Fundamentalco
New York, New York
Fundamentalco is a New York-based strategy agency specializing in branding & identity, with clients including Visa, Hilton and Vanguard.
Fundamentalco is less an ad agency than the consultancy many agencies wish they could become.
About Fundamentalco
Fundamentalco, founded by Jonny Bauer, is a strategy agency based in New York. Its work also spans Branding & Identity. Past clients include Visa, Hilton, Vanguard, A24, WeightWatchers and Olaplex. Its work has been recognized at Ad Age A-List Standout (2026).
Fundamentalco is less an ad agency than the consultancy many agencies wish they could become. Jonny Bauer, who helped build Droga5 as its chief strategy officer and later ran brand transformation inside Blackstone, launched it to prove that brand thinking can materially raise a company's value. In about two years it has grown to a projected $25 million in revenue, working with private equity giants like Apollo and Bain Capital and companies including Visa, Hilton and Vanguard, earning a 2026 Ad Age Standout nod.
The firm is deliberately senior-heavy, staffed by former CEOs and chief strategy officers, and recently hired ex-DDB global CEO Alex Lubar. It fits leadership teams facing a transformation or an exit; brands simply looking for a new campaign should look elsewhere.
Specialties
At a glance
- LocationsNew York
- FounderJonny Bauer
- Websitefundamental.co
Best for
Fundamentalco is a good fit if you need:
- Brand positioning and strategy
- A new brand identity or a rebrand
Notable clients
Awards & recognition
Frequently asked questions
Where is Fundamentalco located?
Fundamentalco is based in New York.
What does Fundamentalco specialize in?
Fundamentalco focuses on Strategy and Branding & Identity.
What brands has Fundamentalco worked with?
Fundamentalco's clients have included Visa, Hilton, Vanguard, A24, WeightWatchers, Olaplex, Apollo and Bain Capital.
Who founded Fundamentalco?
Fundamentalco was founded by Jonny Bauer.
Has Fundamentalco won any awards?
Fundamentalco's work has been recognized at Ad Age A-List Standout (2026).
Is Fundamentalco hiring?
Fundamentalco has no openings flagged in our latest review, but check its site for the current status.
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Profile last reviewed October 2026
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