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Firstborn Hires Droga5’s Ulrika Karlberg as Creative Director

New York based digital design and technology company, Firstborn, recently tapped Ulrika Karlberg as Creative Director. Her responsibilities include overseeing the creative concept team to help Pepsi refine its digital presence and drive customer engagement across its product portfolio.

Karlberg will be the primary lead on creative strategy for new client Pepsi. At the end of 2016, Firstborn was awarded digital AOR duties for the brand. Previous experience included Droga5 where she worked as a creative on UNIQLO and the NBTY brands Nature’s Bounty and Osteo Bi-Flex.

Karlberg began her advertising career in Sweden, where she worked at Forsman & Bodenfors, working on clients including Coop supermarkets, Preem petroleum and Mondelez’s Marabou. Her work has earned both a Grand Prix and Gold at Cannes Lions, and has been honored internationally by award shows including D&AD, the ANDY awards, the One Show and Eurobest.