Big Fuel

Big Fuel now operates as FKA, short for Formerly Known As, a data-led marketing agency within the Publicis group. It combines social media, commerce and customer relationship management into one approach, aiming to build lasting relationships between consumers and brands rather than one-off sales.

Products and services

• Integrated social, commerce and CRM: planning the three together so brand, loyalty and sales work feed each other.
• Audience and cultural insight: research into why audiences behave as they do, not just what they do.
• Brand-to-demand creative: creative work built to close the gap between awareness and purchase.
• Channel planning: focusing spend on channels that allow two-way conversation with customers.
• Martech integration: testing new platforms and linking older, disconnected marketing technology.

Who it serves

FKA works with brands moving between physical retail and e-commerce, from mass-market names to challengers, that want a loyal following.

Key facts

• Parent group: Publicis
• Team: more than 600 people
• Staff programme: employees may work from any Publicis office worldwide for up to six weeks in each calendar year