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 6th Aug 2015: It was also another good week for FCB, with two significant wins. FCB South Africa was awarded local and global duties for South Africa Tourism, taking over that account for struggling WPP unit Ireland Davenport, which has now lost its three biggest accounts in the space of three weeks. Meanwhile FCB Chicago will take over creative for US lender Lincoln Financial Group from B2B agency Gyro.

Adbrands Weekly Update 30th Jul 2015: Ads Of The Week: "Dog". There are so many ways you could illustrate the idea of a customer "being taken advantage of", but few would have been as memorable, as amusing and also faintly disturbing as this... Funny spot from FCB South Africa for local mobile operator Cell C. The Behind The Scenes film is also very entertaining - see it over on our Facebook page.

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. 

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