Firstborn (digital agency)

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Fborn logo.png
Headquarters New York, NY
Area served Worldwide
Industry Advertising


Firstborn is a digital creative agency headquartered in New York City’s TriBeCa neighborhood.[1] The company was co-founded in 1997 by Michael Ferdman and currently employs approximately 90 strategists, designers, producers, and technologists.[2]


Firstborn began serving clients in 1997 from its headquarters in the Hell’s Kitchen neighborhood of New York City.[3] Founder Michael Ferdman had previously worked in the garment industry, and much of Firstborn’s early work was based in fashion and retail, including a website for designer Yigal Azrouël.[3] The company added to its portfolio by taking on large digital projects such as a digital companion site for the release of Madonna’s Music album, and in later years, by partnering with other agencies as a digital production partner.[4]

After adding full in-house digital capabilities, including strategy & analytics as well as live-action video production, post-production and 3D and motion graphics,[4] Firstborn shifted its business strategy to focus on direct-to-client relationships.[3]

In 2010, Dan LaCivita, who began his tenure at Firstborn as a flash developer, was named agency President,[5] and JoonYong Park, who began as a senior art director, was named Chief Creative Officer.[6]

In 2011, the agency joined the Dentsu network of companies and relocated to TriBeCa in the AT&T Long Distance building at 32 Avenue of the Americas.[2]


Firstborn recently worked on digital projects with UNIQLO,[7] Redken,[8] Morgans Hotel Group,[9] and Keds.[10] The company also partnered with PepsiCo to develop and launch a touchscreen fountain machine, Pepsi Spire.[11]

The company serves as the global agency for Japan-based All Nippon Airways[12] and digital agency-of-record for both Mountain Dew[13] and beauty conglomerate L’Oreal Luxe, which includes the Lancôme, Kiehl’s, Urban Decay, and Clarisonic brands.[14]

Previous client work includes Sony, Wrigley’s, Ford, SoBe, Puma, JetBlue, and Fidelity Investments.[15]

Awards & Recognition[edit]


Firstborn was listed as #8 on Advertising Age’s Agency A-List.[5]


The company was named OMMA Agency of the Year[16] and was one of Fast Company’s 50 Most Innovative Companies, along with Facebook, Amazon, and Nike.[17]


Crain’s New York named Firstborn as the one of its Best Places to Work in NY.[18] placed Firstborn in its list of Top 5 Innovative Digital Marketing Agencies.[19]


Firstborn’s Pinterest campaign for UNIQLO received a Gold Cannes Lion.[16]


The UNIQLO social campaign was awarded a Grand Clio in the 2014 Clio Image Awards.[7]

Crain’s New York included Firstborn on its 2014 Best Places to Work in NY list.[20]

Advertising Age included Firstborn on its 2014 Best Places to Work in Advertising list.[21]


Advertising Age named Firstborn as a 2015 Creativity Standout, an honor that recognizes a handful of agencies around the world who are delivering notable creative ideas that push the ad industry forward.[22]


  1. ^ Aditham, Kiran. "Here’s an Agency Office Move Summed Up in a Hot Minute". Media Bistro. Retrieved 12 May 2014. 
  2. ^ a b Rae, Haniya. "Inside the agency: Firstborn". Digiday. 
  3. ^ a b c Ford, Rob. "Digital Pioneers, Then and Now...". The FWA. 
  4. ^ a b "Digital Creative Agency Firstborn Joins Dentsu". PR Newswire. Retrieved 30 May 2014. 
  5. ^ a b Patel, Kunur. "Firstborn Is No. 8 on Ad Age's Agency A-List". AdAge. 
  6. ^ Diaz, Ann-Christine. "JoonYong Park Named Chief Creative Officer at Firstborn". AdAge. 
  7. ^ a b Monllos, Kristina. "Wren's 'First Kiss' Is Among the Honorees at Clio Image Awards". AdWeek. 
  8. ^ Heine, Christopher. "Razorfish Nabs Masco, Firstborn Gets Redken". AdWeek. 
  9. ^ Parekh, Rupal. "Morgans Hotel Group's Homegrown Chief Marketer Preps for Global Expansion". AdAge. 
  10. ^ Rae, Haniya. "Step by step: Inside Keds’s girl-oriented social strategy". Digiday. 
  11. ^ "Meet 'Spire,' Pepsi's Answer to Coke's Freestyle Machines". Creativity. 
  12. ^ "Firstborn Flies Beyond Digital with Global Japanese Airline Win". AdAge. 
  13. ^ "Accounts on the Move". Media Post. 
  14. ^ "Firstborn Adds L'Oreal Luxury Brands to Client Roster". AdAge. 
  15. ^ "Firstborn Listing". Creativity. 
  16. ^ a b "Agency of the Year: Best Web Design and Development: Firstborn". Media Post. 
  17. ^ "MOST INNOVATIVE COMPANIES 2010". Fast Company. 
  18. ^ "Best Places to Work 2011". Crains NY. 
  19. ^ "Top 5 Innovative Digital Marketing Agencies". Mashable. 
  20. ^ Trager, Cara. "Best Places to Work 2014". Crains New York. Retrieved 8 December 2014. 
  21. ^ Ad Age Staff. "Best Places to Work 2014". Advertising Age. Retrieved 8 December 2014. 
  22. ^ Ad Age Staff. "2015 Creativity Standouts". Advertising Age. Retrieved 26 January 2015.