We’ve always been drawn to the agency model utilised in advertising, of the clarity in the distinction between Accounts and Creative teams, of the value they place in real research, of the move away from the all imposing ‘Don Draper’ singular creative (white male) genius, to a model of freelancing design teams, integrated research, positioning power and genuine agility.
Of course, I’m looking from the outside - I am sure there are mountains of material printed about the decline of the advertising form, the loss of power and connectivity of the agency, but from my end it look likes the advertising world had its big shake up in the 80’s and 00’s and had to reinvent itself, and is doing so again since the early 2000’s from digital ‘disruption’ (just try searching “The Agency is Dead, Long Live the Agency” its incredible how many articles have been written with that cliched title….)
TheFulcrum.Agency is a firm that has a wholeheartedly naive view of the agency world.
We’ve combined two words –
Fulcrum, being the point at which leverage and force can be exerted...a small amount of effort, if utilizing the right lever with the correctly placed fulcrum, can generate enormous change, and:
Agency - the obligation we feel to act, to advocate and be agents of change. To look for any opportunity to be involved in action, to create effects, and to act purposefully.
As we’ve been compiling, thinking and look back at our work, our talks and our writing over the past twenty years of practice these themes emerge again and again to inform our future ..