Formerly Known As

Formerly Known As is a digital-first integrated advertising, marketing and creative agency within Publicis Groupe. Formed in 2022 through the consolidation of Moxie, MRY, Rauxa and Level Studios, it brings together creative development, audience strategy, customer relationship management, media and marketing technology in a single operating company. Its work connects brand building with customer acquisition, engagement and retention.

The agency combines social, commerce, CRM and platform capabilities to address fragmented marketing activity. Its integrated approach connects creative ideas with consumer insights, performance media and data engineering, allowing campaigns and customer experiences to span different stages of the purchase journey. Its national operations are anchored in New York and Atlanta.

Capabilities and approach

FKA organizes its capabilities around four pillars:

• Brand to Demand Creative: Campaigns, digital storytelling and content designed to connect awareness with commercial action.
• Consumer Connectivity Planning: Audience engagement, media planning and activation across the purchase journey.
• Human and Cultural Understanding: Research into consumer motivations, cultural trends and the context behind audience behavior.
• Progressive Platform Enablement: Integration of marketing technology, customer data platforms and enterprise systems.

Commercial services include omnichannel campaign development, content production, creative optimization, programmatic activation and influencer marketing. Its CRM work covers customer lifecycle strategy, first-party data architecture, email marketing and loyalty retention. Technology engagements include modernizing legacy marketing systems, designing digital products and experiences, and connecting data across platforms. Audience research combines qualitative and quantitative methods with segmentation and anti-bias creative auditing.

Markets and work

The agency serves consumer packaged goods, food and beverage, telecommunications, retail, financial services, automotive, quick-service restaurants and technology businesses. Reported client work includes social storytelling and seasonal activations for Coca-Cola, CRM and digital customer experience work for Verizon, and digital passenger engagement for Delta Air Lines. Other engagements encompass automotive aftermarket strategy for Driven Brands, digital engagement for Chick-fil-A, and influencer and commerce campaigns for L’Oréal.