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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.

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