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Corporation
BUSINESS PRODUCTS & SERVICES | Advertising, Marketing & PR
figagency.com

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About FIG

FIG is a New York-based advertising and marketing brand agency.

FIG Headquarter Location

628 Broadway Suite 500

New York, New York, 10012,

United States

212-267-8800

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FIG Web Traffic

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Latest FIG News

Figliulo & Partners Rebrands as Fig

Oct 18, 2018

Share Figliulo&Partners, the full-service indie agency founded by former TBWA chief creative officer Mark Figliulo five years ago today, announced that it will retire its formal, slightly stodgy name in favor of a simpler, more youthful moniker. F&P, together with  recently-acquired digital shop Hungry, which was also founded five years ago, will now operate as Fig. Longtime president Judith Carr-Rodriguez has been promoted to lead Fig as CEO, as Figliulo drops that role, retaining only the title of founder. Figliulo said Carr-Rodriguez will run the agency’s daily operations while he focuses on its product, which they had already been doing before the leadership changes. “She deserves the title,” Figliulo told Adweek on a recent call that also included Carr-Rodriguez. “It’s the right time for her to take over.” As president, a title she held since the formation of the agency, Carr-Rodriguez has been instrumental in winning new business, generating acquisitions and developing Fig’s media practice, which launched in 2017. The agency recently hired Nick Van Amburg,  former vice president of ad innovation at The New York Times, as head of distribution to oversee the planning efforts of the media practice. Fig said the rebrand comes at a pivotal moment in the agency’s history as it reimagines its positioning as the “brand agency for the information age.” That includes becoming a fully integrated agency, investing more in technology and finally folding Hungry into its own brand. For two years prior to the acquisition, Fig would oftentimes solicit Hungry to help develop experiences, websites, apps and SEO strategies, all of which are now under Fig’s umbrella. Carr-Rodriguez said clients have come to think of Hungry and F&P as a package deal, and “in order for us to thrive as the brand agency for the information age, we really wanted to morph” the two identities. Since “we have been representing Hungry” for two years prior to the acquisition, she added, Fig’s leadership did not deem it necessary to preserve its name. Carr-Rodriguez and Figliulo both insisted everything remains the same operationally. Both agencies have been in the same New York office (the original F&P headquarters) since the merger, where Hungry founder Brady Donnelly and his 12-person team moved. Donnelly will remain in his current role as managing director at Fig. Carr-Rodriguez said the agency’s clients have been very receptive to the rebrand, with some even asking what took you so long. Another reason for the rebrand is that Figliulo’s last name is a “ridiculously” hard-to-pronounce title for an agency, according to Carr-Rodriguez, who said clients agreed. Figliulo admitted that “even as an Italian,” he can see why it doesn’t exactly roll off the tongue. “We wanted it to be bold and quick and easy to understand,” Figliulo said. That pertains to its new logo too. The name Fig apears in block lettering among the branches of a ficus bearing the fruit. Figliulo said the logo is also meant to represent the agency’s “comfortable, natural” culture. Around the same time Van Amburg joined Fig, the agency also added 12 people to its creative department led by Scott Vitrone, who became its first CCO  in 2017. Carr-Rodriguez said Fig is “always looking to expand” but that “there’s nothing more we can say right now.” Share Popular Now 1

FIG Acquisitions

1 Acquisition

FIG acquired 1 company. Their latest acquisition was Hungry on November 15, 2017.

Date

Investment Stage

Companies

Valuation
Valuations are submitted by companies, mined from state filings or news, provided by VentureSource, or based on a comparables valuation model.

Total Funding

Note

Sources

11/15/2017

$99M

Acquired

1

Date

11/15/2017

Investment Stage

Companies

Valuation

$99M

Total Funding

Note

Acquired

Sources

1

FIG Partners & Customers

7 Partners and customers

FIG has 7 strategic partners and customers. FIG recently partnered with Zillow on January 1, 2020.

Date

Type

Business Partner

Country

News Snippet

Sources

1/8/2020

Client

United States

Zillow Names Fig as Lead on $120 Million Creative Account

Online real estate marketplace Zillow has selected Fig as its lead creative agency , following a review led by Mercer .

3

7/16/2019

Partner

United States

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10

10/1/2017

Partner

United States

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10

8/18/2017

Partner

United States

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10

1/14/2016

Client

United States

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10

Date

1/8/2020

7/16/2019

10/1/2017

8/18/2017

1/14/2016

Type

Client

Partner

Partner

Partner

Client

Business Partner

Country

United States

United States

United States

United States

United States

News Snippet

Zillow Names Fig as Lead on $120 Million Creative Account

Online real estate marketplace Zillow has selected Fig as its lead creative agency , following a review led by Mercer .

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Sources

3

10

10

10

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