FCB Canada regained its old name during 2014 after eight years under the Draftfcb banner. It is one of Canada's biggest integrated agencies, with offices in Toronto and Montreal. Perhaps unexpectedly, performance has been very strong in recent years: in 2018 it was Canada's most awarded agency for the second consecutive year, largely as a result of a multi-award-winning campaigns for the Canadian Down Syndrome Society, PFLAG and other charitable associations. It also houses a local outpost of FCB Health as well as sister agency Fuel advertising, which tends to specialise in retail accounts. Paul Mead retired as group CEO in 2014; Tyler Turnbull is now CEO for FCB North America, with Bryan Kane as president, FCB Canada. Jeff Hilts and Nancy Crimi-Lamanna are co-chief creative officers. A data and CRM unit, originally branded as Rivet, still operates in Canada alongside the main FCB outpost, now under the name FCB/Six. Other outposts of what was once a global Rivet network have been shuttered. Fuel Content is the agency's inhouse production business. Another unit, Segal Licensing, represents licensing and merchandising rights for major entertainment and consumer brands. See also the Adbrands profile of the main FCB Worldwide network.
Capsule checked 30th November 2020
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Adbrands Daily Update 20th Jun 2019: Interpublic's Grand Prix haul continued on Day 3 of Cannes with two top prizes to FCB, adding to the three already collected by McCann and Momentum. FCB New York collected the Grand Prix for Direct with its cheeky "Whopper Detour" mobile campaign for Burger King. The agency created a GPS map of all arch-rival McDonald's 14,000 outlets in the US. When users of the Burger King app passed within 600 feet of one of those branches, they were sent a direct message offering a BK Whopper instead for just one cent, with directions to the nearest outlet. Meanwhile, FCB/Six Toronto collected the Creative Data strategy Grand Prix for "Go Back to Africa", for travel company Black & Abroad, which specialises in holidays for African-American customers. The agency monitored social media for anyone posting the hate message "go back to Africa", and then responded with a barrage of beautiful images from all 54 African nations. "It hijacks real hate as it happens in real time and then hyper-targets it with art from African countries," said the judges. "In this digital age we see a lot of negative fake news, but [this campaign] tackled this issue in a bold, impactful way and changed the message."
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