Creativity is the lifeblood of our business. Public recognition of our creativity can boost business success; however, the real value is not solely money in the bank, but in the encouragement to become even more creative.

What is “creativity”?

Sociologist Erich Fromm put it this way: "Creativity requires the courage to let go of certainty."

Well…we had no choice but to let go of certainty when Covid-19 struck.

And so we followed the advice of African-American author Alice Walker: “Hard times require furious dancing. Each of us is proof.”

For FRED & FARID’s teams in Los Angeles, New York, Shanghai…


Marketers have shifted their sites recently from Millennials to Gen Z…but…where to find them and how to reach them?

Let’s start by mentioning a few identifying features of this new generational phenomenon. Born since 1997, the eldest are just entering the work force. Or trying to. Most are still in high school. They’re more diverse than any cohort before them. They are the product of circumstances most of the rest of us have not faced as children.

”Gen Z have already lived through a global economic recession, a global pandemic, and political turmoil not seen in decades,” says Jules Chaffiotte…


Prioritizing cost-cutting can’t guarantee companies will make it through the year.

Whether it’s health or business matters, we’re all focused on survival — under pressure to prioritize efficiency and productivity over human-centric activities. What does this mean for marketers in 2021?

In the past, a corporate strategy based on cutting costs has signaled the death knell for marketing activities. But today is not the usual economic downturn.

“The situation we find ourselves in today is not the typical business slump in which we’re dealing with systemic challenges to the economy, as we saw in 2008–2009,” says Christophe Wurst, CFO and…


As difficult as the year has been, 2020 has also boosted our creativity and kindred spirits

This year is not one we’ll forget, and it’s not going to end on December 31: the COVID-19 pandemic, the lockdowns, the social distancing, will last a while yet. But there’s also an upside.

“The pandemic brought us closer together,” says Feng Huang, CEO, Executive Creative Director & Partner at FRED & FARID Shanghai.

Simply put 2020 is the year we’ll realize we re-discovered the meaning of “teamwork.”

“We quickly realized that our bureaux in Shanghai, Los Angeles, New York, and Paris would have…


The shared trauma of the COVID-19 global pandemic has given us all a common reference point, and it now seems the whole world is looking for value in a more profound way.

The pandemic has set the world on its head. But it’s not all bad. Some changes suggest a shift in values and expectations that could be of long-term benefit. And it means we marketers need to adapt our approach, our work, and our clients.

All of a sudden, products and things have become less important than ideas and insights. Creativity has become central to business processes. …


In-house teams need help, especially during the pandemic.

It’s not unusual to see companies slash their advertising and marketing budgets as soon as a business downturn looms, and the COVID-19 health crisis has been no exception. In addition, today a slew of companies have taken more and more of their communications and marketing activities in-house in a move to save money and keep staff jobs intact. “Obviously, the latter motivation — saving jobs — is important in these uncertain times,” says Amanda Hellman, Managing Director & Partner at Fred & Farid New York, “but on the saving money front….rejecting …


Last night in the US, Fred & Farid was recognized twice by Ad Age at Small Agency Awards 2020 with 2 Gold: Fred & Farid Los Angeles won ‘Best Newcomer of the Year” and Fred & Farid New York won ‘Integrated Campaign of the Year.’

via Adage

Hello. We are French via China. And now, the US.

We started in Paris. Unconventionally moved from East to West, and landed in Shanghai. After 5 years of success in China, we were off again — this time to set up shop in Los Angeles, just 18- months ago.

Unlike other agencies, at…


If you’re not creating value for your customers, what good are you really?

The dictionary definition of “value creation” is “any process that creates outputs that are more valuable than its inputs.”

As marketers, we could add to this definition:
“Providing products and services that customers find consistently useful.” Doing things better.

The pandemic and its months of shuttered shops, isolation, confinement, and social distancing have given everyone — marketers and consumers alike — more than enough time to start thinking about what ‘better’ is,” points out Amanda Hellman, Managing Director of Fred & Farid New York. 2020 has been…


The Coronavirus has created an unprecedented global crisis. But it also helps us find our strengths, and resolve to overcome our weaknesses.

Sure, we’d heard about the coronavirus and COVID-19. But it was somewhere else. Until it wasn’t. And from one day to the next, our world changed.

It’s not been easy for any of us. …


The Unknown Face- FF Paris www.ffcreative.com

Creativity is the process of bringing something new into being… It brings to our awareness what was previously hidden and points to new life.”
— Rollo May, The Courage to Create

In that quote, American existential psychologist Rollo May could have been describing the use of data to spur creativity in the brave new world of marketing today, bringing the previously-hidden to life to make something new.

“Creatives often pride themselves on their keen sensibility for human truths and emotions,” says Olivier Lefebvre, CEO and Partner, FF Paris, “while analysts can create algorithms from those truths and map a path…

FRED & FARID

Global creative agency, a creative partner for CMOs and brands to accelerate companies’ growth. Based in Los Angeles, New York, Paris and Shanghai.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store