Storytellers for the Information Age
A leading independent creative agency, FIG are proudly Storytellers for the Information Age. There is nothing more powerful than a story: think of anything else with the power to overthrow a government, calm a child or indeed, to transform the trajectory of a brand. As story experts, we understand how to tell and architect a story to succeed in today’s information-rich and media-fragmented world.
Our expertise comes from a unique blend of top talent and a complete commitment to creativity underpinned by StoryData™, our agency’s proprietary creative AI platform that turns creative into actionable data, ultimately helping our clients tell better, more effective stories.
We exist to help brands unlock the full power of their story.
Senior by Design
Our model is designed to put the industry’s most accomplished, experienced talent into the day-to-day work and hands-on with our clients. We prioritize relationship-building and we embed ourselves as a true partner to the whole client team.
At FIG, there is strength at every level, from strong, business-minded strategy and account leads all the way through to highly collaborative creative and production teams. We deliberately create a culture of collaboration because we prize making work. We truly believe that clients’ feedback makes the work stronger.
PRIOR
Chairman & Chief Creative Officer
at TBWA \ Chiat Day, Y&R and
Leo Burnett
Ad Age’s Top Ten | 4x Emmy nominated | 30+ Cannes Lions | Founder of StoryData™ | Adweek Innovators 50 2025
Mark Figliulo
FOUNDER & CREATIVE CHAIR
PRIOR
President of LBi, MRY.
Ad Age & Meta The List 2023 | Ad Age Leading Women in Advertising, Marketing and Media 2022 | Campaign US 40 over 40 most influential people in advertising 2021
Judith Carr-Rodriguez
PARTNER & CHIEF EXECUTIVE OFFICER
PRIOR
Head of Brand Strategy, Accenture Song, Head of Brand Strategy & Operations, Meta. Global Group Strategy Director, Wieden + Kennedy
Amber Higgins
PARTNER & CHIEF STRATEGY OFFICER
PRIOR
CFO & COO LBi, MRY,
Big Mouth Media
Chartered Accountant (CPA Equivalent) | ANA/4A’s Alternative Comp Model Task Force
Richard Tan
PARTNER & CHIEF FINANCIAL OFFICER
Story First
Our way of working puts Story-First. To tell successful stories, we answer five foundational questions to build the brand’s next chapter.
01
What do you want your storytelling to do for you?
We are thinking creatively about the problems in new ways so brands can see the possibility of solving for them in new ways. Our value is our outside perspective.
Onboarding
Client Input Brief + Q&A
Learning doc
The Collective™ Readout
StoryData™ Audit
SOW / Proposal
02
What kind of story should we tell and why?
This is our first big push for what makes the opportunity interesting and why. The creative will only be able to leap as far as we do here. Strategy is our first creative act.
StoryData™ Discovery
Deck & presentation
Audience definition doc
JTBD & Hypotheses Summary
Measurement Framework
03
What’s the most creative way to tell your story?
Exploring creative ideas. Where they get us excited and where they break. We are being drawn to images and words and ideas that make us feel something and that get us excited about the things we could make.
Creative Brief & Briefing deck
Creative territories & master asset Deck
StoryDataTM Research & Benchmarking
Media Strategy
Comms Plan
Messaging Framework
Measurement Framework
Research debrief
04
What do you want your storytelling to do for you?
This is a moment of protection. We have ideas we are excited about and now the details and the tendency to compromise are coming from more places and we have to hold hands and protect for our ability to get the very best version of the work out into the world.
IAT brief & Status Document
Tactical Brief
Media plan
Production Plans
Media Ops docs
Final Trafficked Assets
05
What did our storytelling achieve and what’s next?
We are navigating and trying to proactively get in front of competing information sources: research, audience, message, media, etc so we can learn and determine what we should do next.
StoryData™ Modeling
StoryData™ Tracking
Results reporting
Optimized Assets
Case Studies
Award Entries
FIG is widely recognized as one of the leading independent advertising agencies.
