WElcome to the F#@king club.


The punkish lovechild of Harvard business review and PRIVATE EYE.

We set out to create an alternative to the rather corporate, stale and pompous creative industry mags already out there through a heady mix of in-depth industry thinking, cynical piss-taking and original funny stuff that we think will make you laugh. There is definitely no science to getting this combination right - but our vision is to create the self-conscious, nerdy anti-establishment and punkish love child of Harvard Business Review and Private Eye - and let it loose on an unsuspecting audience of people we love and respect.

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the ISSUE.

Issue 0 is about the future, and what we want to do about it. The lead article berates us all for turning off and tuning out of what is going on around us, because most of us deserve a good telling off for letting the world go to shit. But this is no sermon. We are a cynical but hopeful bunch who believe we ourselves could do more good if we just tried a little harder to change our behaviours and habits, and managed to organise ourselves a little better. We believe that we can use our awesome collective talent to help save the planet and make environmental activism cool again. And if not? Well - there will always be the Blue Plastic Planet VR experience to escape to and pretend nothing is happening and everything is tickety boo.



For us, Future Thinkers & Doers make the world go round. From Hannibal to Musk, from engineers to designers, from scientists to artists - they all think of a possible future and then do accordingly to get there. They drive future solutions to future problems through awesome creative and strategic talent. The interviews in Issue 0 are all with people that we believe, one way or another, are Future Thinkers & Doers. From the ex Digital Director of the Times who is now transforming Which? (the amazing people that protect us from bad products & services), to the most famous sports psychologist in the world who now helps businesses change to survive, to the man who will put us on Mars, to the ex Head of Comms of Greenpeace who is turning the power of advertising away from the dark side. 

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the articles.

The FSC Mag aims to become the alternative voice of the creative industries. More than anything, through the people we choose to write for the mag, we want to hero the amazing talent around us and shine the light on new ways of thinking and doing. We want to make us better at what we do and make us better at choosing what not to do. But most importantly, we want to help drive our collective talents and energy towards better causes. Towards better problems and better solutions. In Issue 0, from the designing of Mars colonisation, to storytelling in the age of AR, to defining what transformational thinking is - we aim to poke the future whilst staying firmly in the present. After all, the future will just be a rather shittier version of the present if we don't take action now.  But then again, who cares - the iPhone 20 is going to be f#@king amazing. 


the digital gimp.

He sleeps in the boot of his S-Class Jag Sheila, he's a middle-aged trend setter, and he gets very angry when the world gets ahead of him without him noticing (so he does his best not to take his eyes off it). Once a Colossus of the Creative Industries, now not so much. He's looking for redemption in the Lady Grey tea leaves of future innovation, and he is so confident he is on to something that he has just got himself a desk (with lockable storage) at WeWork. He's our very own DG and he is soon to have his own show on Sky Channel 679. 


the games.

Taking ourselves too seriously should be a crime, so we do our best to take the piss of the sometimes stupid shit that we come up with in our day jobs. The BULLSHIT DEFCON is at level 4, an all time high, and we all need to do our bit to help bring it down to a safe level by partaking in the kind of activities that call out the bullshit artists. Life's too short for bullshit, so let's work together to drive it back up the arses of the bullshitters and keep it up there for good. We have included a selection of games and exercises in Issue 0 to help you de-bullshit your life. 

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the mickey.

We always loved the FunDay Times, the kid's supplement that came with The Sunday Times. Made us feel grown up and clever. Unfortunately, we are all grown up now, the Funday Times is no more, and The Sunday Times has become a rather dumb kid's newspaper. But from the immature ashes of a kid's supplement rises The Mickey, a light-hearted look at our Creative Industries and the characters that inhabit it. We fully expect the rest of the mag to disappear and for The Mickey to take over - and if we are honest , it is the part of the mag we are most excited about developing. Here's to all the dumb kids that didn't know they were clever until they grew up.


The back page.

Who cares about the back page? We do. In the absence of a shit car, watch or recruitment ad (we don't carry paid advertising), we decided the back page would be as important to us and as unique as the front page. And so we went looking for something or someone to fill it. We came across Jay Kaes in a pub in Brixton, and he went off and created the Future Thinker illustration on the back page of Issue 0. We f#@king love it.  He is one of the best graffiti artists in the world right now, and we hope Issue 0 does his work justice. Check him out here http://www.jaykaes.co.uk .

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the initiatives.

So we at The Future Strategy Club are not accused of being all mouth and no trousers, we are launching a trio of 'An FSC Thing' sustainable initiatives with this issue - 20%Green, Unpackit and The Green Kid.

20%Green (www.20percentgreen.com) is a pro bono creative talent platform to help kick start new green ideas and support current ones. Using the spirit of Google’s 80/20 innovation time rule - but applying it to our free time instead of work time - we want to encourage creative talent to give 20% of their non-work time to a green project.

Unpackit (www.unpackit.uk) is a behavioural change campaign to convince lunchtime office workers to reduce the plastic pollution of their lunches through moving from one use to reuse by bringing their own lunch container.

The Green Kid (www.thegreenkid.org) is a sustainable toy certification ‘kitemark’ to help parents and children identify and avoid toys that damage the environment.


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