• by Richard Whitman , Columnist, March 4, 2015

Last week I made note of Alex Bogusky launching a start-up that that would focus on doing social good and that it would be called Spiffly. The first part was right. The second part was wrong. The new entity will be called Fearless and "will help socially-minded corporations, foundations and non-profits develop 360° campaigns while providing the added value of a built-in millennial audience through Fusion's television, social and digital platforms."

Fearless will be a division of Disney/ABC/Univision's cable network and digital platform Fusion and run in partnership with Bogusky, former CP+B'ers Dagny Scott and Lelsie Freeman. Fearless will "enable clients to engage with an ultra-connected audience in all of the places they consume media. The agency will develop multi-platform content spanning video, art, text, comedy, documentaries, television, events, and sharable content, all with an eye toward raising awareness and moving millennials to action on key issues and ideas that encourage positive change in the world."

Of the launch, Bogusky said, "Mashing up agency and media solves a huge problem for socially-minded clients who have incredibly compelling messages but no way to find their audience. Fusion is striking the right tone. Although millennials are more interested in doing good, they aren’t motivated by the same old dry boring, righteous approach. They have the attitude that changing the world can and needs to be fun. And I happen to agree with that.” 

Fusion will be opening an office in Boulder, Colorado where Fearless will be based.

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