Base Creative is now exceptional™

After 20 years as Base Creative, we’re entering our next chapter as exceptional™.

I wanted to share why we’ve made this change, what it represents, and what it means for the organisations we work with.

Where it started

When I founded the agency in 2006, the idea was simple. Help organisations get found online so they could grow.

Back then, search was relatively straightforward. Social was just emerging. AI driven discovery was decades away. But the underlying challenge was the same as it is today. If people can’t find you, understand you or trust you, growth is impossible. 

We’ve grown alongside the platforms and technologies shaping how people discover organisations. What’s stayed consistent is our belief that visibility only matters when it’s earned, meaningful and built to last.

Why exceptional™ – and why now?

Over the past few years, two things became increasingly clear to me.

First, discovery has changed fundamentally. Search, social and AI are no longer separate channels. They’re converging into a single, complex decision-making journey. People don’t just search anymore. They scroll, they ask, they compare. They look for clarity and credibility long before they’re ready to act.

Second, our own focus sharpened.

Becoming a certified B Corp in 2024 was an important moment for us. It encouraged deeper reflection about the role we play and the organisations we choose to support. We became more intentional about applying our expertise where it could genuinely make a difference.

Over time, the name exceptional™ emerged as a clearer expression of what our work had become and what we stood for.

What exceptional™ represents

exceptional™ exists to help organisations with important ideas be seen, trusted and chosen.

We focus on visibility and demand across the full discovery journey, bringing together search marketing, social media and AI driven discoverability. Our role is to help organisations navigate complexity, earn trust and stay visible wherever decisions are being shaped.

Whether someone is searching, scrolling or asking, our work helps brands show up with clarity, credibility and intent at the moments that matter.

Looking ahead

exceptional™ marks the beginning of our next phase.

We’ll continue to invest in how we help organisations adapt to evolving discovery, from traditional search through to AI-powered platforms. We’re refining our thinking, our tools and our model so we can guide clients through change with confidence.

If you’re curious about what this evolution means for your business, or want to talk about how discovery is changing in your space, I’d love to have that conversation. Connected with me here: https://www.linkedin.com/in/iaingscott/