We took on the idea as our own in 2001, when in Auckland, New Zealand, Kevin Roberts shared his idea with us. In April 2003, we presented it publicly in an unforgettable presentation at the gray building site of the top floor of Plaza Roble, when we decided to move it from an idea to the definition of our mission: to fill the world with Lovemarks.
At that time we were called Consumer Excepcional Nazca Saatchi Saatchi, a name that came about with the acquisition of Consumer Publicidad from Publicidad Excepcional de Costa Rica, as well as the fact that in 2002 we had started our relationship with the then Nazca Saatchi Saatchi. However, when we turned 15 years old, we decided to change our name, as Consumer refers to the consumer, a transactional approach, and Exceptional refers to its superlative typical of the advertising of the past.
Therefore, in November 2003 we changed our name to Tribu, a legitimately relational approach, then we moved from our old offices in Sabana Sur to our own building, designed by Bruno Stagno for the company that proposes to redirect brands towards Lovemarks. In all that we did, we asked ourselves: “How should a Lovemarks company do this?” or, “Under the Lovemarks integral proposal, how should Tribu do this to be different, consistent and inspiring? Under the powerful conviction that success lies in succession and the creation of a sustainable culture, we focused on finding the key people.
Along the way, we brought many talented and valuable people into our project, until we found the perfect partners and life partners. We set out to move Tribu from a mysterious, attractive, intimate and provocative name, to a life commitment, to realize it in practice and to gather in our space a tribe of spectacularly deeply identified people, ready to enjoy every step of the way.
Lovemarks is not a destination, but a sense of direction. You will never become a Lovemark, because you will always be a moving target in a dynamic, changing and often unpredictable context. However, convinced of the validity of the principle that says that the direction determines the destination, we have focused obsessively on taking the path to steer Tribu towards Lovemark, because only then could we propose with moral authority to our clients that they do it for their own brands, both in their advertising and in their complex reality.
All this has moved us to strive to be authentic, legitimate, real. It has made us disciples and evangelists of a vision that we adopt, adapt and complete with our own ideas, and this is why at Tribu, we live our own and certainly unique version of Lovemarks, fuller, fuller, more intimate and possibly also, more ours. We propose that everyone in Tribu attends to their intellectual, emotional, physical and spiritual dimension, or in other words, that each person dedicates time and attention to their body, heart, mind and spirit.
We have convinced ourselves that the road to success is full of failures, and that we will be better and better as we focus on contributing from our personal areas of strength. We applaud success as well as mistakes, while we strive for everyone to join in proactivity, effectiveness and of course, winning creativity.
With a Tribu strengthened by huge open spaces for personal initiative and collective efforts, as well as for talent, technology and tolerance, we keep Tribu moving in the direction of Lovemark, as we will do better for our clients’ brands as well.
