About us
We were never interested in doing things just because they’ve always been done that way. We believe the most interesting things happen when different minds meet, familiar ideas are challenged and there’s room for something unexpected.
Research
The middle is disappearing
There is a comfortable story the industry is telling itself right now: AI is a tool. We use it. We become more efficient. And in the end we are stronger than before. The story isn’t wrong. But it is incomplete.
Services
End-to-end for your brand.
frst is a creative hub. We bring together the right insights, artists and technology for everything your brand needs next. Four disciplines give it shape. One open process keeps you inside the work, from day one.
- 01
Brand Strategy
A position built on evidence, so your brand knows where it stands and where it is going.
- 02
Creative Concept
Original ideas from the right people, chosen for your project and shaped with you.
- 03
Campaign & Craft
Campaigns, content and film, from first concept to launch. Crafted with care, built to move people.
- 04
AI driven Technology
Dare to change outcomes: sharper insights, faster briefings, teams matched with precision.
Skip the echo chamber
Join curious minds and get bold ideas.
Research
We asked the people who know.
Together with TH Köln, we did what hasn’t been done like this before: we asked a representative group of clients what they really expect from agencies. The answers aren’t always comfortable, but they are very useful. We share what we found, so the whole industry can move forward.
CMO Community
The Future of Agency Relationships
The agency-client relationship is under pressure. AI. More transparency. New expectations. But the pressure isn’t on agencies themselves—it’s on the model companies and agencies use to work together. frst is exploring what needs to change.
Evidence-led. Built with you.
Pillar 1
Research Drops
Evidence every six weeks
Every six weeks, we test one thesis with data, interviews, and surveys. Eight editions a year. No guesswork. No long reports. Just clear, reliable insights. At the end of the year, one major report brings everything together and validates the findings.
Why it matters
You get evidence, not opinion—clear, concise, and on a regular schedule.
Pillar 2
CMO Roundtables
Peer conversations, backed by research
Three times a year, 10–15 marketing and C-suite leaders come together. No panels. No pitches. Three themes: trust, creativity, and the future of agencies. What’s shared in the room stays in the room. The insights feed into the next study.
Why it matters
Bring your questions to the table. Explore them with the right people—and help turn the answers into research.
Pillar 3
Perspectives
Fresh thinking between Research Drops
Every Friday, we share a point of view, a research insight, or an interview clip. A way into the conversation without waiting six weeks for the next drop. Ideas that help you move forward.
Why it matters
Stay close to the conversation, week after week. A steady stream of insight—never too much, never too little.