Firstborn: The Howard Hughes of creative advertising agency’s
With over two hundred awards to its name – including Cannes Lions and OMMA – during almost 14 years of existence, Firstborn has become a popular household name in terms of digital advertising. In 2010 Firstborn was listed as one of the top 50 most innovative companies inÂ Fast Company magazine. It’s no surprise that Japanese agency Dentsu Network West has decided to acquire Firstborn.
Headquartered in New York Cityâ€™s Film Center Building in Hellâ€™s Kitchen, Firstborn is the fruit of Michael Ferdmanâ€™s (Linkedin) ingenious mind. Founded in 1997, itâ€™s a creative digital agencyÂ which works in any medium related to digital technology. It is made up of over 60 employees consisting of strategists, designers, producers, copywriters and technology developers, who work hand in hand to manage brands, create online marketing campaigns, devise social mediaÂ strategies and launch new product websites. Firstbornâ€™s multi-cultural Â group of talented workforce, often Â described as by its clients to be close to being obsessive-compulsive, has been responsible for gearing up the agencyâ€™s increasing domination in this field.
The agencyâ€™s CEO and founder, Michael Ferdman, started with only three employees in 1997, when the digital era was just about to bloom. Ferdman is also founding member of SODA, or theÂ Society of Digital Agencies,Â and remains an active member of the Interactive Advertising Bureau. Ferdman is backed up by two talented digital gurus â€“ Dan LaCivita (a flash developer) and Joon Yong Park (a creative catalyst). Together, they form Firstbornâ€™s executive team.
Firstbornâ€™s projects have dealt with an array of products from different sectors such as health and fitness, fashion, spirits, automotive, insurance, technology, and consumer goods. Its high profile clients include Pepsi, Aflac, Wrigley, JetBlue and Landsâ€™ End. It has also previously worked with the likes of Calvin Klein, Lâ€™Oreal, Ralph Lauren, Shiseido, Bacardi, Burger Kind, Fila, Lee Jeans, NBC Universal, Toyota, among many others.
Currently, the agency has been making waves promoting SoBe. SoBe’s marketing campaign encourages fans to “Try Everything” but doesn’t leave much to theÂ imagination.