About us.
Every organisation runs on assumptions. We exist to question them. 

The First Principle is a B2B marketing and communications agency built on first principles thinking.
We bring insight, creativity and discipline to help organisations move people and markets. 

Leaders turn to us when the work is complex, expectations are high and the quality of outcomes matters most.
Our mission.
We start from first principles, dismantling business, marketing and communication problems and rebuilding them into creative solutions that move business forward.
How we create value.
We deliver with a senior team, supported by tools, expertise and ways of working that flex to each client’s needs.
Digital-forward, people-first
We use technology, automation and AI where it adds value, improving speed, quality and coordination while keeping human judgment and creativity at the centre.
Science meets art
We balance data, structure and performance insight with creativity and clear communication to deliver work that connects and creates impact.
The team.
Fergus Ross - Director, The First Principle
Fergus Ross
Director
Fergus co-founded The First Principle and has more than two decades’ experience leading communications for some of Australia’s largest and most complex organisations. He focuses on developing strategies and narratives that connect business goals with the expectations of critical audiences across business, government and investors. As an agency leader and trusted adviser, Fergus works at the intersection of business strategy and audience understanding, ensuring communications support reputation, influence and long-term growth. He holds an MBA with Excellence from UNSW.
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Alex Coroneo - Director, The First Principle
Alexandra Coroneo
Director
Alex co-founded The First Principle after senior client-side leadership roles, where she shaped marketing strategies that translated creative ideas into commercial outcomes. She brings experience in brand development, campaigns and content-driven engagement. Known for her drive, curiosity and ability to bring people together, Alex combines strategic vision with hands-on delivery to lead programs that build brand presence, strengthen customer engagement and deliver measurable results. She holds an MBA in Marketing from UTS.
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Lawrence Holland - Head of Creative, The First Principle
Lawrence Holland
Head of Creative
Lawrence leads the design studio at The First Principle, bringing a digital-first approach to how brands express themselves and engage audiences. He has shaped brand identities, campaigns and design systems that translate strategy into distinctive visual expression and customer experience. With experience across the UK and Australia, Lawrence has guided creative direction for startups as well as leading national and global brands in financial services, energy, technology and SaaS. Known for his clarity, polish and collaborative style, he ensures creative output is consistent, effective and aligned with business objectives.
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Ruby Tyler - Account Manager, The First Principle
Ruby Tyler
Account Manager
Ruby is a B2B communications specialist with expertise in media relations, corporate communications and stakeholder engagement. She creates content and targeted media strategies that build brand visibility, protect reputations and connect with key audiences. Having worked in Singapore delivering APAC communications strategies, Ruby combines regional insight with global best practice to support clients across industries including professional services, property and technology, ensuring messages resonate across diverse markets.
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Dannielle Furness - Senior Content Strategist & Writer, The First Principle
Dannielle Furness
Senior Content Strategist & Writer
With a background in marketing, communications and editorial strategy, Dannielle brings an insightful and creative lens to content across digital campaigns, brand development and thought leadership. She works across B2B and B2C sectors to craft messaging that is sharp, on-brand and backed by insight – from long-form technical reports to high-impact campaign copy. Drawing on experience as a head of content and editor, Dannielle builds content strategies that connect audience needs with business goals, ensuring every piece serves a purpose.
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