TVNewser TVSpy LostRemote SocialTimes AllFacebook FishbowlNY FishbowlDC PRNewser 10,000 Words GalleyCat UnBeige MediaJobsDaily

Firstborn

Firstborn Nabs Digital AOR Duties for L’Oreal Luxe

It’s been quite a while since we’ve heard from NYC-based, Dentsu-owned digital shop Firstborn, which has now taken over for R/GA as digital agency of record for L’Oreal Luxe, the cosmetics/beauty giant’s luxury brands unit that includes Lancome, Giorgio Armani, Kiehl’s and Urban Decay. The review for the Luxe digital account appears to have lasted longer than Honda’s as L’Oreal kicked it off last summer with approximately 15 agencies initially vying for the biz.

Regarding her company’s new digital AOR appointment, L’Oreal Luxe president Carol J. Hamilton says, “I am so pleased to have a partnership with Firstborn, whose dedicated energy and expertise in the world of digital will help drive our brands to new heights.” As a result of the win, Firstborn essentially extends its relationship with L’Oreal as it’s already worked with the brand’s Redken line. The digital shop, which has also handled digital efforts for other notable brands including Pepsi, Aflac and Under Armour, will initially focus on digital ecommerce marketing strategies for various brands within the Luxe portfolio.

R/GA, which had served as Luxe digital AOR for two years, will still continue its seven-year relationship with L’Oreal Paris.

Mediabistro Course

Management 101

Management 101Become a better manager in our new online boot camp, Management 101! Starting October 27, MediabistroEDU instructors will teach you the best practices for being a manager, including, how to transition into a management role, navigate different team personalities and more! Register before September 30 to get $50 OFF with early bird pricing. Register now!

A 91-Year-Old Skydiver Tells Her ‘Saving Story’ For Firstborn, Fidelity

What makes a great story? Start with an old person fondly rehashing their adventures, then try having that story acted out by adorable little kids. Throw in “sky jumping,” some honest American values, a couple fake moustaches, and you’ve got Firstborn’s new campaign for Fidelity Investments.

“You can sit and do nothing,” Marian Barnett–the 91-year-old skydiver in question–says. “But if I sit and do nothing, I’m bored. I’d rather save my money and jump out of an airplane again. That’s more fun.”

Marian is the first subject in Fidelity’s “Saving Stories,” a series that aims to show people investing is doable and rewarding. In turn, the Saving Stories are part of Fidelity’s Personal Economy center, a site that helps people take control of their finances.

Though the video runs a little long (do you have 5 minutes for an ad?), Firstborn perfected the buzzword of the season: storytelling. Marian’s spunky spirit, the creative imagery associated with her tale, and its ultimate happy ending/moral make me want to start a jar of nickels. I’ll be curious to see how Firstborn follows up with their next Saving Story.

Credits after the jump.

Read more

Firstborn Promotes Snyder to ECD

It’s been a little while since we’ve heard from the Firstborn crew, but the Dentsu-owned, NYC-based digital shop has chimed in this morn to let us know that it’s promoted Dave Snyder to the newly created role of executive director. Snyder has been with Firstborn since 2009, originally joining as an ACD after spending five years as a creative director at the now-defunct, Denver-based digital agency, FL2. As a result of the promotion, Snyder joins the Firstborn management team that also includes founder/CEO Michael Ferdman, CCO Joon Park and president Dan LaCivita.

Along with overseeing creative teams with Park at Firstborn, Snyder will work on new business strategy and development at the 80-person-strong operation.

Firstborn Welcomes First Director of Strategy

Denstu-owned, New York-based digital shop Firstborn has tapped Eugene Chung to serve as its first director of strategy. In a sense, Firstborn hired from within as Chung has spent the last two years as strategic development director at Dentsu Network West. Chung’s new role will call for him to build a strategy team, develop long-term business growth strategies, help in new biz efforts…you know, the usual.

Prior to working at Dentsu, Chung had two tours of duty as both a strategist and integration manager at McGarryBowen and spent a year as an account exec/planner at BBH. Outside the agency world, he serves as director of social media for nonprofit, literacy/education org Pencils of Promise, which has worked with the likes of AKQA in the past.

Firstborn Adds More Dorel Brands to Portfolio

Less than a year after nabbing digital duties for Dorel Industries’ Cannondale brand, New York digital shop Firstborn has been tapped to handle more digital work for the former company’s bike roster, specifically that of Mongoose. A review for the 37-year-old bicycle brand’s digital business kicked off back in September 2011 and included multiple agencies according to the parties involved. Firstborn’s assignment now as Mongoose’s digital partner includes strategy and website experience. Initial work from FB for the brand is expected to break online this spring. Along with Mongoose and Cannondale, other Dorel bicycle units include GT and Schwinn.

Firstborn Boosts Production Team

As we try to provide some sort of breather from the holiday onslaught, let us tell you that Aussie native Toby Marlow has joined up with Dentsu-owned, NYC-based digital shop Firstborn as senior producer. Marlow, who moved to NY in 2009 after spending two years as digital producer at what’s now Arnold Furnace in Sydney, will manage creative projects for the Sony make.believe business that Firstborn picked up a few months ago.

Firstborn also brought on Leo Seely as producer on SoBe and Wrigley among other accounts. The U.K. native’s previous work experience includes production stints at B-Reel (on Stella Artois, IKEA, etc) and at Work Club.

 

Firstborn Nabs Sony ‘make.believe’ Assignments

We never intend to post two items about the same agency in one day (sorry, it happens, and you can crucify us later), but this seems fairly notable. Anyhow, after a formal review held this summer, Firstborn has been tapped to manage creative assignments for Sony America’s make.believe corporate brand message. From what we’ve been told, this is a completely new assignment that will task the New York digital shop with emphasizing the “Sony United” message via digital marketing for the U.S. and select markets in Europe using digital, mobile, social and OOH components. We haven’t been told who else was involved in the summer review, but initial make.believe work from Firstborn will launch in late November.

Here’s an Agency Office Move Summed Up in a Hot Minute

In case you didn’t know, Dentsu-owned, NYC-based digital shop Firstborn moved its offices from the Westside confines of Hell’s Kitchen to the bustling downtown neighborhood of TriBeCa. Yes, the clip, with all its hijinks and pulsating electro-pop soundtrack, makes it seems that the transition went rather smoothly (and also shows the difference in space between the two offices). But in any case, packing and unpacking is a bitch. Nice new digs, though.

Firstborn Welcomes Tribal, O&M, Groupon Alums

Firstborn has added a pair of CDs and a copywriter to its creative department as the Dentsu-owned, NYC-based digital shop. Joining up as creative directors are Adam Rubin and Roxana Zegan, who arrive from Groupon and Tribal DDB, respectively. Rubin spent the last two years at Groupon as creative manager but brings agency experience to the table as he worked as a copywriter at Leo Burnett on the McDonald’s, Kellogg’s and P&G business beforehand. Zegan (pictured), meanwhile, was most recently global CD on Tribal NY’s (now-defunct) Reebok account. Prior to Tribal, she spent a few months at Digital Kitchen and had senior AD/creative lead stints at both CP+B and Sid Lee.

As for Firstborn’s new copywriter hire, that would be Cameron Templeton, who spent just about the last year as a CW at Ogilvy, where he worked on campaigns for Sara Lee, Siemens and British Airways

Firstborn Shows Off Tech Skills

There’s not a whole lot to say about this new video from NY digital shop Firstborn other than that we like it. If you’re the kind of agency that specializes in developing technology that hinges on user engagement, why not have your reel feature your own employees interacting with your products? Throw in a cute dog, and you have the kind of office that young tech developers drool over working at.

Firstborn president Dan LaCivita tells us, “It’s all about our developers and technologists…giving a little peak into their world…making things a bit more human…and just fun. I think it also gives a little peak into what it’s like to work here as well…so it’s something created for our client and potential hires…but also just for ourselves as something to have some fun with.” Nice work, guys.

NEXT PAGE >>