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. The appointment of a new management team has resulted in an improvement in fortune since 2013.

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 11th Jun 2015: FCB CEO Carter Murray has scored something of a creative coup, poaching Susan Credle, currently chief creative officer of Leo Burnett USA to become FCB's global CCO from January 2016. That promises to give a significant boost to FCB's creative output. Unlike Burnett, FCB is, let us say, not generally noted for its creative work. In the Big Won's ranking of creative award winners in 2014, FCB was ranked #14 out of the 14 major ad networks. Burnett was #4. Credle will depart Burnett in July and take six months off before joining FCB at the beginning of 2016. At that point current CCO Jonathan Harries will move up to group chairman.

Adbrands Weekly Update 4th June 2015: Ads of the Week "Doll". You can tell we're getting near to the Cannes Lions Festival when marketing case studies keep popping up everywhere. FCB Brasil is hoping to get two in a row for Nivea (they won the Grand Prix for mobile last year) with its latest clever idea, a doll that gets sunburn if it doesn't have regular applications of Nivea suncream. This latest idea is arguably even cleverer than the same team's mobile-trackable kids' wristband last year, so FCB probably has a strong chance of collecting some metal at the end of the month.

Adbrands Weekly Update 4th June 2015: Ads of the Week "Piggy Sue". We try not to feature the same network more than once here, but it's not often we get two strong offerings from FCB in the same week. Here's an adorable spot for Vodafone New Zealand from the local outpost of FCB - it's one of the few markets where a non-WPP agency has the business. The ad has not a lot to do with Vodafone mobile, other than in a merely functional sense, but anyone who has a soft spot for pigs (while they're still moving around as opposed to in bacon or sausage form) will be completely bowled over. 

Adbrands Weekly Update 2nd April 2015: This week's new business Gold Star goes to FCB for two significant gains. Its FCB Garfinkel outpost in New York was awarded the $100m creative account for VoIP service provider Vonage, worth around $100m in billings, while FCB Chicago won a position on the prized Bud Light account to handle a project for Bud Light Lime. FCB got itself onto the Anheuser-Busch roster a few months ago with duties for Michelob. 

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....  

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Who are the competitors of FCB? see ranking of Leading Agency Brands Worldwide

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