Huge (digital agency)

Huge was founded by David Skokna, Sasha Kirovski, Gene Liebel, and Aaron Shapiro. Skokna and Kirovski, friends and colleagues at Deutsch, first established the company out of Skokna's apartment in 1999.{{Cite news|url=https://www.commarts.com/features/huge|title=Huge|last=Berger|first=Warren|date=November 1, 2010|work=Communication Arts}}

Huge's first client was IKEA who hired the firm to redesign its websites.{{Cite news|url=http://99u.com/articles/6073/david-skokna-theres-no-such-thing-as-a-b-team-|title=David Skokna: There's No Such Thing as a B-Team|last=Anderson|first=Ariston|work=99U}} Between 2005 and 2010, Huge also won and launched web design initiatives for JetBlue, CNN, Reuters, Four Seasons, Pepsi, and Target.

In 2008 The Interpublic Group acquired a stake in Huge for close to $40 million.{{Cite news|url=http://www.crainsnewyork.com/40under40/2011/Shapiro|title=40 Under 40 Class of 2011: Aaron Shapiro, 39|last=Spencer|first=Benjamin|work=Crain's New York Business}}{{Cite news|url=http://www.adweek.com/digital/ipg-buys-digital-shop-huge-96520/|title=IPG Buys Digital Shop Huge|last=Morrisey|first=Brian|date=July 30, 2008|work=Adweek}}{{Cite news|url=http://adage.com/article/agency-news/interpublic-buys-huge/130004/|title=Interpublic Buys Into Huge|last=Parekh|first=Rupal|date=July 30, 2008|work=Advertising Age}} In 2009, Huge was named the fastest-growing company across all marketing disciplines by Advertising Age.

In 2010, Pepsi announced it was working with Huge on the Pepsi Refresh project, using social media to fund public good projects.{{Cite news|url=https://www.nytimes.com/2010/02/01/business/media/01adco.html|title=Pepsi Invites the Public to Do Good|last=Elliot|first=Stuart|work=The New York Times|date=February 2010 }} Later that year, Aaron Shapiro was named CEO and IPG announced an investment of between $8 million and $10 million to accelerate global expansion for Huge with new offices in Brazil, China, Singapore, and Japan. At this time Skokna and Kirovski departed Huge.{{cite news|url=http://adage.com/agencynews/article?article_id=146431|title=Two Founders of Digital Shop Huge to Depart; Amid Leadership Shuffle, Interpublic Touts Big Investment for Global Expansion|last=Patel|first=Kunur|date=13 October 2010|work=Advertising Age|publisher=Kunur Patel, Advertising Age}}

In 2011, Huge launched a UX School program offering about 12-week UX apprenticeships{{Cite news|url=http://www.thenyegotist.com/news/local/2011/july/20/huge-schools-not-out-summer|title=At Huge, School's Not Out for the Summer|last=Riley-Adams|first=Ella|date=July 20, 2011|work=The New York Egotist}}{{Dead link|date=December 2024 |bot=InternetArchiveBot |fix-attempted=yes }} and opened offices in Rio de Janeiro and London. In 2011, Huge also began working with HBO to design and launch HBO GO, leading to the adoption of streaming TV initiatives by most cable TV brands. Huge would later work with Fox, FX Now, The Simpsons, and Hulu on direct-to-consumer TV initiatives.

In 2013, Huge opened a production studio to support its expansion from product and web design into marketing as the company took on integrated marketing work for Samsung{{Cite news|url=https://mashable.com/2013/06/21/usher-samsung/#vpHceYiz0gqr|title=Usher and Samsung: A Blueprint for Viral Success|last=Popescu|first=Adam|date=June 21, 2013|work=Mashable}}{{Cite news|url=http://www.thedrum.com/news/2013/06/17/samsung-teams-usher-create-film-its-smart-tv|title=Samsung teams up with Usher to create film for its Smart TV|last=Faull|first=Jennifer|date=June 17, 2013|work=The Drum}} and was named social media AOR for Audi.{{Cite news|url=http://adage.com/article/agency-news/audi-taps-brooklyn-based-huge-handle-social-media-efforts/241353/|title=Audi Taps Brooklyn Based Huge to Handle Social Media Efforts|last=Bruell|first=Alexandra|date=May 8, 2013|work=Advertising Age}} In 2013, Huge also launched the first redesign of New York City's municipal website in a decade.{{Cite news|url=https://www.nytimes.com/2013/09/30/nyregion/new-york-citys-internet-site-gets-a-user-friendly-update.html?_r=0|title=City's Web Site is Redesigned for First Time in a Decade|last=Yee|first=Vivian|date=September 29, 2013|work=The New York Times}}{{Cite news|url=https://www.fastcodesign.com/3018831/new-york-citys-website-gets-a-hurricane-proof-makeover?partner=rss|title=New York City's Website Gets A Hurricane-Proof Makeover|last=Wilson|first=Mark|date=September 30, 2013|work=Fast Company}}

The company announced in a March 2018 statement that Shapiro would depart the company after 13 years of overseeing the growth of the company. Michael Koziol replaced Shapiro as CEO.{{Cite news|url=https://www.wsj.com/articles/huge-ceo-aaron-shapiro-to-leave-the-ipg-digital-agency-1522327801|title=Huge CEO Aaron Shapiro to Leave the IPG Digital Agency|last=Bruell|first=Alexandra|date=2018-03-29|work=Wall Street Journal|access-date=2018-03-29|language=en-US|issn=0099-9660}} In May 2019 it was announced Publicis Groupe veteran Pete Stein would replace Michael Koziol as CEO.{{Cite web|title=Huge hands global CEO job to Razorfish vet as Michael Koziol steps down|url=https://www.thedrum.com/news/2019/05/21/huge-hands-global-ceo-job-razorfish-vet-michael-koziol-steps-down|access-date=2021-01-11|website=The Drum|language=en}} In June 2021, IPG named Mat Baxter the company's Global Chief Executive Officer.{{cite press release | url=https://www.globenewswire.com/en/news-release/2021/06/24/2252787/0/en/IPG-Names-Mat-Baxter-CEO-of-Huge.html | title=IPG Names Mat Baxter CEO of Huge | date=24 June 2021 }} In January 2024, Lisa De Bonis took on the role of Global Chief Executive Officer.{{Cite web |title=IPG Names Lisa De Bonis CEO of Huge |url=https://investors.interpublic.com/news-releases/news-release-details/ipg-names-lisa-de-bonis-ceo-huge}}

In July 2022, Huge laid off 3% of its global workforce in response to a revenue drop caused by clients cancelling or pausing activities,{{Cite web |last=ago |first=Jameson Fleming1 day |title=Huge Lays Off 37—About 3% of Its Workforce |date=6 July 2022 |url=https://www.adweek.com/agencies/huge-lays-off-37-about-3-of-its-workforce/ |access-date=2022-07-07 |language=en-US}} and signed a lease to create a 71,000 square foot Global Experience Center{{cite web | url=https://adage.com/article/agency-news/huge-swaps-many-offices-experiences-and-co-working-spaces/2417111 | title=Why Huge is swapping many of its physical offices for experiences and co-working spaces | date=17 May 2022 }} at Dock 72 in the Brooklyn Navy Yard.{{cite web | url=https://nypost.com/2022/07/31/design-firm-to-drop-anchor-at-dock-72-on-brooklyn-waterfront/ | title=Design firm to drop anchor at Dock 72 on Brooklyn waterfront | date=31 July 2022 }}

In July 2024, Huge, in partnership with NBCUniversal, developed OLI,{{Cite web |last=NBCUniversal |date=July 2024 |title=NBCUniversal Introduces "OLI" – AI-powered Chat |url=https://www.nbcsports.com/pressbox/press-releases/nbcuniversal-introduces-oli-ai-powered-chat-to-help-viewers-seamlessly-find-what-they-want-to-watch-throughout-olympic-games-paris-2024}} a natural language generative AI chat experience that helped viewers to navigate over 7,000 hours of competition during the Paris 2024 summer games. Huge touted OLI as a prime example of what the agency calls "Intelligent Experiences," digital interactions that are "anticipatory, personalized and conversational."{{Cite web |title=Introducing Huge IX |url=https://www.hugeinc.com/intelligent-experiences/ |access-date=2025-04-11 |website=www.hugeinc.com |language=en}}

In December 2024, Huge was acquired by private equity firm AEA Investors, which merged their previously acquired agency Hero Digital into Huge in April of 2025.{{Cite web |last=Kemp |first=Audrey |date=2025-04-10 |title=Huge Absorbs Hero Digital, Expands Capabilities |url=https://www.adweek.com/agencies/huge-folds-in-hero-digital-adds-ai-and-performance-marketing-muscle/ |access-date=2025-04-11 |language=en-US}}

In April 2025, Huge reported growth through new clients, with 62% of clients in the roster utilizing AI/GenAI-driven projects, up from 25% in June 2024.{{Cite web |title=After Merging With Hero, Huge Will Be Go-To-Market Brand |url=https://www.mediapost.com/publications/article/404960/after-merging-with-hero-digital-huge-will-be-the.html |access-date=2025-04-11 |website=www.mediapost.com |language=en}}

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• {{Official website|https://www.hugeinc.com}}

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Category:Companies based in New York City

Category:Advertising agencies of the United States

Category:Interpublic Group

Category:Digital marketing companies of the United States