Alex Lubar, formerly global chief executive of DDB Worldwide, has left the Omnicom Group agency network to take the role of CEO at Fundamentalco, a brand consulting firm that works closely with private equity firms and their portfolio companies, according to a report by the Wall Street Journal.
Lubar joins the independent firm, which spun out from Blackstone in 2024, reporting to founder Jonny Bauer, who assumes the newly created role of executive founder. Bauer founded Fundamentalco after nearly three years at Blackstone, where he developed brand strategies for the firm and its portfolio, and has retained Blackstone as its largest client. The consultancy also serves major investors including Bain Capital, Vista Equity Partners, and Thrive Capital, alongside corporates such as Visa and Hilton.
Under Bauer, Fundamentalco has positioned itself as a strategic partner for PE-backed businesses, helping them align brand strategy with broader value creation objectives. The company expects revenue to surpass $20m in 2025, representing 63% year-over-year growth, and currently employs around 35 staff, including former executives from JCrew and agencies like Droga5.
Quilvest Capital Partners has agreed to take a minority stake in Fundamentalco to support the firm’s expansion.
