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=== 2016 ===
=== 2016 ===
On January 25th, Advertising Age, the renowned global publication, has chosen FF Shanghai as the International Agency of the Year for 2016<ref>http://adage.com/article/special-report-agency-alist-2016/ff-shanghai-ad-age-s-2016-international-agency-year/302232/</ref> as part of Ad Age’s annual Agency A-List report<ref>http://adage.com/special-reports/agencyalist2016/238?start=0</ref>.
On January 25th, Advertising Age, the renowned global publication, has chosen FF Shanghai as the International Agency of the Year for 2016<ref>http://adage.com/article/special-report-agency-alist-2016/ff-shanghai-ad-age-s-2016-international-agency-year/302232/</ref> as part of Ad Age’s annual Agency A-List report<ref>http://adage.com/special-reports/agencyalist2016/238?start=0</ref>.


So far, FF GROUP has won more than 400 international awards, including 200 digital distinctions since 2011, and numerous international titles : Cannes Lions Grand Prix, Ad Age’s International Agency of the Year, WARC Top 4 World's Best Digital Agency, 5 times Best Agency at World Luxury Award, 2 times Best Independent Agency of the Year at Spikes Asia<ref>http://www.campaignbrief.com/2014/09/the-spikes-asia-festival-of-cr.html</ref><ref>https://au.finance.yahoo.com/news/2015-spikes-asia-winners-revealed-160500402.html</ref>, Cristal Festival Independent Agency of the Year<ref>http://www.cbnews.fr/creation/cristal-festival-le-bilan-a1016923</ref>, Campaign Asia Silver Agency of the Year<ref>http://www.mumbrella.asia/2014/12/ogilvy-named-asias-ad-agency-network-2014-campaign-phd-wins-top-media-agency/</ref>, Adweek Top 10 Best Agency outside USA.


==List of group agencies==
==List of group agencies==

Revision as of 10:23, 2 February 2016

FF GROUP
Company typePrivate
IndustryBusiness Services
FoundedNovember 6, 2006
HeadquartersParis, France
Number of locations
4: Paris, Shanghai, Beijing, New York
Area served
Global
Key people
Frédéric Raillard, Farid Mokart
ProductsBusiness intelligence
Social
Content
Tech
Luxury
Number of employees
400
Websitewww.fredfarid.com

FF GROUP, a social, content, tech solutions for brands company, is the first French independent digital communication group founded by Frédéric Raillard and Farid Mokart,[1] based in Paris, Shanghai, Beijing and New York.[2] A 400 people company.[3]

FF GROUP is composed by FF agency, Kids Love Jetlag agency,[4] KILLDEATH production company,[5] BCKSTG digital media, FFDIF[6] (a digital investment fund already investing in 10 digital start-ups) and FFK2, the first French independent event creative group (after a merge between Fred & Farid and K2).[7]

FF GROUP has worked for more than 300 brands and won 400 international creative and effectiveness awards, including 200 digital distinctions since 2011.[8]

FF worked in six agencies in France, followed by BBH London, then Goodby, Silverstein & Partners USA.[9] Back in Paris they launched Marcel for Publicis.[10] In 2007 they launched their own independent company, recording the largest growth in France in the last 5 years.[11]

They are co-founders, CEOs, creative chief officers of FF GROUP:[12] two integrated agencies (FF Paris-Shanghai- Beijing-New York, Kids Love Jetlag Paris-Shanghai-Beijing-New York), one digital media (BCKSTG), one production company (KILLDEATH), a digital investment fund (FFDIF), a event agency (FFK2). The group has 400 employees[13]

History

1999

After studying respectively design and political science (Sciences Po), Fred Raillard and Farid Mokart started as strategic planner and account manager at Euro RSCG BTC in Paris.[14] They decided to team up and moved to the creative side, working consecutively for 6 major agencies in Paris. They were the two youngest Creative Directors in France, leading the international accounts of CLM/BBDO Paris.[15]

2000

Their first digital hit was for start-up Aucland.com, the French eBay, inviting TV viewers to discover the end of the spot on the Internet.[16] They soon became worldwide creative directors of Pepsi International (ROW). In 2000, Fred & Farid created the highly viral and controversial musical video of British Pop Star Robbie Williams "Rock DJ" which won the Brit Awards, and an MTV award in the USA.[17][18] After winning Cannes Lions awards on Pepsi, Fred & Farid are promoted Worldwide Creative Directors of Pepsi International (ROW).[19] Shots Magazine (Shots 61) select the French team to open their gallery of the "12 world’s best creative teams"[20]

2001

Advertising legend Sir John Hegarty personally hired Fred & Farid at BBH London[21] to lead their biggest launch: Microsoft Xbox brand new video game player (500 million dollars launch).[22]

Fred & Farid start an international career. They are the first major French creative team to move abroad and work successfully outside France.

2002

Their Gold Lion viral spot Xbox Champagne found itself "Grand Prix finalist" in Cannes in 2002.[23][24]

2003

American advertising Legend Jeff Goodby hires them to join his prestigious digital agency Goodby Silverstein & Partners in San Francisco. Fred & Farid launch a new start up called Netflix in US and UK, the future entertainment worldwide leader.[25]

2004

At Goodby Silverstein & Partners, Fred & Farid are in charge of the re-launch of the iconic athletic brand Pony in 180 countries.[26] Fred & Farid hijack the Olympic Games with a controversial poster of a sweaty Pony athlete lighting his cigarette on the Olympic flamme.[27]

2005

In 2005, Publicis Group chairman Maurice Levy personally hired the duo to launch Marcel, a new international digital agency based in Paris, named after the founder of Publicis’ group, Bleustein-Blanchet.[28]

2006

Fred & Farid win the pitch for Internet/mobile company Orange, managing the image of this European tech leader in 27 countries.[29]

Marcel agency is definitely the hottest agency in Paris. But the 9th of October, disappointed by Maurice Levy, Fred & Farid announce their resignation... chocking the advertising planet, and launching the biggest mercato of the Parisian scene. British magazine Campaign titles "Furore over Fred/Farid start-up".[30]

French financial tycoon Vincent Bolloré offered to back their own group, FF GROUP, owning 30%. "Fred & Farid are so talented that it was a too good opportunity to pass up" said Bolloré.[31]

2007

Fred & Farid embark Publicis France's CEO Christophe Lambert and launch FFL. Fred, Farid and Lambert own together 70% of the company, and Vincent Bollore 30%.[32] The new digital company starts with a worldwide buzz by hijacking the Rugby World Cup 2007 with their "Dim Dim Girls" for French underwear brand Dim, a historical account of Publicis Group.[33]

In July 2007, Fred & Farid win French legendary brand Orangina. "Fred & Farid have come up with the most ambitious and accurate approach. Orangina is a mythic brand and must reniew its iconic status". Hugues Pietrini / Adland[34]

French magazine Le Point titles "Fred & Farid, the advertising putschists".[35] "Fred & Farid are world stars of advertising. These two rebellious creatives have just left Publicis to launch their own shop". French newspaper Le Monde titles "Fred & Farid, a duo who became logo".[36]

In July 2007, Fred & Farid win French legendary brand Orangina. "Fred & Farid have come up with the most ambitious and accurate approach. Orangina is a mythic brand and must reniew its iconic status". Hugues Pietrini / Adland[37]

The 9th of October 2007, just 9 months after the launch, the agency organises a huge Parisian party to celebrate the anniversary of their resignation from Publicis. Fred, Farid and Lambert invite the whole Parisian scene at Le Fouquet's nearby Publicis headquarters, and announce their numbers : 7,2 millions Euro revenus, 55 employes, 23 brands (including Schweppes, 1664, L'Oreal, Van Cleef & Arpels).

2008

Christophe Lambert leaves the company. Founders, CEO and Executive Creative Directors Fred Raillard and Farid Mokart now own 70% of their company.[38] They rename the company "FF GROUP", claiming in the press their ambition to shake the conventional French market and fight against big networks.

FF GROUP produces the worldwide Diesel Parfum campaign "Are you alive?" for L’Oreal.[39]

2009

The independent digital group wins clients like L’Oréal-Diesel, Société Générale, Audi,[40] Decathlon[41] or Schweppes,[42] with a turnover of nearly €50 million in 2011, and 80 employees.[43]

In June, Fred & Farid win the highly desired Cannes Lions Grand Prix for their Wrangler campaign "We are animals", shot by artist Ryan McGinley, a crowning achievement for every person in the creative industry.[44]

The Guardian titles "Wrangler ad's sex appeal wins over judges.[45]

December 31th 2009, French newspaper titles "The Fred & Farid Millesime". 2009 is definitely the explosion of independent agency Fred & Farid".[46]

2010

FF GROUP wins and produces international campaigns for dozens of brands, including prestigious brands like Van Cleef & Arpels,[47] Yves Saint Laurent,[48] Giorgio Armani, Montblanc.[49]

GQ ranks Fred & Farid 17th most influential media/Internet persons in France.[50]

2011

FF GROUP wins Societe Generale, a major French bank, with a new platform around the "Team Spirit".[51] It also wins Martini with a new pan-European platform "Luck is an attitude".[52]

The company buys a 7 floors building in the 9th district 22 rue de la Victoire in Paris to set up their headquarters. They print in the lobby this line "Si un jour on baisse les bras, coupez-nous la tête".[53]

The group launches a second agency called Kids Love Jetlag, focus on digital influence, digital activation and ePR.[54]

GQ ranks Fred & Farid 11th most influential media/Internet persons in France.[55]

2012

The 11th of January 2012, French magazine INfluencia defines Fred & Farid as "Bunks", business punks... along with other personalities like Xavier Niel.[56]

March 2012, La Lettre de L'Expansion,[57] Campaign[58] and Advertising Age[59] reveal FF GROUP's intention to open FF Shanghai in September. FF GROUP settles its new digital agency in a 1000m2 warehouse in Shanghai. The new shop focuses on social, content and tech.

In France, FF GROUP invests in Melty, the most promising digital media on young audience. "With Fred & Farid, it's been an intellectual Coup de Foudre" Alexandre Malsch.[60]

October 1 in Les Echos, advertising living legend Sir John Hegarty gives a tribute to Fred & Farid : "Fred & Farid is a good exemple of a young independent agency that has succeeded brilliantly. But we need 10 or 20 Fred & Farid".[61]

December 12, 2012, Strategies magazine announces FF Shanghai's win of the prestigious Porsche account for the whole China.[62]

2013

The 31th of January, Fred is selected in the Young Leaders France-China 2013 promotion. Fred also joins the steering committee of the foundation, and meets China Vice President Li Yuanchao.[63]

FF Shanghai works for 27 brands in China, including Porsche, Coca-Cola, Shang Xia, Sunning, Sogou, Avène[64]... and renowned groups like L’Oréal and Pernod Ricard.[65]

2014

The 1st of January, French magazine Paris Match presents Fred, along with digital entrepreneur Olivier Chouvet and famous chef Paul Pairet, as "French people who have conquest the Chinese megalopolis".[66] "Fred & Farid made a big bet on China. Paris-based agency found success in Shanghai" Advertising Age.[67]

March 24, in Le Petit Web magazine, FF GROUP announces the creation of FFDIF (FF Digital Investment Fund).[68] The purpose is to provide capital, incubation, mentoring and ressources to promising digital ventures. Then invests in Fashion Capital & Partners investment fund.[69]

The 17th of April, French magazine Strategies announces Farid as Foreman of Grand Prix Strategies.[70] In Les Echos, FF GROUP announces the official launch of FF New York for September 2015.[71]

The 21th of July, Strategies announces FF GROUP as "the only one french agency in the Warc 100 ranking.[72] The 1st of September, American magazine Adweek selects FF Shanghai in the "Top 10 best agencies outside USA".[73]

July 2014, Shots magazine selects Fred & Farid in the Top 15 most influential creative leaders, along with Sir John Hegarty, Jeff Goodby, Dan Wieden, Lee Clow, David Droga, Trevor Beattie, Marcello Serpa.[74] The 8th of December, French newspaper Les Echos selects Fred & Farid in "La Releve 100 people"[75] and Campaign Asia rewards FF Shanghai as Silver Agency of the Year 2014.[76]

Fred launches a weekly chronicle with BFM Business to help France understand the Chinese social media landscape,[77] and a TV show "Bonjour La France" on Shanghai channel ICS.[78] FF Shanghai co-produces the show. Fred hosts it with Mrs Jiang Qiong Er, founder of Hermes’ Shang Xia.

Fred & Farid are selected in Medium France Top 30 Most Active Business Angels.[79] FF GROUP wins Best International Agency of the Year at Grand Prix des Agences de l'année 2014.[80] FF GROUP buys a second 7 floors building in Paris (48 rue de Provence 75009), nearby the headquarter to locate now their 250 employees in France.[81]

2015

February 2015, French Prime Minister Mr. Manuel Valls and Foreign Affairs Mr. Laurent Fabius choose to officially visit FF Shanghai to meet French entrepreneurs in China. "Manuel Valls was happy to listen to Fred & Farid's CEO explaining that french people need to hear they are Champions in something" Le Journal du Dimanche.[82]"We are very pleased that the French Government supports entrepreneurs abrad. French creativity is the major asset of France" CampaignBrief Asia.[83]

The 24th of February, FF Paris wins WARC 100 Top 4 World's Best Digital Agency.[84]

FF Shanghai wins a national competition, and produces the most important moment of Chinese government communication: a 2-minute TV spot in the middle of Chinese New Year CCTV gala show. The spot "My name" is built on the rich meanings of Chinese first names and signed "Never forget where you come from". It is watched by around 1 billion people, an audience 8 times bigger than the American Super Bowl.[85]

In March, Fred and FF Shanghai partner Huang Feng announce the opening of FF Beijing to look after their new gouvernemental CCTV client.[86][87]

In June, FF announces a join venture with Asian event company K2, called FFK2, intending to deliver brands a new genre of "worldwide digital centric events". Strategies (8 June 2015).[88] FFK2 soon wins Pernod Ricard top competition for the "Martell cognac 300 years anniversary" producing a huge event in Versailles and Shanghai.[89]

FFDIF has invested in more than 20 digital ventures including Melty, Maddyness, Babbler, Early Birds, GOV, Little Big Data, Markelys, State, Wezzoo, the loops... and 2 digiatl funds, 5M Ventures, Fashion Capital and Partners.

November 2015 is the official launch of FF New York. The agency works for Louis XIII cognac,[90] and HP US. For Louis XIII, FF New York created an art project starring John Malkovich and directed by Robert Rodriguez. The film is titled '100 Years' and no one will see it before 100 years, the time it takes to create a decanter of Louis XIII.

In December 2015, Fred & Farid featured on Advertising Age’s Creativity 50 list for 2015,[91] the annual Review of "the most influential and innovative creative thinkers and doers". Fred & Farid are in company on the Creativity 50 list with influencers in advertising, fashion, entertainment, art, technology and pop culture like Banksy, Olivier Rousteing, Neil DeGrasse Tyson, Alejandro González Iñárritu or Evan Spiegel.[92]

2016

On January 25th, Advertising Age, the renowned global publication, has chosen FF Shanghai as the International Agency of the Year for 2016[93] as part of Ad Age’s annual Agency A-List report[94].


So far, FF GROUP has won more than 400 international awards, including 200 digital distinctions since 2011, and numerous international titles : Cannes Lions Grand Prix, Ad Age’s International Agency of the Year, WARC Top 4 World's Best Digital Agency, 5 times Best Agency at World Luxury Award, 2 times Best Independent Agency of the Year at Spikes Asia[95][96], Cristal Festival Independent Agency of the Year[97], Campaign Asia Silver Agency of the Year[98], Adweek Top 10 Best Agency outside USA.

List of group agencies

  • FF Paris
  • FF Shanghai
  • FF Beijing
  • FF New York
  • Kids Love Jetlag Paris
  • Kids Love Jetlag Shanghai

References

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  90. ^ http://www.adweek.com/news/advertising-branding/cognac-brand-just-made-john-malkovich-film-no-one-will-see-100-years-168233
  91. ^ http://adage.com/article/special-report-creativity-50-2015/creativity-50-2015-fr-d-ric-raillard-farid-mokart/301757/
  92. ^ http://adage.com/article/special-report-creativity-50-2015/creativity-50-2015-creative-people-year/301682/
  93. ^ http://adage.com/article/special-report-agency-alist-2016/ff-shanghai-ad-age-s-2016-international-agency-year/302232/
  94. ^ http://adage.com/special-reports/agencyalist2016/238?start=0
  95. ^ http://www.campaignbrief.com/2014/09/the-spikes-asia-festival-of-cr.html
  96. ^ https://au.finance.yahoo.com/news/2015-spikes-asia-winners-revealed-160500402.html
  97. ^ http://www.cbnews.fr/creation/cristal-festival-le-bilan-a1016923
  98. ^ http://www.mumbrella.asia/2014/12/ogilvy-named-asias-ad-agency-network-2014-campaign-phd-wins-top-media-agency/
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