Digital Creative Agency Firstborn Joins Dentsu

By Dentsu Network West, PRNE
Monday, January 31, 2011

Acquisition Bolsters Dentsu's Network Offerings & Roster of Award-Winning Marketing Services Firms

NEW YORK, February 1, 2011 - Dentsu Network West has acquired Firstborn (, a
leading New York-based digital creative agency specializing in design,
development, production and digital strategy for top national and global
brands and advertising agencies. Firstborn develops multi-platform user
experiences that extend across all media platforms, including web, mobile,
broadcast and digital out-of-home.

Firstborn will become a wholly owned subsidiary of Dentsu Network West.
The combination of Firstborn's world-class creative talent, high-end content
creation and design innovation with Dentsu Network West's global roster of
blue-chip clients will create new levels of digital innovation.

"Firstborn's digital creativity and technology expertise will accelerate
our ability to offer the most innovative and forward-thinking solutions to
our clients," said Tim Andree, CEO, Dentsu Network West and Executive Officer
at Dentsu Inc. "We are building a real network with the client at the center,
comprised of the most respected and innovative companies in their arenas.
This acquisition supports this mission, and our efforts to place digital at
the heart of our growth strategy."

Firstborn was founded in 1997, growing steadily into a current team of 65
employees made up of designers, producers, technologists and strategists. The
agency maintains all of its services in-house, including live-action video
production and postproduction; 3D and motion graphics; R&D practices;
creative direction and design; digital strategy and planning; and front-end
development and software engineering. The company will continue to operate
under the leadership of Founder & CEO, Michael Ferdman; President, Dan
; and Chief Creative Officer, Joon Yong Park.

"For the past 14 years, Firstborn has always been about two things - the
work and the people that create the work. The opportunity to align with
Dentsu will give Firstborn's work, and its people, a dominant global platform
on which to drive innovation and effect measurable change in this industry,"
remarked Michael Ferdman, CEO of Firstborn. "For years, Firstborn has had a
lot of outside interest, but it wasn't until now that a partnership made
sense for both parties. Timing is always crucial, and finding a partner with
a history of respecting its agencies' individual cultures made this deal a
no-brainer. I am excited for Firstborn's next chapter; and in the meantime,
we will continue to focus on doing what has always worked for us - letting
the consistency and the quality of our work do the talking."

The addition of Firstborn adds another award-winning agency to Dentsu
Network West's leading roster of marketing services companies, which include
ATTIK, mcgarrybowen (recently recognized on Advertising Age's 2010 Agency
A-List and named 2009 Agency of the Year), 360i (also named to the
Advertising Age 2010 Agency A-List) and the Dentsu-branded offices throughout
the Americas and Europe.

Firstborn was named to Advertising Age's 2009 A-List and also hit the
coveted 2010 Fast Company list of "50 Most Innovative Companies in the

About Dentsu Network West

Dentsu Network West is a dynamic, collaborative collective of
Dentsu-owned companies in North America, Latin America and Europe, comprising
34 offices in 10 countries. Its operating companies include Dentsu-branded
agencies as well as the industry's most lauded names, such as ATTIK, 360i (on
Advertising Age's 2010 A-List), and mcgarrybowen (also on Advertising Age's
2010 A-List, as well as their 2009 Agency of the Year). Dentsu Network West's
mission is to connect all of the future-obsessed, client-centric,
entrepreneurial talent of the Network in service of its clients' businesses.
Dentsu Network West is headquartered in New York, currently with regional
hubs in London and Sao Paolo. Dentsu Network West is a wholly-owned
subsidiary of Dentsu Inc. (Tokyo: 4324; ISIN: JP3551520004). For more
information about Dentsu Inc., go to:

About Firstborn

Founded in 1997, Firstborn is a digital creative agency headquartered in
New York City. They are a team of designers, producers, technologists and
strategists who share a passion for creating great ideas and translating them
into engaging, intelligent and innovative user experiences. Firstborn
develops multiplatform user experiences that extend across all media
platforms, including web, mobile, broadcast and digital out-of home. To view
Firstborn's portfolio of top agency and brand work go to:

Amanda Bird, Dentsu Network West, amanda.bird at, +1-212-991-4346

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