Full Fat is a creative, culture & people agency, helping brands resonate in culture and grow value via cultural strategy & consultancy and full-service creative & project management across PR, Social, Influencers, Content & Experiential. 

We hear from Full Fat’s two Founders, Ella McWilliam and Megan Morass:

Full Fat prides itself on committing to being responsible marketers, how do you implement this in your day-to-day, and why is this important? 

Responsible marketing is rarely discussed, so let us explain what it means to us. At Full Fat it’s about considering the impact of campaigns on the end consumer—not just focusing on metrics like ROI, sales, or impressions - but assessing the emotional response from audiences and how this relates to their overall mental health. 

At Full Fat, we recognize the influence marketing has on individuals. With the average person in the Western world exposed to over 10,000 marketing messages daily—more than a lifetime’s worth a century ago—content overwhelm and mental health challenges are rising. This is why responsible marketing is crucial.

Marketers must take ownership of the content they produce. At Full Fat, we use our proprietary tool, The Cultural Resonance Index (CRI), to identify and avoid harmful tactics like FOMO or scarcity messaging. By combining behavioural science, psychology, and neuromarketing, the CRI ensures campaigns deliver meaningful, authentic, and impactful messages to consumers. Producing notable positive impact on brand value and consumer perception. 

Our CRI has shown that quality, targeted content is more effective and responsible than mass messaging aimed at everyone. This commitment to ethical marketing underpins our B Corp status and defines Full Fat’s approach: we care more. We want our clients, team, and campaigns to care more too.

We believe marketing matters and can drive positive change. As responsible marketing becomes a growing priority for brands over the next decade, we’re excited to help them make a meaningful impact.

What does becoming B Corp mean for the agency and why is it important to you and your ethos? 

We proudly joined the B Corp community earlier this year, cementing our unwavering dedication to our people, the environment, the community, and the wider marketing and culture industry. 

Our mission is to to improve the marketing industry through our work; delivering creative, culturally resonant campaigns; and practicing responsible marketing. We care deeply about our people and our partners, fostering a positive work culture and showing active support for people and our planet.

The B Impact Assessment is a rigorous and thorough review of the entire business across five key areas: community, customers, environment, governance, and workers.

Some highlights have included partnering with the brilliant Brixton Finishing School to deliver mentoring, workshops, and school & college talks, and hiring roles directly aimed at the BFS community. We’ve long been committed to creating a more equitable space and for the third year running, we have delivered over £20,000 of our time to charities and non-for-profits, as well as donating 1% of our profits to a charity selected by our team.

We’ve leveled up our team training and development, solidified our People + HR practices including better onboarding, line management, appraisals, feedback and anonymous staff surveys and overhauled our policies from enhanced parental leave to menopause to neurodivergence and more.

Our belief is to bring our team on the journey of where we are going with the agency and this also means being open and honest about our financials including our profit. We believe shared goals will result in collectively achieving so much more together. 

Being a people-first agency that upholds its values across everything we do is a large part of our success and we commit to living by these values. Looking after our team’s welfare is a priority and this includes offering well-being days for times when the team needs a day to rest with no explanation, with no explanation, as well as offering private medical health care, free therapy with Self Space, flexible and hybrid working, a company-wide bonus, and our carefully curated employee culture and wellbeing programme, Full Fat+ and more.

There is always more we can and should be doing, and our focus as we look ahead to 2025, is to ensure we are being that 1% better every single day - focusing on the marginal gains will lead to, we believe, greater success and positive change within our agency and our industry.

Full Fat: https://www.wearefullfat.com/