FirstTeam® Wins Gold at 2025 MarCom Awards: Behind the Agent™ Campaign Recognized
FirstTeam® is proud to share that our integrated marketing campaign, Behind the Agent™, has been awarded Gold in the 2025 MarCom Awards, one of the most prestigious global competitions honoring excellence in marketing and communications.
With over 6,000 entries submitted from across the United States, Canada, and 41 other countries, this recognition marks a defining milestone in our journey as an agent-first brand driven by purpose, performance, and innovation.
A Brand Ecosystem Built for Growth
What started as a philosophy has become a powerful growth engine. Behind the Agent™ was developed as a fully integrated brand and advertising ecosystem, designed to bring our agent-first values to life across every touchpoint.
From digital performance campaigns and large format out of home to luxury partnerships, CTV, airport placements, and immersive social storytelling, we’ve built a system that gives our brand not just visibility, but velocity.
“When I joined the company in 2024, Behind the Agent™ was a strong internal statement of purpose that captured who we were, but it hadn’t yet been activated externally,” said Lauren Henss, VP of Marketing & Strategic Initiatives at FirstTeam®.
“That allowed us to take something meaningful and make it measurable. We evolved Behind the Agent™ from a brand tagline into a fully integrated brand and advertising ecosystem, giving it not just visibility, but velocity.
This recognition from the MarCom Awards celebrates our team’s strategy, storytelling, and execution that brought Behind the Agent™ to life.”
Why It Matters
1. Global recognition of our strategy
Winning Gold affirms that FirstTeam®’s approach to marketing isn’t just working, it’s leading.
2. Proof of our agent-first mission
By placing our agents at the heart of the story, we’ve created a campaign that not only resonates with consumers, but also attracts, empowers, and retains top real estate professionals.
3. Marketing as a growth engine
Behind the Agent™ is more than a campaign. It is a system of ideas, assets, and activations that support long term expansion across new markets and client segments.
“For us, Behind the Agent™ was a turning point, proof that modern marketing in real estate can be intelligent, emotional, and scalable all at once,” said Merie Yousef, Creative Director at FirstTeam®.
“This recognition from the MarCom Awards reaffirms that innovation doesn’t come from following trends; it comes from building trust, designing experiences, and uniting brand storytelling with measurable business growth.
I’m incredibly proud of what our team accomplished. We didn’t just tell stories, we architected a system of influence that amplifies the people who define this brand every day.
This is what the future of marketing looks like when strategy, design, and humanity move together.”
What’s Next
This win is not a finish line. It is a launchpad.
We will continue evolving Behind the Agent™ with fresh creative, new media channels, and expanded reach, all while staying true to the values that built this brand.
From performance media to experiential activations, our focus will remain on delivering meaningful value to our agents and the clients they serve.
Thank You
Thank you to our FirstTeam® Marketing team for your creativity, strategic thinking, and relentless drive to build something bigger than a campaign.
And to our agents, this brand is inspired by you, built for you, and powered by your success.
The Takeaway
This is what it looks like when brand and business move together.
At FirstTeam®, marketing is not just about visibility. It is about velocity. And this Gold award proves what is possible when purpose and performance are aligned.
We are honored by this recognition, and we are just getting started.
Learn More
Read the full press release on LuxuryRealEstate.com:
FirstTeam® Wins Gold: 2025 MarCom Award for Behind the Agent™ Campaign