authentic identity by ADLATINA
1 October, 2026
Wabi’s fifteen years find us at one of the most decisive moments in our history: not only celebrating what we have built, but defining the company we want to be in the future.
The market, technology, culture, and audiences have transformed the way brands build relevance. Today, challenges no longer necessarily start with a single piece or end on a screen. They demand connecting strategic thinking, creativity, production, entertainment, experiences, and technology from the very beginning.
Wabi Group was born as a response to this transformation. It is not about adding services, but connecting capabilities to solve increasingly broader challenges. Production remains our core, but it is now part of a system that integrates brand strategy, fast content, experiential, film, post-production, innovation, and artificial intelligence, in addition to new verticals like retailtainment and vertical-first content.
The latter especially represents our vision of the future: developing narrative formats, series, and intellectual properties that allow brands to participate in entertainment and build deeper cultural bonds with their audiences.
We also strengthened our perspective with the incorporation of new talent. Each addition responds to the same intention: bringing together different perspectives to build more relevant solutions.
The next transformation of our industry will be producing ideas capable of becoming culture. From there, we are building the future of Wabi Group.
Mexico has something difficult to replicate: an enormous cultural density. Here, tradition and contemporaneity, solemnity and absurdity, humor and emotion coexist. That mix produces a very particular way of observing and telling the world.
For a long time, it was thought that to compete globally, one had to look like other markets. Today, the ideas that travel the furthest are precisely those born from an authentic identity. The local ceases to be a limitation when it is not used as decoration, but as a point of view.
Mexican craft has also been fundamental. It is not limited to the visual finish: it is in the casting, direction, art, locations, music, rhythm, and in all the decisions that give truth and personality to a story.
Mexico is already recognized as a great place to produce. The next step is to also consolidate itself as a place where formats, narratives, and intellectual properties originate, capable of traveling the world without losing their identity.
Artificial intelligence will make many tools and processes more accessible. Precisely because of this, judgment, cultural sensitivity, and originality will be even more valuable. Technology can accelerate execution; the perspective remains human.
The World Cup was much more than a sporting event: it functioned as a great accelerator for the industry and as a test of Mexico’s capacity to develop global-scale projects.
For advertising, it meant working with greater speed, coordination, and flexibility. Ideas could no longer be thought of solely as campaigns around a match, but as ecosystems capable of living across content, experiences, platforms, real-time conversations, creators, and points of sale.
Alan Suárez, CEO & founder of Wabi Productions for ADLATINA