FCB Foote Cone & Belding

Selected FCB advertising

The FCB name was reintroduced in 2014 for the network previously known as Draftfcb. That business had been created in 2006 from the merger by Interpublic of two of its existing subsidiaries: direct marketing specialist Draft Worldwide and famed creative advertising network Foote Cone & Belding. Under both its names, the resulting business is a fully integrated worldwide marketing services giant offering a broad range of disciplines from traditional creative to direct, digital and sales promotion. Draft had for several years been one of Interpublic's most consistently profitable brands, and the merger was designed to provide added strength to FCB which, while a strong performer in the US, remained weak outside its home market. The combined business got off to a terrible start when it was fired from the Wal-Mart account at the end of 2006 after just three months. Despite that shaky debut, Draftfcb evolved into what was said to be one of Interpublic's more profitable subsidiaries by the end of the decade. More recently, however, the loss of SC Johnson and other major accounts in 2011 and 2012 made something of a dent in performance. However the appointment of a new management team has resulted in a tentative improvement in fortune.

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 17th Jul 2014: Ads of the Week: "Just Don't Bore Them". A complete change of direction for Levi's, which has dumped the rather arch and arty stance it's maintained in recent years in favour of a more inclusive, less elitist positioning. The debut brand campaign from FCB San Francisco is actually pretty good. It probably won't collect any awards for classic advertising, but it might just persuade you to buy a pair, which is probably more than any of Levi's other recent advertising can claim....  

Adbrands Weekly Update 10th Jul 2014: FCB CEO Carter Murray continued his rolling transformation of the creaky old Draftfcb structure, with the elimination of the network's struggling outpost in Australia. Instead, the group has set up a non-equity affiliate arrnagement with independent agency AJF Partnership, which will provide local representation for FCB's global clients, such as Nivea and Lindt. A small number of senior FCB managers will transfer to AJF's Sydney office.

Adbrands Weekly Update 26th Jun 2014: Perhaps the week's most significant account assignment was the appointment of FCB Inferno in London as the new local agency for BMW, ending WCRS's 35-year relationship with the carmaker. That was sad news for WCRS and its partner agencies within Engine Group, but a triumph for FCB, whose UK outpost has been reborn following years of decline as a result of its merger with integrated shop Inferno. 

Adbrands Weekly Update 19th June 2014: FCB made a rare but welcome appearance on the Cannes Lions winners podium, awarded the Grand Prix in the Mobile category. For cornerstone client Nivea, the local office of FCB developed a clever press insert carrying a tear-out wrist band, to prevent kids from wandering off on the beach. Trackable by mobile app, the band issued an alert as soon as junior strayed too far away, and also offered a directional radar. Pure genius.

Adbrands Weekly Update 13th Mar 2014: Interpublic confirmed the previously rumoured rebranding of its Draftfcb network under its old name of FCB, or Foote Cone & Belding. "We had two very iconic names with different heritages, different pasts," said CEO Carter Murray, now six months into his stewardship of the agency. "It didn't fully reflect our integrated nature." As a result the network has returned to its storied post-war name, once one of the most famous in the US ad industry. Most of the agency's local offices will adopt the uniform FCB name, but a few choice outposts, such as the one in New York, will add the name of its creative chief above the door. As a result, Draftfcb New York becomes FCB Garfinkel after its celebrated creative chief Lee Garfinkel. "When I say I'm putting creativity into the centre of this company, I'm not messing around," added Murray. The London outpost rebrands as FCB Inferno, after the newly acquired indie whose management team now run the merged company.

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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. 

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FCB Inferno UK FCB Brazil
FCB Canada FCB Australia

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