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Angus Maclaine

Angus Maclaine

Founder and Chief Executive Officer at Fundamental Media

Angus founded Fundamental Media from his spare bedroom in 2004. Since then the business has established offices in Boston, London, Dubai and Hong Kong with annual turnover in excess of a hundred million US Dollars.

Since launch Fundamental Media has conceptualised, planned and delivered a plethora of unique offerings to the market. From research and insights to technologies and applications, Fundamental Media’s core DNA is around innovation and disruption.

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  • Marketing today is specific. It’s about ensuring that a specific individual is targeted with a specific message in a specific location at a specific time within a specific editorial environment to achieve a specific outcome.

  • Fake news and its proliferation have become global problems. It will be interesting to see how other countries introduce controls.

    Sharing fake news via social media is a problem, but the individuals who are creating the initial fake news story are the ones who should have legal action brought against them.

  • The market research element of crowd funding is possibly more valuable than the capital raising element.

    There are many ways to gain access to capital, but few ways to conduct product launch research where potential buyers vote with their wallets and not just a comment.

  • Building digital audience segments is a complex yet vital step in building targeting solutions for marketing messages (content and display advertising).

    Similarly, the audience segment’s interaction with the content should also be taken into account for subsequent audience profiling.

    The days of claiming

    Building digital audience segments is a complex yet vital step in building targeting solutions for marketing messages (content and display advertising).

    Similarly, the audience segment’s interaction with the content should also be taken into account for subsequent audience profiling.

    The days of claiming “half the money I spend on advertising is effective, the problem is that I don’t know which half”, are behind us. With clarity on audience segments and the interaction these segments have with your customised marketing materials, it’s now possible to measure every impression’s performance (all within the GDPR rules).

  • While fewer deals at larger value are being done, there are still loads of opportunities for early stage entrepreneurs.

    There are so many business owners at the moment who would welcome approaches from budding entrepreneurs looking for modest investment numbers.

  • Ad tech is not only here to stay, but here to completely redefine the manner in which marketeers Work.

    For any professional working in the marketing sector, investing in building tech knowledge is vital.

    Henry Ford famously said “If I asked my customers what they wanted, they’d ask for a faster horse”

    Ad tech is not only here to stay, but here to completely redefine the manner in which marketeers Work.

    For any professional working in the marketing sector, investing in building tech knowledge is vital.

    Henry Ford famously said “If I asked my customers what they wanted, they’d ask for a faster horse”.

    For marketing professionals who expect to utilise today’s marketing skills in tomorrow’s marketing world is akin to expecting that the knowledge of how to saddle a pony is going to be a sufficient skill to competitively drive a race car.

    Whether outsourced or not, understanding and maintenance of knowledge around marketing technology should be a priority for every marketeer.

  • Marketing for funds requires a specialist approach. When you consider that income generated is calculated as basis points on the flows, every dollar spent should have the objective of delivering a thousand dollars in flows.

    Similarly, in today’s marketing saturated world, achieving cut through can only

    Marketing for funds requires a specialist approach. When you consider that income generated is calculated as basis points on the flows, every dollar spent should have the objective of delivering a thousand dollars in flows.

    Similarly, in today’s marketing saturated world, achieving cut through can only truly be done through detailed and bespoke partnerships, sector, market, product knowledge, distribution channels and relationships.

    Traditional media and marketing agencies suffer from operating in multiple sectors which results in their staff not being able to establish specialist knowledge in any one field.

    For marketing of funds and wealth management solutions, always utilise a specialist in the sector.

  • In a time where individuals, via social media and ‘popup’ sites are viewed by some as more trustworthy than traditional media who have editorial boards and businesses that are targets for legal action should they publish actual fake news, the challenges for both publishers and consumers of news are substantial

    In a time where individuals, via social media and ‘popup’ sites are viewed by some as more trustworthy than traditional media who have editorial boards and businesses that are targets for legal action should they publish actual fake news, the challenges for both publishers and consumers of news are substantial.

    Whether the solution is via technology, editors, legislation or education of consumers to be able to identify the tell tale signs of fake news, urgent action is needed.