NEWPORT BEACH, CA USA – Leading independent real estate brokerage FirstTeam® is thrilled to announce that it was named a Gold Award winner in the 2025 MarCom Awards. The company received this honor in the Strategic Communications category for its innovative Behind the Agent™ integrated marketing campaign. The company also received an Honorable Mention in the same category for its Powerful Women: Redefining Real Estate campaign.
Earlier this year, FirstTeam® built out its Behind the Agent™ philosophy into a cohesive marketing ecosystem that features integrated advertising and marketing campaigns, inclusive of digital, creative, social, and experiential elements. The brand’s takeover of John Wayne Airport (featuring OOH advertising and CTV advertising), luxury partnerships, and agent-led influencer storytelling are all built around one idea: agents as the heroes of the story.
“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.”
MarCom Awards recognizes outstanding achievement by creative professionals involved in the concept, direction, design, and production of marketing and communication materials and programs. Entries come from corporate marketing and communication departments, advertising agencies, public relations firms, design shops, production companies, and freelancers. Judges are industry professionals who look for companies and individuals whose talent exceeds a high standard of excellence and whose work serves as a benchmark for the industry. There were over 6,000 entries from throughout the United States, Canada, and 41 other countries in 2025.
“Our agents are at the heart of everything that we do, and we are thrilled that our vision and hard work have been recognized by the MarCom Awards,” said Michele Harrington, CEO of FirstTeam®
About FirstTeam®FirstTeam® is a premier real estate brokerage and founding member of Leading Real Estate Companies of the World® (LeadingRE), boasting a near 50-year legacy of excellence & market leadership. Our Behind the Agent™ philosophy empowers agents with advanced marketing strategy, technology, and comprehensive support to deliver exceptional client service and achieve unprecedented career success. Since 1976, FirstTeam® has earned the trust of more than 250,000 home buyers and sellers, solidifying its reputation as one of the largest independent brokerages. To learn more, visit: FirstTeam.com.