Fred & Farid is one of France's most admired and biggest independent agencies, the vehicle of multi-award-winning creative team Fred Raillard and Farid Mokart, whose CVs included stints at such noted agencies as Goodby Silverstein, BBH London, and latterly at Publicis Groupe, where they led the newly created Marcel creative boutique. They jumped ship from Publicis in 2006 to launch their own agency with private financial backing from then-Havas chairman Vincent Bolloré. (Early partner Christophe Lambert moved on in 2008 leaving Fred & Farid with 70% of the business. Bolloré retains the remaining shares, though the agency operates entirely separately from Havas Group). Fred & Farid has expanded its offering since then through the acquisition or launch of multiple satellite units, including digital shops Kids Love Jetlag and Docial Studio, and production company Killdeath. The group launched its first international outpost, in China, towards the end of 2012 as well as an inhouse media division in France, in a partnership with Havas Media. Further international offices have followed including outposts in New York, from 2015, and in Los Angeles as well in 2017. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
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Who are the competitors of Fred & Farid? see France's Leading Advertising Agencies
Capsule checked 6th October 2017
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Adbrands Weekly Update 16th April 2015: Ads of the Week "Redkiss". A gorgeous sexy ad for the latest Diesel Loverdose fragrance extension Redkiss. We at Adbrands often give perfume ads a hard time for their brainless posturing, but this one is just great. No supermodels striking a deadpan pose here, simply a barrage of sexy, strange and sometime psychotic fast-cut images. Love it. Fred & Farid developed the spot, with prodco Wanda Paris.
Adbrands Weekly Update 2nd April 2015: Ads of the Week "Bicycle". Fred et Farid's new campaign for French mail order retailer La Redoute is charming and beautifully shot, with an odd tag line that translates as something like "For Tomorrow's Women Always". But even without that memory-nudging slogan we can't help but be reminded of Adam&Eve's John Lewis campaign from 2010, Always A Woman. Pure coincidence? What do you think?
Adbrands Weekly Update 25th Sept 2014: French creative indie Fred & Farid is to plant a flag on US soil for the first time next year with the opening of an office in New York to partner its existing outposts in Paris and Shanghai. The group has recently begun searching for a local management team.
Adbrands Weekly Update 10th Jul 2014: Ads of the Week "L'Homme Ideal". At last! A fragrance ad that doesn't settle for empty-headed posturing, and that actually dares to poke fun at traditional fashion ad stereotypes. Well, you'd expect nothing less from agency Fred & Farid and director Michel Gondry in this lively campaign for the latest release from LVMH's Guerlain franchise.
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