Creativity, Data, and the Fight for Better Advertising with FIG

On this episode of We Built This Brand, Chris sits down with FIG founder Mark Figliulo and Chief Strategy Officer Amber Higgins to talk about the intersection of creativity, data, and storytelling. They break down Fig’s StoryData platform, how data can help creatives make stronger decisions, and why effectiveness matters more than simply making creative production faster or cheaper.

They also go behind the scenes of FIG’s work with Publix, including the “Make Things Special” strategy and campaigns like “Merry Birthday” and “Best Friends.” Plus, they discuss AI’s growing role in advertising, the renewed value of craftsmanship, and why great storytelling still has a critical place in building brands.

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Show Highlights:
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(00:50) Meet FIG and StoryData
(01:25) Founding FIG Origins
(03:26) Why Creative Needs Data
(17:03) Publix Make Things Special
(27:13) Christmas Cakes Legacy
(29:20) Best Friends Puppetry
(32:52) Our Pleasure Pillars
(39:44) Tropicana Next Up
(41:43) Industry Media Reckoning
(43:49) Biggest Lies In Metrics
(47:34) Brands Admired And Farewell

~~Links:~~
https://www.figagency.com/

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