Adam Ducquet

I started my first business at 18. The one that worked was CARDPro. We made smart cards: the Medicare card in Australia, driver licences in Fiji, the European Parliament's ID, gift cards for David Jones. At its peak it was 223 people across six countries, producing over 100 million cards a year for businesses in over 80 countries. In 2015 we sold it to American Banknote, a competitor that had been around for two hundred years. I learned early that I like building things that matter, and that the details you get right at scale are what separate a real business from a good idea.

The way I work has not changed across any of it. Root cause over symptom. The honest version over the comfortable one. Staying for the long haul instead of taking the quick win.

121 Group is built on that same instinct. We chose to be specialists instead of generalists because depth is where the real results are. We put ad spend through at cost and stay month to month because trust should not need a lock-in contract. We optimise to be retained, not re-pitched, because the work that matters is the work you are still doing years later. None of that is a marketing position. It is just how I am wired, applied to a marketing company.

If you are deciding whether to trust us with your brand, that is the honest answer to who is behind it.

Want to talk to the founder?

Thirty minutes, direct with Adam. No junior hand-off, no deck for the sake of it.