Razorfish Nabs Masco, Firstborn Gets Redken

New York digital shops win major brand work

Razorfish and Firstborn have picked up work from major brands in early 2013.

Razorfish has landed Masco and will serve as the Fortune 500 company's lead digital agency going forward. The Taylor, Mich.-based manufacturer's properties include names like Delta Faucets, KraftMaid cabinets, Behr paint and Milgard windows. According to Kantar Media's numbers, Masco doled out some $3 million in online display ads for those brands during 2011. Estimates for 2012 aren't yet available.

New York-based Razorfish was selected after a multiparty review, although neither competitors nor other details about the process were revealed.

Firstborn, also based in New York, has inked a one-year deal to fulfill online content duties for Redken, the fashion/haircare brand property of L'Oreal Group. Redken considered other digital players since September 2012 before picking Firstborn. The brand seems to award work according to shops' specialties. For instance, it's employed Digital Pulp on a contract basis during recent years for Web-based tools, while also leveraging Firstborn for mobile project one-offs.

Darienne Howe, assistant vp for U.S. marketing at Redken, said the content-based deal with Firstborn "will further exemplify Redken's ability to satisfy the consumer craving for instant information on how to achieve the latest trends created by salon professionals."

Recommended articles