On this episode of Year One, host Christian Gani welcomes Laura Jordan Bambach and Hattie Matthews—two of the three co-founders of Uncharted Studio, a London-based creative agency. With decades of experience, deep roots in education, and a shared passion for culture, creativity, and tech, the duo shares what it’s been like building an agency from the ground up—without fear. From how they got started to redefining the pitch process, the conversation dives into the joys, challenges, and business realities of owning and operating a modern agency.
The Power of Giving Back
For Laura and Hattie, mentorship and supporting underrepresented talent isn’t just altruistic—it’s a strategic advantage. “It keeps you young and fresh and interested and interesting,” said Laura, who credits this commitment to helping them build a team of 65 talented individuals from diverse backgrounds.
Setting Out Without Fear
The name “Uncharted” wasn’t inspired by nautical vibes (though they love a good metaphor), but rather by a desire to help clients face today’s uncertainty with confidence. “Clients are asking for work that works,” said Hattie. “They want agencies that are confident in their recommendations.”
Purpose vs. Commercial Work? It’s All One
While Uncharted’s work spans cultural and purpose-driven campaigns like Women Are Watching and River Action, as well as brand work for Marloe and Jen, Laura emphasized that they don’t see this as a split: “We’re not an agency for good… but every piece of work should be progressive, empathetic, and culturally impactful.”
Starting Strong, Staying Nimble
The Uncharted founders didn’t launch with a single legacy client. Instead, they quietly tested their proposition, picked up early interest, and took the leap. “You’ve got to have the guts to go,” Hattie said, underscoring the unpredictable yet exciting nature of starting from scratch.
Pitching? Maybe. But On Their Terms
The team is clear-eyed about the flaws of the traditional RFP process. “We’re trying to avoid this race to the bottom,” Hattie said. Instead, they’re leaning into productized offers and charging for outcomes, not hours—something Laura sees as crucial for agencies to survive in a fast-changing, AI-driven landscape.
Advice for Aspiring Founders
Both leaders agree: now is a great time to start an agency—if you have the right people beside you. “It’s hard and fun,” said Hattie. “There’s a lot worse places to be.” Laura added, “Don’t do it alone. Find partners you trust. And create a space where honesty thrives.”
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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.
