creative agency. Same city, similar independent positioning, and comparable focus on brand strategy and creative campaigns for Spanish enterprise clients.

Broad incumbents

• DDB Spain: Spanish operations of the global DDB creative network, offering integrated creative, media, and digital services. Larger and globally networked; competes for the same enterprise brand roster in Spain.
• McCann Worldgroup Spain: Spanish arm of McCann, a major global creative and integrated communications network. Competes in the same enterprise brand strategy and creative RFPs in Spain with greater global scale.
• Ogilvy Spain: Spanish operations of Ogilvy, a global creative, advertising, and PR network. Competes for the same enterprise brand communications RFPs with significantly larger global scale and integrated capabilities.
• TBWA\Spain: Spanish arm of global TBWA creative network, with a Disruption®-led offering serving major enterprise brands. Larger and globally networked; competes for the same Spanish enterprise clients but with broader geographic reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/fuegocaminaconmigoagencia
• LinkedInlinkedin.com/company/fuego-camina-conmigo
• Instagraminstagram.com/fuegocaminaconmigo

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 fire walk with me