Zachary Rodgers

Dentsu Buys NYC Agency Firstborn

  |  February 1, 2011   |  Comments

Dentsu continues to make up for lost time in the U.S., buying New York-City based creative agency Firstborn for an undisclosed sum. The deal follows recent purchases of mcgarrybowen in 2008 and 360i and SearchIgnite in 2010.

Firstborn employs 65 and counts Pepsi, AT&T, and Wrigley among its clients. Its service menu includes video production, creative direction, digital strategy, and software development.

Wrigley selected Firstborn in 2009 - along with two others, EVB and Big Spaceship - to replace Omnicom agencies Agency.com and Tribal DDB, as well as Publicis Worldwide's Digitas. For Wrigley's Orbit brand Firstborn created an image recognition technology with scannable logos embedded on gum packs. The campaign was a tie-in with the "Twilight Saga: Eclipse" DVD release.

The agency will be housed within the recently-established Dentsu Network West division, the Japanese holding company's North American, Latin American, and European arm. Firstborn's trio of senior executives - founder and CEO Michael Ferdman, President Dan LaCivita, and Chief Creative Officer Joon Yong Park - will remain in place.

 

SES Chicago Early Bird Rate Extended!
Nov. 4-7, 2013: This year's SES Chicago agenda focuses on aligning paid, owned and earned media to help you drive quality traffic and increase conversions.
Register today and save up to $400!
Final Early Bird deadline extended to October 11.

COMMENTSCommenting policy

comments powered by Disqus

ABOUT THE AUTHOR

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

WEBINARS

Jobs

    • SEO/PPC Project Manager
      SEO/PPC Project Manager (MDnetSolutions) - RoswellMDnetSolutions provides consultative organic and paid search services for our clients, delivering...
    • Search Manager
      Search Manager (Digitas Health) - New YorkSearch Manager Digitas Health is designed to connect today’s healthcare brands with 21st century...
    • Search Analyst
      Search Analyst (Digitas Health) - New York Position:            SEM Analyst Reports to: ...