FRED & FARID is a social, content, tech solutions for brands company based in New York, Shanghai and Paris founded by Frédéric Raillard and Farid Mokart. A 300 people company.
FRED & FARID is composed by FRED & FARID agency, Kids Love Jetlag agency, KILLDEATH production company, BCKSTG digital media, FFDIF (a digital investment fund already investing in 10 digital start-ups) and FFK2, the first French independent event creative group (after a merge between FRED & FARID and K2).
FRED & FARID has worked for more than 300 brands and won 600 international creative and effectiveness awards, including 200 digital distinctions since 2011.
Fred & Farid worked in six agencies in France, followed by BBH London, then Goodby, Silverstein & Partners USA. Back in Paris they launched Marcel for Publicis. In 2007 they launched their own independent company, recording the largest growth in France in the last 5 years.
They are co-founders, CEOs, creative chief officers of FRED & FARID: two integrated agencies (FRED & FARID Paris-Shanghai-New York, Kids Love Jetlag Paris-Shanghai-New York), one digital media (BCKSTG), one production company (KILLDEATH), a digital investment fund (FFDIF), a event agency (FFK2). The group has 300 employees
After studying respectively design and political science (Sciences Po), Fred Raillard and Farid Mokart started as strategic planner and account manager at Euro RSCG BTC in Paris. They decided to team up and moved to the creative side, working consecutively for 6 major agencies in Paris. They were the two youngest Creative Directors in France, leading the international accounts of CLM/BBDO Paris.
Their first digital hit was for start-up Aucland.com, the French eBay, inviting TV viewers to discover the end of the spot on the Internet. They soon became worldwide creative directors of Pepsi International (ROW). In 2000, Fred & Farid created the highly viral and controversial musical video of British Pop Star Robbie Williams “Rock DJ” which won the Brit Awards, and an MTV award in the USA. After winning Cannes Lions awards on Pepsi, Fred & Farid are promoted Worldwide Creative Directors of Pepsi International (ROW). Shots Magazine (Shots 61) select the French team to open their gallery of the “12 world’s best creative teams”
Advertising legend Sir John Hegarty personally hired Fred & Farid at BBH London to lead their biggest launch: Microsoft Xbox brand new video game player (500 million dollars launch).
Fred & Farid start an international career. They are the first major French creative team to move abroad and work successfully outside France.
Their Gold Lion viral spot Xbox Champagne found itself “Grand Prix finalist” in Cannes in 2002.
American advertising Legend Jeff Goodby hires them to join his prestigious digital agency Goodby Silverstein & Partners in San Francisco. Fred & Farid launch a new start up called Netflix in US and UK, the future entertainment worldwide leader.
At Goodby Silverstein & Partners, Fred & Farid are in charge of the re-launch of the iconic athletic brand Pony in 180 countries. Fred & Farid hijack the Olympic Games with a controversial poster of a sweaty Pony athlete lighting his cigarette on the Olympic flamme.
In 2005, Publicis Group chairman Maurice Levy personally hired the duo to launch Marcel, a new international digital agency based in Paris, named after the founder of Publicis’ group, Bleustein-Blanchet.
Fred & Farid win the pitch for Internet/mobile company Orange, managing the image of this European tech leader in 27 countries.
Marcel agency is definitely the hottest agency in Paris. But 9 October, disappointed by Maurice Levy, Fred & Farid announce their resignation… chocking the advertising planet, and launching the biggest mercato of the Parisian scene. British magazine Campaign titles “Furore over Fred/Farid start-up”.
French financial tycoon Vincent Bolloré offered to back their own group, FRED & FARID, owning 30%. “Fred & Farid are so talented that it was a too good opportunity to pass up” said Bolloré.
Fred & Farid embark Publicis France’s CEO Christophe Lambert and launch FFL. Fred, Farid and Lambert own together 70% of the company, and Vincent Bollore 30%. The new digital company starts with a worldwide buzz by hijacking the Rugby World Cup 2007 with their “Dim Dim Girls” for French underwear brand Dim, a historical account of Publicis Group.
In July 2007, FFL wins French legendary brand Orangina. “Fred & Farid have come up with the most ambitious and accurate approach. Orangina is a mythic brand and must reniew its iconic status”. Hugues Pietrini / Adland
French magazine Le Point titles “Fred & Farid, the advertising putschists”. “Fred & Farid are world stars of advertising. These two rebellious creatives have just left Publicis to launch their own shop”. French newspaper Le Monde titles “Fred & Farid, a duo who became logo”.
In July 2007, Fred & Farid Paris win French legendary brand Orangina. “Fred & Farid have come up with the most ambitious and accurate approach. Orangina is a mythic brand and must reniew its iconic status”. Hugues Pietrini / Adland
The 9 October 2007, just 9 months after the launch, the agency organises a huge Parisian party to celebrate the anniversary of their resignation from Publicis. Fred, Farid and Lambert invite the whole Parisian scene at Le Fouquet’s nearby Publicis headquarters, and announce their numbers : 7,2 millions Euro revenus, 55 employees, 23 brands (including Schweppes, 1664, L’Oreal, Van Cleef & Arpels).
Christophe Lambert leaves the company. Founders, CEO and Executive Creative Directors Fred Raillard and Farid Mokart now own 70% of their company. They rename the company “FRED & FARID”, claiming in the press their ambition to shake the conventional French market and fight against big networks.
FF GROUP produces the worldwide Diesel Parfum campaign “Are you alive?” for L’Oreal.
The independent digital group wins clients like L’Oréal-Diesel, Société Générale, Audi, Decathlon or Schweppes, with a turnover of nearly €50 million in 2011, and 80 employees.
In June, Fred & Farid win the highly desired Cannes Lions Grand Prix for their Wrangler campaign “We are animals”, shot by artist Ryan McGinley, a crowning achievement for every person in the creative industry.
The Guardian titles “Wrangler ad’s sex appeal wins over judges.
December 31th 2009, French newspaper titles “The Fred & Farid Millesime”. 2009 is definitely the explosion of independent agency Fred & Farid”.
FRED & FARID wins and produces international campaigns for dozens of brands, including prestigious brands like Van Cleef & Arpels, Yves Saint Laurent, Giorgio Armani, Montblanc.
GQ ranks Fred & Farid 17th most influential media/Internet persons in France.
FRED & FARID wins Societe Generale, a major French bank, with a new platform around the “Team Spirit”. It also wins Martini with a new pan-European platform “Luck is an attitude”.
The company buys a 7 floors building in the 9th district 22 rue de la Victoire in Paris to set up their headquarters. They print in the lobby this line “Si un jour on baisse les bras, coupez-nous la tête”.
The group launches a second agency called Kids Love Jetlag, focus on digital influence, digital activation and ePR.
GQ ranks Fred & Farid 11th most influential media/Internet persons in France.
The 11 January 2012, French magazine INfluencia defines Fred & Farid as “Bunks”, business punks… along with other personalities like Xavier Niel.
March 2012, La Lettre de L’Expansion, Campaign and Advertising Age reveal FRED & FARID’s intention to open FRED & FARID Shanghai in September. FRED & FARID settles its new digital agency in a 1000m2 warehouse in Shanghai. The new shop focuses on social, content and tech.
In France, Fred & Farid invest in Melty, the most promising digital media on young audience. “With Fred & Farid, it’s been an intellectual Coup de Foudre” Alexandre Malsch buy wholesale socks.
October 1 in Les Echos, advertising living legend Sir John Hegarty gives a tribute to FRED & FARID : “FRED & FARID is a good example of a young independent agency that has succeeded brilliantly. But we need 10 or 20 Fred & Farid”.
December 12, 2012, Strategies magazine announces FRED & FARID Shanghai’s win of the prestigious Porsche account for the whole China.
The 31 January, Fred is selected in the Young Leaders France-China 2013 promotion. Fred also joins the steering committee of the foundation, and meets China Vice President Li Yuanchao.
FRED & FARID Shanghai works for 27 brands in China, including Porsche, Coca-Cola, Shang Xia, Sunning, Sogou, Avène… and renowned groups like L’Oréal and Pernod Ricard.
The 1 January, French magazine Paris Match presents Fred, along with digital entrepreneur Olivier Chouvet and famous chef Paul Pairet, as “French people who have conquest the Chinese megalopolis”. “Fred & Farid made a big bet on China. Paris-based agency found success in Shanghai” Advertising Age.
March 24, in Le Petit Web magazine, FRED & FARID announces the creation of FFDIF (Fred & Farid Digital Investment Fund). The purpose is to provide capital, incubation, mentoring and ressources to promising digital ventures. Then invests in Fashion Capital & Partners investment fund.
The 17 April, French magazine Strategies announces Farid as Foreman of Grand Prix Strategies. In Les Echos, FRED & FARID announces the official launch of FRED & FARID New York for September 2015.
The 21 July, Strategies announces FRED & FARID Paris as “the only one French agency in the Warc 100 ranking. The 1st of September, American magazine Adweek selects FRED & FARID Shanghai in the “Top 10 best agencies outside USA”.
July 2014, Shots magazine selects Fred & Farid in the Top 15 most influential creative leaders, along with Sir John Hegarty, Jeff Goodby, Dan Wieden, Lee Clow, David Droga, Trevor Beattie, Marcello Serpa. The 8th of December, French newspaper Les Echos selects Fred & Farid in “La Releve 100 people” and Campaign Asia rewards FRED & FARID Shanghai as Silver Agency of the Year 2014.
Fred launches a weekly chronicle with BFM Business to help France understand the Chinese social media landscape, and a TV show “Bonjour La France” on Shanghai channel ICS. FRED & FARID Shanghai co-produces the show. Fred hosts it with Mrs Jiang Qiong Er, founder of Hermes’ Shang Xia.
Fred & Farid are selected in Medium France Top 30 Most Active Business Angels. FRED & FARID wins Best International Agency of the Year at Grand Prix des Agences de l’année 2014. FRED & FARID Paris buys a second 7 floors building in Paris (48 rue de Provence 75009), nearby the headquarter to locate now their 250 employees in France.
February 2015, French Prime Minister Mr. Manuel Valls and Foreign Affairs Mr. Laurent Fabius choose to officially visit FRED & FARID Shanghai to meet French entrepreneurs in China. “Manuel Valls was happy to listen to FRED & FARID’s CEO explaining that French people need to hear they are Champions in something” Le Journal du Dimanche.”We are very pleased that the French Government supports entrepreneurs abroad. French creativity is the major asset of France” Campaign Brief Asia.
The 24 February, FRED & FARID Paris wins WARC 100 Top 4 World’s Best Digital Agency.
FRED & team shirts football; FARID Shanghai wins a national competition, and produces the most important moment of Chinese government communication: a 2-minute TV spot in the middle of Chinese New Year CCTV gala show. The spot “My name” is built on the rich meanings of Chinese first names and signed “Never forget where you come from”. It is watched by around 1 billion people, an audience 8 times bigger than the American Super Bowl.
In March, Fred and FRED & FARID Shanghai partner Huang Feng announce the opening of FRED & FARID Beijing to look after their new gouvernemental CCTV client.
In June, FRED & FARID announces a join venture with Asian event company K2, called FFK2, intending to deliver brands a new genre of “worldwide digital centric events”. Strategies (8 June 2015). FFK2 soon wins Pernod Ricard top competition for the “Martell cognac 300 years anniversary” producing a huge event in Versailles and Shanghai.
FFDIF has invested in more than 20 digital ventures including Melty, Maddyness, Babbler, Early Birds, GOV, Little Big Data, Markelys, State, Wezzoo, the loops… and 2 digital funds, 5M Ventures, Fashion Capital and Partners.
November 2015 is the official launch of FRED & FARID New York waterproof smartphone pouch. The agency works for Louis XIII de Rémy Martin cognac, and HP US. For Louis XIII, FRED & FARID New York created an art project starring John Malkovich and directed by Robert Rodriguez. The film is titled ‘100 Years’ and no one will see it before 100 years, the time it takes to create a decanter of Louis XIII de Rémy Martin.
In December 2015, Fred & Farid featured on Advertising Age’s Creativity 50 list for 2015, the annual Review of “the most influential and innovative creative thinkers and doers”. Fred & Farid are in company on the Creativity 50 list with influencers in advertising, fashion, entertainment, art, technology and pop culture like Banksy, Olivier Rousteing, Neil DeGrasse Tyson, Alejandro González Iñárritu or Evan Spiegel.
On January 25, Advertising Age, the renowned global publication, has chosen FRED & FARID Shanghai as the International Agency of the Year for 2016 as part of Ad Age’s annual Agency A-List report.
March 25, 2016 marked a very proud day for FRED & FARID, as Farid was appointed ‘Chevalier de la Légion d’Honneur’, (Knight of the Legion of Honour). The Order of the ‘Légion d’Honneur’ is the highest French order for military and civil merits, established in 1802 by Napoléon Bonaparte.
May 2016, Fred became an ambassador for the French Tech Shanghai. Launched in 2013, the French Tech Shanghai is the place for French start-up companies based in Shanghai. The main objective is to accelerate the growth of digital start-up companies, and to reinforce the attractiveness of France in innovation.
June 6, Fred became economic advisor for CCE (French Foreign and International Trade Council) and hosted a round table about the new digital consumer in Hong Kong.
June 15, FRED & FARID New York created and produced the new Major Lazer music video « Night Riders ». Major Lazer, internationally renowned American electronic music group is composed of producers Diplo, Jillionaire, and Walshy Fire. The video was shot by the agency in Bangkok and Los Angeles, and features contributions from rappers Pusha T, 2 Chainz, Travis Scott and Mad Cobra.
May 12, FRED & FARID won 6 awards at The One Show awards festival, New York: 1 Best of the Category, 1 Gold for Louis XIII ’Not Coming Soon’ (100 Years), 1 Gold and 2 Bronze for #MaPlaceEstDansLaSalle.
One week later, FRED & FARID won 4 Pencils at D&AD 2016 Awards in London including 1 Yellow Pencil, the highest distinction : 2 Wood Pencils and 1 Yellow Pencil for #MaPlaceEstDansLaSalle, 1 Wood Pencil for Louis XIII ‘Not Coming Soon’.
June 25, FRED & FARID won 9 Lions including 3 Gold at Cannes Lions this year: 3 Gold, 2 Silver and 4 Bronze with #MaPlaceEstDansLaSalle, Louis XIII ‘Not Coming Soon’ and MemoriesLab ‘Treasure Today’.
The 3 offices (Paris, Shanghai, New York) were awarded in 7 different categories: Direct, PR, Promo & Activation, Outdoor, Design, Film Craft, Entertainment.
July 14, On Bastille day, Fred was appointed ‘Chevalier de la Légion d’Honneur’ (Knight of the Legion of Honour). The Order of the ‘Légion d’Honneur’ is the highest decoration in France. Farid was appointed in March 2016.
September 28, FRED & FARID Shanghai is named 2nd China’s Hottest Agency by Campaign Brief Asia. The first independent agency on this ranking.
So far, FRED & FARID has won more than 400 international awards, including 200 digital distinctions since 2011, and numerous international titles : Cannes Lions Grand Prix, Ad Age’s International Agency of the Year, WARC Top 4 World’s Best Digital Agency, 5 times Best Agency at World Luxury Award, 2 times Best Independent Agency of the Year at Spikes Asia, Cristal Festival Independent Agency of the Year, Campaign Asia Silver Agency of the Year, Adweek Top 10 Best Agency outside USA.