fst is an award-winning strategy-led design agency based in Marlow, Buckinghamshire. The agency has offices in London, Miami, Dubai and Singapore. fst is headed up by Design Director, Charlie Butterfield, Client Service Director, Andrew Brennan and Strategy Director, Alex Cleveland, following a legacy deal which sees the transition of ownership and management to a new generation of leaders. 

The fst mission statement: Challenge, Change, Make Better, sums up everything about the agency’s attitude and approach. Whether that is challenging its clients’ expectations or even just challenging its work internally, this belief pervades every aspect of their working lives. It is also how fst will work to achieve its purpose; if they challenge the way things are, they can change them for the better.

Charlie and Alex, tell me about the Legacy Deal and what it is?

Charlie: The Legacy Deal is a change of ownership. The previous board did not wish to see staff leave under potential ‘new management’ who may have different principles. They want fst to continue being an independent agency with strong values and a great culture to ensure that the legacy created can continue for many years to come. The deal is not an MBO - it is based on a simple debt principle which is interest-free, with no warranties or guarantees attached, based on selling the business. The debt (loan) is paid off over a period of time. It is based on the founding partners trusting the new partners; myself, Alex and Andrew. The deal is a sale, not a valuation and it ensures the business pays the debt to the founding partners.

What inspired you to take on the business and what is the end goal?

Charlie: The opportunity to take fst into a new era - we have amazing foundations to build on, but the industry has changed so much since the inception of fst. With a younger team, we are able to enter this new era with fresh energy, optimism and ideas. The end goal is to create an agency that can shift mindsets and build better brands for the future. 

Alex: We saw the potential of what fst could become if we were able to build on the fantastic foundations. The end goal is to continue the unique legacy of fst, and to provide as many people as possible with the same fantastic opportunities we have been afforded over the years.

How do you set yourself apart from other businesses in your industry?

Charlie: Our energy and motivations are deep-set. We are a young team that have principles and values that we hold dear and a bitterness towards the way our industry has previously acted. We want to do the right thing at all costs. This means doing meaningful, purposeful work that contributes to society and builds the brands of tomorrow.

Alex: We are extremely committed to being purpose-led. We do not communicate our purpose publicly, but it is something that guides every strategic decision we make. I think this differentiates us from many because it means we are not primarily commercially focused. Making money isn’t really the goal, it’s an outcome that allows us to keep going!

Keeping an eye on the numbers in any business is important. How do you ensure that you’re always up to date?

Charlie: We have weekly meetings where we run through billing plans and cashflow and a dashboard built into our forecasting tools that gives us live, historic and projected data at any time.

Alex: We have a fantastic data management system that enables the creation of bespoke reports and datasheets so we can see the numbers from many angles in real time. We also have a tremendously experienced Operations and Finance Team that we rely on for their expertise and guidance.

What’s the biggest lesson you’ve learnt so far?

Charlie: There is no manual on how to succeed. The business runs more on grit and heart than a framework. 

Alex: To be as honest and transparent as possible. Everything we do is for the good of the business, so we really have nothing to hide. We try to communicate as clearly and as consistently as possible with the team.

How do you think you’ve innovated your sector and why?

Charlie: Youth. Trust in youth. We have a young studio that is full of very passionate creative people and a culture that allows them to challenge EVERYTHING. It makes a punk environment where we can do anything. We bolster that youth with experience in strategy. It means we can be original, inspiring, youthful and creative to always deliver on the brief. 

Alex: I think we are one of the businesses that is working to change the perception of what creativity means and bringing it to a more “real” level. Gone are the days of long-haired, cravat-wearing creative directors promising the earth and delivering very little. What we do is real and tangible. We go through our processes with our clients very transparently, so they can be confident in the steps we are taking.

What are your thoughts on failure?

Charlie: It is necessary!

Alex: ‘Fail until you don’t’ is one of the mantra-posters on the wall in our office. There is no creative process without failure, it is nothing to be feared, it is a welcome, everyday step in the process.

Do you have a morning routine or ritual to get your day started on the right foot?

Charlie: I’m terrible in the mornings. My ritual is drink coffee until it is over. 

Alex: Not really. Today more than ever I value my commute though. I try and keep my 30 minute car journey just for me, either just thinking about whatever is in my head, or indulging in something personal, like listening to a sport podcast, music or whatever.

If you could be in a room with four entrepreneurs, who would they be and why?

Alex: I’m not sure I can answer that really. Entrepreneurs are people like any others! I guess four nice ones?

What are your top tips for entrepreneurs wanting to get their business out there?

Charlie: You can have the business you want, or you can have the excuses as to why you don’t. There is no shortcut to success, the way out is through. One top tip: collaborate. Own your own shit and pay awesome people to do the bits that you do not understand. There is no shame in knowing and owning your limits. 

Alex: I think the most important thing is patience and try not to skip any steps. You have to get your house in order and have some certainty around what you are doing before you go shouting from the rooftops.

What plans do you have for fst over the next two years?

Charlie: Do good work. Get good work.

Alex: We are looking to expand our teams in our international locations and grow our business there. We think it is an exciting area of growth that can both mitigate risk and provide fantastic opportunities for our team.

How important is company culture and what is your top tip to get it right?

Charlie: It’s everything. A principle isn’t a principle until it costs you something - Bernbach

Alex: It’s pretty much the single most important element there is. We commit a lot of time to getting it right - it sits right alongside our purpose. Every touchpoint is considered and made unique to us, from the employee benefits package through to the social calendar.