Creative

Cases

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  FIG x Naked Case Study

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  FIG x Benjamin Moore See The Love Case Study

  Benjamin Moore & Co.

News

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  FIG Expands From Naked Smoothies to Full Tropicana Roster

  FIG’s new AOR role expands its relationship with Tropicana Brands Group, which previously worked with multiple agencies including Cramer-Krasselt on Tropicana’s creative campaigns.

  Adweek, 06/03/2025

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  A big FIG welcome to our new friends at Publix Super Markets. | FIG

  A big FIG welcome to our new friends at Publix Super Markets. You had us at hello! So friendly, so fun, so welcoming, so humble and so open. We are inspired by your aspirations for your storytelling, we share your belief in creativity and we're thrilled to get started! Link to story in comments. | 10 comments on LinkedIn

  Ad Age, 02/05/2025

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  Jessica Ruiz Creative Technologist of the Year Ad Age

  Oh wow! We couldn't be more proud that our very own Jessica R. has been shortlisted by Ad Age for #creative #technologist of the year 2025, for her work leading FIG's #storydata platform. Amazing stuff Jess, you're always a winner in our eyes.

  LinkedIn, 05/07/2025

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  Storytelling in the age of AI

  Last week we hosted an incredible panel at FIG discussing storytelling in the AI age. While much has been talked about about the significant benefits AI is bringing, FIG's founder Mark Figliulo captured the spirit of the panel when he warned to pay attention not only to efficiency but effectiveness. "If you play the game of how cheap can I make it, the story won't be effective. Instead of just efficiency, think about effectiveness. A more powerful story will pay off ten fold". That's why in our agency we are using creative data to help us tell better stories, and to give our clients the confidence to buy brave ideas #storydata. Thanks to the wonderful panelists and to our friends at @tandem space for making it happen. And to the incomparable Brian Bonilla for mc-ing! Maryam Banikarim 🗽🚕 ❤️ Jenna Lloyd Nik Sharma Jessica Serrano Eric Solomon, Ph.D. Mark Figliulo @

  Linkedin, 06/10/2025

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  FIG x BMC renews partnership for another 6 years

  After an amazing six years of partnership, we are thrilled to be re-confirmed as Benjamin Moore's Creative Agency of Record. Here's to many more years of storytelling, and creating fun stories along the way.

  Ad Age, 11/30/2024

Clients

About

Agency Overview:
FIG are Storytellers for the Information Age. We are a fully integrated creatively-led agency that differentiates itself through its commitment to top talent and its innovation of creative data to help clients unlock the full power of their brand’s story.

StoryData™ is our creative data tool that helps a client understand, test, measure and optimize their story, leading to business success. At FIG, StoryData™ helps clients make brave decisions about what story to tell and how to best tell that story to stand out in the Information Age.

Organizational Structure:
100% Independent

Office Location / Address:
73 Spring Street, 4th & 5th Floors, New York, NY 10012

Our operating model:
Senior by design, leadership team hands on with clients stemming from a deep desire to work with clients solving problems. We deliver results, not bloat, which drives our pricing approach which is deliverables, not time based.

Agency leadership:
Mark Figliulo, Founder & Creative Chair
Judith Carr-Rodriguez, Partner & CEO
Amber Higgins, Partner & CSO
Richard Tan, Partner & CFO

Core agency offerings:
Brand Strategy; Audience Definition; Custom Research; Naming & Brand Architecture; IAT Leadership
Design, Branding, Visual Identity; Creative Platform Development; Holistic Campaign Development;
Full-service Production & Studio Capabilities
Comms Planning; Influencer & Social Content; Data Science, Analytics & Reporting; Holistic Creative Optimization (StoryDataTM)

People

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  Judith Carr-Rodriguez

  Partner & CEO

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  Mark Figliulo

  Founder & Creative Chair