Four F's with line running through.



At Fredicus, we endeavour to follow a tried and true assessment process for partnerships, projects, and opportunities. The Four F’s, the heart of our decision making. We’re not the creators of this concept but when we found it, it fit perfectly into our DNA.


Will working with this client, brand, or account bring enjoyment to our teams? Will it make them look forward to coming to work with a positive attitude? It’s important to consider if the work will be viewed as enjoyable or overwhelming, as it ultimately reflects on the team’s overall satisfaction with their job.


Will this client offer our agency and teams the opportunity to strive for excellence and gain recognition for their impactful and effective creative work? Not all clients seek fame, and it’s important to consider if the work aligns with the agency’s values and reputation. Invisible work can also demotivate teams, it’s a balancing act that is constantly part of the challenge. Avoiding work that is potentially harmful or deceitful, as it can ultimately harm the agency’s image and morale.


Will the new client bring in a fair level of income and profitability for the agency? While new business rankings often focus on income, some clients may be more valuable in terms of margin for the agency. In some cases, the account may be used as a strategic investment for larger opportunities or for creating high-profile work. However, creating high-profile work that does not generate income or profit is not sustainable, as it does not support the cost of the team working on the account. Therefore, finding the right balance is crucial. Additionally, team members who are responsible for creating high-profile work may expect to be compensated accordingly or may seek opportunities elsewhere.


It’s important to understand that for some team members, fulfillment comes from a combination of fun, fame, and fortune. For others, it may be separate. Understanding the motivations, interests, and values of your team members is crucial for aligning them with the right clients. This may mean working with a cause-related brand or a local brand that holds personal significance for them, rather than a multinational that works with a large number of agencies.

As agency leaders, it’s essential to consider the 4 F’s from the perspective of our teams, rather than our own. The front-line experience is different from financial metrics. By adhering to these 4 F’s, we are able to build mutually beneficial relationships with client partners. While they serve as a useful guide, it’s important to always be aware of and responsive to the evolving needs and perspectives of our team.