Based Marketing is a proudly independent media and performance shop rooted in Eastern Europe, with founders Laura Reali and Alex Khlopenko leading from Latvia and Poland. Headquartered in Tallinn, Estonia, the agency is in its first year, but already pushing the boundaries of what a performance agency can be. Their work challenges conventional strategies and emphasizes automation, full-stack media buying, and brutal honesty. “We’re working class,” said Alex. “We’re here to work—no fluff.” Laura added, “Being indie means we can work the way we want—with values that actually match the work.” For clients, Based offers clarity, guts, and results.
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What the Agency is Best Known For and Strengths
Khlopenko started in law before pivoting to marketing. “I got fed up doing 90-hour weeks making other people rich,” he said. Reali, a martech pro, found the agency world lacking understanding of its own tools. They teamed up to build a new kind of media agency from Eastern Europe.
“We’re a media agency powered by automation,” said Khlopenko. They specialize in delivering disruptive strategy, punching above their weight with lean, full-service media plans. “Every client we work with—our plans scare them at first,” he said. “That’s a good sign.”
They shine in automation, platform-agnostic media buying, and strategic disruption. “We’re respectful, but not deferential,” said Khlopenko. “We scale with lean teams and punch above our weight because our strategies are sharp—and our tech stack works.”
Why Independence is Important
Reali said independence allows them to cut out “the politics and the fluff.” She added, “We’re friends as well as colleagues—we can give honest feedback, work fast, and focus on actual value.” Independence gives them control and real creative freedom.
Why Brands Should Work with the Agency
“We’re not inflating billable hours or selling long-term contracts,” said Khlopenko. “We’re here to deliver.” They don’t do vendor lock-in or kickbacks—they build creative, effective plans without pushing platforms. “We’re not selling Salesforce—we’re solving your problem,” he said.
Why Talent Should Consider the Agency
Reali noted, “We’re small by design. We work closely, we give feedback, and we want to do good work.” Their setup offers freedom, honesty, and a lack of corporate nonsense. “We’re friends, we’re direct, and we’re working with purpose,” she said.
Weirdos, Misfits, or Underdogs?
“Underdogs—100%,” said Reali. “Eastern Europe isn’t seen as the peak of advertising, but we’re here to change that.” She emphasized how indie identity is tied to values. “We’re small, we’re new, but we know what we’re doing.”
The Marketer and/or CMO They Want to Say Hello To
Reali shouted out the fashion brand Manère De Voir. “I love what they’re doing.” Khlopenko gave nods to Kornit, Kongsberg, and Ridge wallets—brands he’s worked with or admired. “We’re here, we’re ready to impress,” he said.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
