Mission
What do we do to achieve our ambition?
We build the ads, content, and activations that turn audiences into participants.
Every brief starts with behaviour — how the audience moves, where the decision moments are, what makes them stop. The creative follows from that. We don't just build things your audience sees. We build things they do.
Vision
What do we want? What's our highest ambition?
To own the conversation around interactive advertising. To be the agency CMOs, media buyers, and publishers think of first when interactivity comes up. To have a body of work that proves the argument we're making.
Not the biggest agency. The most respected one in this space.
By default.
Purpose
Why do we exist?
Most brands have a gap between how they look and how they feel to interact with digitally. The identity is right. The values are defined. The visual language is consistent. Then someone clicks an ad, lands on a page, watches a video — and the experience feels flat. Generic. Like every other brand in the category.
That gap is where trust breaks down.
Interactive advertising, built properly, closes that gap. It makes the digital experience feel like the brand, not just look like it. When every touchpoint compounds in the same direction, trust builds. Trust builds decisions. Decisions build commerce.
That's why we exist.
We built By Default to work differently. For clients who want something different. With a team that thinks differently. Our founders are neurodivergent — not as a diversity statement, but as a creative advantage. We see connections other people miss. We approach briefs from angles that don't come from a standard agency playbook. The work is different because the thinking is different.