Huge is a widely admired digital agency within Interpublic, sitting alongside the larger R/GA. While the latter has tended to focus on traditional digital marketing, Huge has strayed increasingly into consultancy and technological invention, especially the design and creation of highly specialised apps and digital products for clients. For example, its inhouse artificial intelligence "assistant" Dakota attracted considerable attention in 2016. However, it is also widening its capabilities to offer traditional creative, design, experiential and even CRM, in most cases enhanced by its digital skills. The agency now operates independently within the wider Interpublic group, although it was partnered until 2013 with the Lowe network. Huge was launched in New York in 1999 by David Skokna and three partners. Interpublic first acquired a stake in the business in 2008, taking full control four years later. Over the same period, Huge steadily rolled not just a national presence - there are currently eight offices across North America - but also an international one with outposts in the UK, Tokyo, Colombia, Brazil and Singapore. Separate unit Elephant was created in 2014 to manage the newly won Apple account; it now operates more or less independently of Huge, although the two agencies share the same HQ offices in New York. A PR function was added in 2017. Lead founder Skokna resigned in 2010, and the last of Huge's four founders left the business in 2013. Former technology entrepreneur and management consultant Aaron Shapiro led the firm until 2018, when he was succeeded by Michael Koziol. However Koziol departed after only a year, to be replaced by former Razorfish leader Pete Stein. He too departed after even less than a year in 2020. Former Initiative chairman Mat Baxter was eventually named as CEO. Jason Musante is chief creative officer. AdAge estimated revenues of $279m in 2019, making it IPG's 5th biggest creative network after McCann, FCB, MullenLowe and R/GA.
Capsule checked 8th April 2021
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Marketer Moves 24th Jun 2021: New CEO at Huge. See Marketer Moves (members only).
Adbrands Weekly Update 18th Jan 2018: Ads of the Week: "How Money Moves: Around Town". For this adorably wacky campaign for money transfer app Zelle, Huge scored a minor coup by securing the services of Hamilton star Daveed Diggs. He makes a great brand ambassador. Oh it's just another smartphone app, you might think, but actually this one looks like it might last the distance since it's a joint venture between several of America's biggest banks, via their credit reporting unit Early Warning Systems.
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