Q] What was the motivation behind launching Fundamental, and how did the name come about?
The founding idea of Fundamental is rooted in a shared ethos. Each member of the core team comes from a long and accomplished career within network agencies. However, with seniority came distance from the craft, from the creative process, and from the very reason we entered the industry. Our roles became increasingly managerial, and that creative spark began to fade.
Fundamental was established as a return to that core to reclaim our proximity to the work, and to build something that prioritises creativity, intent, and integrity over hierarchy. Our philosophy extends to how we view growth. We are not pursuing scale for the sake of valuation or visibility. We’re not trying to become a one-stop shop that delivers everything to everyone. Our focus is firmly on value over volume - on doing high-impact, meaningful work for a select group of brands.
Q] Do you think it is now the era of young agencies? Are brands more open to working with newer teams like yours?
The ecosystem of brands working with multiple agencies has always existed. What’s evolved is the nature of expectations. Today, more brands are seeking partners who can offer deeper value, those who think strategically and creatively, not just execute deliverables.
Traditional network agencies are structured to serve scale and volume. Our approach is different; we focus on value. And when that’s your proposition, clients aren’t measuring by headcount; they’re assessing the depth and clarity of your thinking. Ultimately, it’s about knowing what you stand for. If you try to do everything, you risk doing nothing exceptionally well. We aim to be the partner brands turn to for a particular kind of challenge where thoughtful strategy and strong creative thinking truly matter.
Q] Do personal relationships in the industry still affect work coming to new agencies?
Yes, and honestly, that’s understandable; it’s human nature. People tend to work with those they know and trust. But when a brand is truly looking for better work, they’re willing to navigate internal processes and reach out to agencies like ours. And if they’re happy with their current partners, that’s perfectly fair too.
Q] What advantages do you think young agencies like yours have over traditional network agencies?
As a young agency, every project counts. We take on fewer assignments, so even if two don’t land it can set us back. Roles are clearly defined; if someone’s writing, they own it end-to-end, which builds real accountability. Without layers of approvals, our work stays true to the idea. On a Sprite campaign, there were 50 people on the IR call and just the two of us. It worked. Coming from outside the traditional agency system, we bring a fresh, outsider’s perspective to every brief.
