FoxP2 takes its name from the creativity gene that has mutated in human beings over the last 50 000 years. The earliest evidence of the FoxP2 gene was found in the Blombos caves when ancient man first used their functional tools to create art.

This adoption of creativity changed the course of mankind’s evolution forever.

This ability to innovate and adapt is summed up in the agency’s “Freedom to Mutate” philosophy. FoxP2 has adopted a media neutral approach and doesn't differentiate between above the line, below the line or though the line.

The only line that matters is the one that separates good and bad ideas.

The solution to a client's marketing problem may be may be a 60-second TV commercial, a viral campaign that records over a million hits on YouTube or an installation that defies any traditional media thinking.

Being strategically and creatively strong in traditional advertising fields is a non-negotiable, but non-traditional solutions are the ones that can often add unexpected value to clients’ brands. At the heart of all the solutions lies creativity, for strategically applied creativity is the most effective marketing tool a company can employ.

FoxP2 case studies highlight the disproportionate return on investment this approach to advertising can yield.