Agency Spotlight

The Fuel Agency

Fuel is a globally awarded, insight-led, strategically driven, outcome-focused agency. Twenty years ago, the agency was founded on the knowledge that clients wanted more accountable, transparent, and effective campaigns. This became the single-minded approach on which Fuel continues to build. Delivering commercial outcomes is what drives the team, and this is done in a unique, collaborative, and highly effective way. Fuel is a full service, independent agency, working with leading brands across strategy, creative, digital, social and activation. It’s been described as unconventional, disruptive, and challenging. That’s fine by them, because they believe the constant pursuit of better demands it.

What is your Secret Sauce?

The Wall Process is at the heart of its creative success. It’s a unique creative process designed to share ideas, lateral thinking and integration. It allows only the best strategically-led creative ideas to remain. It’s a collaborative, iterative, transparent process that delivers better creative outcomes. This proprietary approach allows Fuel to review a campaign upfront or a brand’s strategic intent, creative appeal, USP’s and proof points, their ability to shift behavior and the channel and media mix.

What are you awesome at?

Delivering integrated campaigns seamlessly across paid, owned and earned channels that get commercial results.

What's a recent success story?

Fuel is a recent winner of three Golds in the Global Summit Awards. This included a brand campaign for TAFE Gippsland, a behavior change campaign for Summer Fire and ‘Top Agency’ from more than 4,500 entries across 27 countries.

Why do you want to be a part of sAm?

Fuel is a part of Magnet, a global network of independent agencies, and this initiative speaks to the DNA of what the agency stands for and how we position ourselves.

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