Huge (agency)

Huge (agency)
Name	Huge
Type	Private
Industry	Advertising
Founded	1999
Founder	Gene Liebel, Aaron Shapiro
Headquarters	Brooklyn, New York City
Area served	Global
Key people	Tara Cherian, Aaron Shapiro
Parent	Interpublic Group

Huge (agency) Huge is a digital design and advertising agency founded in 1999 known for user-centered design, digital transformation, and integrated marketing. The firm operates across major markets including New York City, London, São Paulo, Singapore, and Tokyo, serving multinational corporations, media companies, and technology firms. Huge's work spans brand strategy, product design, technology implementation, and marketing campaigns for clients in sectors such as finance, retail, healthcare, and transportation.

History

Huge was established in 1999 by Gene Liebel and Aaron Shapiro during the dot-com era alongside contemporaries like Razorfish, AKQA, and Sapient. Early work involved projects for startups and legacy brands moving online, competing with agencies such as VML, R/GA, and Wunderman Thompson. In the 2000s Huge expanded from web design into digital strategy and experience design, aligning with trends led by firms like IDEO and Frog Design. The agency attracted attention through high-profile engagements with companies including Target Corporation, HBO, American Express, and Google. Huge's growth culminated in acquisition by the Interpublic Group in 2010, joining peers such as McCann Worldgroup and Deutsch. Leadership changes over the years involved executives with backgrounds at Nike, Spotify, and IBM, reflecting cross-industry recruitment common among global agencies.

Services and Specializations

Huge offers a portfolio of services integrating creative, design, and technology disciplines. Core offerings include user experience (UX) and user interface (UI) design informed by practices from Nielsen Norman Group research, content strategy influenced by Condé Nast editorial models, and product development methodologies akin to Scrum and Lean Startup. Technology implementations often use platforms and vendors such as Amazon Web Services, Salesforce, Adobe Experience Manager, and Google Cloud Platform. Marketing and media capabilities extend to paid and organic channels used by firms like Facebook, Twitter, LinkedIn, and YouTube. Huge also provides consulting in digital transformation similar to services from Accenture, Deloitte Digital, and Capgemini.

Notable Projects and Clients

Huge's client roster has included multinational brands and cultural institutions. The agency executed digital platform work for IKEA, experience design for HBO Max, ecommerce redesign for Target Corporation, and mobile products for American Express. Other engagements involved digital campaigns and product work for McDonald's, Nike, Samsung Electronics, Coca-Cola, and PepsiCo. Huge has collaborated with media companies such as The New York Times, Condé Nast, and Warner Bros. and civic projects tied to municipal clients like City of New York. Projects often intersect with technology partners such as Stripe, Shopify, and Square to deliver commerce solutions.

Corporate Structure and Leadership

As part of the Interpublic Group network, Huge operates within a holding company structure alongside agencies like MSLGROUP and Weber Shandwick. Executive leadership has included founders and industry executives with prior roles at Publicis, Omnicom Group, and WPP agencies. Notable leaders associated with Huge's senior management and creative direction have backgrounds connected to Apple Inc., Google, Microsoft, and Adobe Systems. The agency maintains multidisciplinary teams of designers, strategists, engineers, and marketers, hiring talent from institutions such as Parsons School of Design, Rhode Island School of Design, and Carnegie Mellon University.

Awards and Recognition

Huge has received industry awards and recognitions from organizations and events including the Cannes Lions International Festival of Creativity, Webby Awards, D&AD, and One Show. Case studies and campaigns have been featured in publications like Adweek, Fast Company, Wired, and The Wall Street Journal. The agency has also been cited in rankings by Forbes and Ad Age for growth and workplace culture, and recognized in lists compiled by Inc. and Glassdoor.

Controversies and Criticisms

Huge has faced criticism typical for major agencies, including disputes over billing and scope reminiscent of controversies involving Accenture Interactive and Publicis Sapient. Campaign decisions and creative work have occasionally generated public debate in outlets such as The New York Times and The Guardian over brand messaging and cultural sensitivity, echoing issues seen at agencies like Ogilvy and BBDO. Internal reviews and employment practices have been the subject of commentary in Business Insider and Bloomberg in line with industry-wide scrutiny of agency cultures and diversity initiatives.

Category:Advertising agencies