FIG

Advertising and Creative Servicesfigagency.com

FIG Agency is an independent, full-service creative agency founded in 2013 in New York that serves large enterprise clients with brand strategy, creative development, and comms, differentiated by StoryData™, its proprietary AI platform for creative effectiveness measurement.

Company typePrivate
Founded2013
HeadquartersNew York, United States
Headcount51–100
GTM typeB2B
OfferingServices

What FIG does

FIG Agency is an independent, full-service creative agency founded in 2013 and headquartered at 73 Spring Street in New York, with 51-100 employees. The firm operates as a "storytelling consultancy for the Information Age," serving large enterprise clients across consumer goods, retail, technology, healthcare, financial services, travel, and media. FIG delivers integrated work through three practice areas — Strategy, Creative, and Comms — and increasingly positions itself as the lead Integrated Agency Team (IAT) agency for clients consolidating their storytelling under one partner.

The agency's core differentiator is StoryData™, a proprietary creative AI platform developed in 2017. StoryData™ ingests multi-channel brand advertising (video, image, text), enriches assets with a proprietary advertising taxonomy, and applies custom algorithms that score creative assets against drivers of effectiveness, enabling competitive benchmarking, pre-testing, and holistic measurement of brand storytelling over time. FIG's service portfolio spans brand strategy, audience definition, naming and architecture, design and visual identity, creative platform development, campaign production, comms planning, influencer and social content, and data-driven diagnostics — all underpinned by StoryData™.

FIG generates revenue through professional services engagements — custom project fees, retainers, and creative development work — with enterprise clients. The firm does not publicly disclose pricing. It owns no disclosed funding rounds and is led by a partner group: Mark Figliulo (Founder & Creative Chair), Judith Carr-Rodriguez (Partner & CEO), Amber Higgins (Partner & CSO), and Richard Tan (Partner & CFO), with Richard Bush serving as Chief Platform Officer. Notable clients include Tropicana, Publix, Benjamin Moore, Virgin Atlantic, MoMA, Ketel One, Spotify, CNN, Zillow, Sprint, Macy's, Viator, Waze, SeatGeek, Illumina, Casper, Vimeo, MLB, Bowflex, and Equitable. The agency has earned 30+ Cannes Lions, 4 Emmy nominations, Ad Age Top Ten recognition, and Adweek Innovators 50 in 2025.

FIG firmographics

Firmographics

Name: FIG
Legal name: FIG Agency
Website: https://figagency.com
Company type: Private
Founded year: 2013
Operating status: Operating
Headcount range: 51–100 employees
Short description: FIG Agency is an independent, full-service creative agency founded in 2013 in New York that serves large enterprise clients with brand strategy, creative development, and comms, differentiated by StoryData™, its proprietary AI platform for creative effectiveness measurement.
Ownership category
akta.pro rank

FIG industry classification

Industry

Product category: Advertising and Creative Services
NAICS: Advertising Agencies (541810)
SIC: Services-Advertising Agencies (7311)
akta.pro primary industry: Integrated Full-Service Creative Agencies (MPAAAAAA)
akta.pro secondary industries: Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD), Packaging & Brand Identity Creative Agencies (MPAAAAAN)

Keywords

Creative advertising agency
Brand storytelling services
Integrated marketing agency
Creative effectiveness analytics
Enterprise brand strategy

Where FIG is headquartered

Location

Headquarters

HQ city: New York
HQ country: United States
HQ region: North America

Offices1 record

Markets served

FIG business model

Business model

GTM type: B2B
Offering type: Services
Cost components: Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

Creative Agency Services: Full-service advertising agency providing strategy, creative development, and campaign production services to enterprise clients. Revenue generated through project fees, retainers, and creative development work.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

FIG product offering

Product offering

Core offering

FIG Agency is a full-service independent creative agency that delivers brand strategy, creative development, and integrated communications for enterprise clients. Its core capability is data-informed storytelling for what the agency describes as the Information Age, structured around three service pillars — Strategy, Creative, and Comms — and unified by StoryData™, its proprietary creative AI platform that converts multi-channel advertising creative into actionable data for effectiveness measurement.

Product overview

FIG is a leading independent full-service creative agency that operates as a storytelling consultancy for the Information Age. The company's core product is StoryData™, a proprietary creative AI platform that transforms advertising creative into actionable data, underpinning all of their service offerings. FIG's services span three integrated practice areas: Strategy (Brand Strategy, Audience Definitions, Custom Research, Naming & Brand Architecture), Creative (Design/Branding/Visual Identity, Creative Platform Development, Holistic Campaign Development, Production & Studio Capabilities), and Comms (Comms Planning, Influencer & Social Content, IAT Leadership, Data Science/Analytics & Reporting, and Holistic Creative Diagnostics & Optimization via StoryData™). The agency serves as an integrated creative partner or lead IAT agency for clients looking to consolidate their storytelling.

Differentiator

Problem solved

Functional benefit

Brands

StoryData™: Proprietary creative AI platform that transforms ads into data with AI tools, enabling creative analysis and effectiveness measurement.

Products and services

StoryData™ StoryData™ is FIG's proprietary creative AI platform that transforms advertising creative into actionable data. It ingests multi-channel brand ads, enriches them with a proprietary advertising taxonomy that turns visuals and words into strategic dimensions, scores assets with custom algorithms based on drivers of creative effectiveness, and enables comparison of asset performance, campaign effectiveness, and brand story performance over time against a custom competitive set. Available through FIG's engagement with enterprise brand clients and the agency's integrated creative diagnostics and optimization offering.
Strategy Services FIG's Strategy services practice covering Brand Strategy, Audience Definitions, Custom Research, and Naming & Brand Architecture for enterprise brand clients. Used to develop rigorous brand foundations and enduring Brand Stories that anchor the agency's creative and comms work.
Creative Services FIG's Creative services practice covering Design, Branding & Visual Identity, Creative Platform Development, Holistic Campaign Development, and Production & Studio Capabilities for enterprise brand clients. Delivered via integrated creative agency engagements or as lead IAT agency.
Comms Services FIG's Comms services practice covering Comms Planning, Influencer & Social Content, IAT Leadership, Data Science/Analytics & Reporting, and Holistic Creative Diagnostics & Optimization powered by StoryData™. Used by enterprise clients to plan, activate, and measure integrated storytelling across channels.

Quantifiable outcome

Illumina: 92% above global benchmarks in first 4 weeks post NovaSeq X launch
+10 more outcomes

Companies that use FIG

Customer profile

Named customers28 records

Segments1 record

Ideal customer profiles1 record

FIG technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature3 records

FIG partnerships and signals

Strategic signal

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

FIG competitors and assessment

Company assessment

Direct peers

72andSunny: 72andSunny is an independent creative agency known for culturally resonant, brand-storytelling campaigns for major enterprise clients. It is comparable to FIG in independent positioning, creative awards pedigree, and enterprise client mix.
Wieden+Kennedy: Wieden+Kennedy is an independent creative agency famous for long-term brand storytelling engagements with enterprise clients. Comparable to FIG on independent status, storytelling philosophy, and enterprise brand focus.
Mother: Mother is an independent, full-service creative agency with a New York office and senior-led operating model. It shares FIG's positioning as a high-profile independent competing against holding-company networks.
Anomaly: Anomaly is an independent creative agency with a similar full-service, brand-storytelling focus and a comparable enterprise client roster. It operates with a structurally lean, senior-heavy model analogous to FIG's positioning.
Droga5 (Accenture Song): Droga5 is a New York-based creative agency historically known for storytelling-led brand campaigns for enterprise clients. It was acquired by Accenture Song, providing a useful comparison to FIG's independent model and enterprise positioning.
Gut: Gut is an independent creative agency with offices in Miami and globally, producing award-winning brand storytelling for enterprise clients. Comparable in independent positioning and creative-pedigree approach.
Arts & Science: Arts & Science is an independent creative agency producing brand campaigns across film, design, and digital for major brands. Comparable to FIG as a senior-talent-led independent competing in enterprise creative.
David (Droga5): David is an independent creative agency known for bold brand campaigns for enterprise clients and rapid awards recognition. Comparable to FIG in independent status and emphasis on distinctive creative output.

Broad incumbents

Accenture Song: Accenture Song is a large, integrated marketing services network offering creative, commerce, and technology services globally. It is comparable as a major incumbent competing for the same enterprise creative clients as FIG.
R/GA (IPG): R/GA is a global digital creative and innovation agency within IPG, offering brand storytelling combined with technology and product design. Comparable as a broader incumbent serving enterprise clients with creative-plus-tech capabilities similar to FIG's StoryData™ positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

FIG financial estimates

Financial estimate

Revenue estimate

Valuation estimate

FIG leadership team

Management profile

Number of profiles

Profiles4 records

FIG funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

FIG M&A and investment

M&A and investment

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FIG

What does FIG do?

Is FIG a public or private company?

FIG is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was FIG founded?

FIG was founded in 2013. It employs 51 to 100 people.

Where is FIG based?

FIG is headquartered in New York, United States, in the North America region.

How does FIG make money?

One revenue line is on record: creative Agency Services.

Who are FIG's main competitors?

Direct peers on record are 72andSunny, Wieden+Kennedy, Mother, Anomaly, Droga5 (Accenture Song), Gut, Arts & Science and David (Droga5). Broad incumbents are Accenture Song and R/GA (IPG).

Does FIG have an API?

No public API is recorded for FIG.

What industry is FIG in?

FIG's product category is Advertising and Creative Services. Its primary akta.pro industry code is MPAAAAAA, Integrated Full-Service Creative Agencies, with a secondary code of MPAAAAAD, Digital Creative & Experience Design Agencies (Web/App/UX). Its NAICS code is 541810 and its SIC code is 7311.