The ethos and rules we live by

We explain BEX Lab's mission and six core rules. While not as noble as the samurai’s bushido, they’re considerably less opaque than values.

Esteemed US management consultant and author Patrick Lencioni wrote one of the more insightful articles on corporate values almost 20 years ago.


In Make your values mean something, he stated: “Most values statements are bland, toothless, or just plain dishonest. And far from being harmless, as some executives assume, they’re often highly destructive. Empty values statements create cynical and dispirited employees, alienate customers, and undermine managerial credibility.”


He subsequently highlighted how homogeneous values often are, as evidenced by the fact that “55% of all Fortune 100 companies claim integrity is a core value, 49% espouse customer satisfaction, and 40% tout teamwork”.


At BEX Lab, we’ve written extensively about the importance of developing an authentic purpose that’s commercially aligned, and it goes without saying that we practise what we preach.

Our mission is authentically us:

To seamlessly connect data, customer intent and content to build meaningful brand experiences that.

We might be in the content business but our mission is intentionally unsexy. It’s simply what we do, believe in and stand for.

And these are more than just words on our website. Our mission is at the heart of everything we do. It’s in our DNA.

Hard Work and skull tattoo on arm
Our mission and rules guide everything we do; they’re a living, breathing organism.

Brands trust us to help them maximise commercial outcomes, and it’s a responsibility we take seriously.


We’re unequivocally not the agency to call if you want someone who won’t challenge the status quo, or if you simply want pretty pictures. 


Instead, our entire focus is on how to help improve your marketing to accelerate your growth.


In doing so, you see greater returns, and we get to keep helping you do so. The relationship is symbiotic. You win, we win!


Our mission is underpinned by a core set of six rules. While not as noble as the samurai’s bushido, they’re considerably less opaque than values.

Everything we do is measured by the three benchmarks at the heart of our agency:




1. BEX (as in 'Brand EXperience')

It’s more than just a playful part of our name. Our commitment to enhancing your brand experience is our point of difference.


‘BEX’ is all about connecting data, customer intent and content to build meaningful brand experiences that increase our clients’ market share and profitability. 

2. Systematic

Our superpower is synthesising disparate streams of work into one cohesive, interconnected strategy. Our approach is precise and systematic – we dissect complex information and individually scrutinise all of the pieces before mapping a pattern of facts to reveal the deeper truth behind them. 


Sophisticated simplicity is an outcome, not an aspiration.


From there, we’ll help you seamlessly integrate it across paid, owned and earned channels.

3. Bespoke

We’re innovative, creative thinkers who approach your business from every angle and adapt to your needs.

As the Lab in our name suggests, we know how to blend experience with experimentation and creativity with cutting-edge comms. From the smallest data to the biggest trends, we distil the essentials and get right to the essence of your brand.


Through dynamic content and omnichannel marketing, we tell your story. We write the words, delight the ears and paint the pictures to bring your business to life.   

Our mission is supported by the three pillars on which our agency is founded:

Brilliant humans

Clients win​

Brand experience map-led

1. Brilliant humans only

This is equally the most simple and the most important.


While the words ‘respect’, ‘integrity’, ‘authenticity’ and ‘empathy’ are too often bandied around, they truly mean something to us.

We categorically won’t work with you unless you’re a good human being. We’ve walked away from opportunities where the dynamic was wrong, and will continue to do so.

We wear our hearts on our sleeves and our default is honesty. We gravitate to like-minded, authentic people. And the entire team instinctively prioritises what’s most important ahead of what’s easiest or most profitable.

2. Clients win

Our mission and everything we do is designed to help your business win as fast, and as big, as possible.


We’re genuinely hungry for you to achieve success, and we work with intent and passion.


Most of our client relationships are long-term. There’s a straightforward reason for this.

Our team and clients are the only stakeholders in our business. This means your success is our sole focus.

3. Brand experience map-led

Before looking at the big picture, we dive-deep into the data to uncover patterns, deep truths and possibilities. It’s this granular process of developing a ‘brand experience map’ that identifies white space and big ideas to fill it.

The data reveals customer opportunities and pain points, enabling brands to have a more nuanced conversation across the customer journey.

Our ubiquitous ideology

samurai armour image
Our mission and core rules are Ubiquity Lab's version of the samurai’s bushido.

Our mission and rules guide everything we do; they’re a living, breathing organism as ubiquitous as the air around us.


These aren’t cookie-cutter platitudes that get printed in the annual report and forgotten about. They’re our compass at every literal and figurative fork in the road.


We’re very clear on what we demand of ourselves and of others. And this guiding ethos is present in every little thing we do, as well as in the big decisions.

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