FCB (advertising agency)

Last updated
FCB
Company typeSubsidiary
Industry Advertising
GenreAdvertising agency
Founded1873 (1873) (as Lord & Thomas)
Headquarters
New York City, New York, United States
Number of locations
90 countries
Area served
Worldwide
Key people
Susan Credle [1]
Global Chairperson & Global Chief Creative Officer
Tyler Turnbull [1]
Global CEO
ServicesMarketing communications
Number of employees
8,653
Parent Interpublic Group of Companies
Website www.fcb.com

Foote, Cone & Belding (FCB) is one of the largest global advertising agency networks. [2] It is owned by Interpublic Group and was merged in 2006 with Draft Worldwide, adopting the name Draftfcb. In 2014 the company rebranded itself as FCB. [3]

Contents

Parent Interpublic Group is one of the big four agency holding conglomerates, the others being Publicis, WPP, and Omnicom.

History

Founded by Daniel Lord and Ambrose Thomas as Lord & Thomas in Chicago in 1873, FCB is the third-oldest advertising agency in the U.S. still operating today. Albert Lasker began work for the firm as a clerk in 1898, working his way up until he purchased it in 1912. Chicago and New York were centers of the nation's advertising industry at the time, and Lasker, known as the "father of modern advertising," made Chicago his base from 1898 to 1942. When the agency acquired the Sunkist Growers, Incorporated account, the citrus industry was in a slump with an excess of produce. Lasker helped increase the consumption of oranges by creating a new market with his "Drink an orange" ads. [4] Lasker's use of radio, particularly with his campaigns for Palmolive soap, Pepsodent toothpaste, Kotex feminine hygiene products, and Lucky Strike cigarettes, not only revolutionized the advertising industry but also significantly changed popular culture. [5] [4]

In 1942, Lasker sold Lord & Thomas to its three top managers, Emerson H. Foote in New York City, Fairfax Cone in Chicago, and Don Belding in California; they renamed it Foote Cone & Belding. [6] [4]

In 1963, Foote, Cone & Belding began to offer stock and went public. [7] FCB began to expand in Europe that year.

In the 1970s and '80s major clients included Mazda, RJR Nabisco, AT&T, Coors Brewing Company, Payless ShoeSource and Mattel. In the 1980s, the agency began an international expansion.

In December 1994, FCB created a new holding company, True North Communications, to become a major multinational player. [8]

In 2000, it had more than 190 offices serving clients in 102 countries.[ citation needed ]

In 2001, ad network Interpublic Group acquired True North Communications. [8]

Draft Direct Worldwide and FCB merged in June 2006, to form Draftfcb. Less than a year after the merger, in April 2007, Kmart switched its $740 million account from Grey New York to Draftfcb Chicago without a pitch. [9]

On 10 March 2014, the agency was renamed as FCB, six months after the appointment of worldwide CEO Carter Murray. [10]

In 2016, Susan Credle joined the agency as Global Chief Creative Officer. [11]

In 2019, Ad Age named FCB to its 2019 A-List and FCB/SIX earns Data/Analytics Agency of the Year. [12]

Campaigns and awards

The agency and its work have been recognized at a number of award competitions—Cannes, The One Show , and industry competitions Echoes, El Ojo, Effies, and Caples—as well as agency-of-the-year honors for its New Zealand, [13] Indonesia, [14] and Durban [15] São Paulo, Mexico City and Kuwait offices. Its Canada office has won digital agency-of-the-year in four consecutive years starting in 2016. [16] [17]

2008-2010

2011-2013

2014-2016

2017-2020

FCB received The One Club award in 2017 and 2018 from The One Club. [53]

2021-2025

Bully Hunters

FCB Media initiated a marketing campaign called Bully Hunters which consisted of a livestream event held in mid-April 2018 which aimed to combat misogynist harassment in video games by deploying "bully hunters" to kill abusive opponents in the game Counter-Strike: Global Offensive . The livestream itself consisted of pre-recorded footage of faked harassment as acted out by associates of FCB Media.

Claimed sponsors of the event included SteelSeries, Vertagear, CyberPowerPC, the Diverse Gaming Coalition, and the National Organization for Women.

SteelSeries considered the campaign to be damaging to their brand and misrepresented the level of SteelSeries involvement. [58] The company released a statement stating that the way Bully Hunters represented the gaming community was wrong and disingenuous, adding stating that SteelSeries was not involved in the management of the event and did not pay FCB Media to produce it. [59] A CyberPowerPC representative stated "What they told us was completely [different?] than the way they executed it" and that they felt misled. [60]

Brandon Cooke, FCB's global chief communications officer, told Polygon "As this effort did not live up to our high standards, we decided to end this program, but hope the conversation it has raised around ending harassment in gaming continues". [61]

By the end of the campaign all claimed sponsors had withdrawn their support. [62] [63]

Related Research Articles

Fairfax Mastick Cone or Fax Cone, was an American businessperson, advertising executive and the former director of the American Association of Advertising Agencies.

<span class="mw-page-title-main">Albert Lasker</span> American businessman (1880–1952)

Albert Davis Lasker was an American businessman who played a major role in shaping modern advertising. He was raised in Galveston, Texas, where his father was the president of several banks. Moving to Chicago, he became a partner in the advertising firm of Lord & Thomas. He created and produced many successful ad campaigns. He made new use of radio, changing popular culture and appealing to consumers' psychology. A Republican, he designed new ways to advertise election campaigns, especially the Warren Harding campaign of 1920, and became a philanthropist.

<span class="mw-page-title-main">The Interpublic Group of Companies</span> American advertising company

The Interpublic Group of Companies, Inc. (IPG) is an American publicly traded advertising company. The company consists of five major networks: FCB, IPG Mediabrands, McCann Worldgroup, MullenLowe Group and Marketing Specialists, as well as several independent specialty agencies in the areas of public relations, sports marketing, talent representation and healthcare. It is one of the "Big Four" agency companies, alongside WPP, Publicis, and Omnicom. Phillippe Krakowsky became the company's CEO on January 1, 2021.

The Cannes Lions International Festival of Creativity is a global event for those working in creative communications, advertising, and related fields. It is considered the largest gathering of the advertising and creative communications industry.

Grey Group is a global advertising and marketing agency with headquarters in New York City, and 432 offices in 96 countries, operating in 154 cities. It is organized into four geographical units: North America; Europe, Middle East and Africa, Asia-Pacific, and Latin America.

<span class="mw-page-title-main">TM Advertising</span> Advertising agency

TM Advertising was an independent brand creative agency in Dallas, Texas. It closed down in 2019 after 85 years in business.

Shirley Polykoff was a pioneering woman in American advertising, rising from an entry-level copywriter to a senior executive. Her "Does She... Or Doesn't She?" branding slogan accompanied by "Hair Color So Natural Only Her Hairdresser Knows For Sure" tagline developed in 1956 for Clairol dramatically increased sales, changed cultural norms, and earned her a place in the Advertising Hall of Fame.

Deutsch NY, formerly Deutsch Inc. is an American ad agency headquartered in New York City. The agency was founded by David Deutsch in 1969 as David Deutsch Associates, Inc. In 1989, the company name changed to Deutsch Inc. when Deutsch's son, Donny Deutsch, took over the agency.

Laurence Boschetto is Senior Advisor to the Interpublic Group. He used to be the CEO and President of Draftfcb, a global advertising agency network. He assumed this role in February, 2009, after serving as the president and chief operating officer of Draftfcb since June, 2006.

Jonathan Harries was chairman emeritus and executive advisor, global creative of FCB, one of the world's largest global advertising agency networks with more than 8,000 employees across 80 countries.

Lee Garfinkel is an American businessperson in the field of advertising. He was most recently the CEO of FCB Garfinkel, the New York office of FCB.

Mountain is a 2003 television and cinema advertisement launched by Sony Corporation to promote the PlayStation 2 video game console. The budget for production and advertising space purchases for the 60-second piece amounted to £5m across all markets. The commercial depicts a Brazilian crowd congregating to form a mountain of human bodies, all competing to reach the top of the pile. The campaign surrounding Mountain was handled by advertising agency TBWA London. The commercial was directed by Frank Budgen. Production was contracted to Gorgeous Enterprises, with post-production by The Mill. Mountain premiered in 30 countries on 13 November 2003.

<span class="mw-page-title-main">Brand New School</span>

Brand New School is a creative design and production studio specializing in commercials, interactive media, branding consultation and design, and music videos. The company was founded by Jonathan Notaro and has offices in New York City and Los Angeles. The studio has created content for many global brands, including Coca-Cola, Apple Inc., Google, Nike, Gillette, Ford, BBC, and Starbucks, among others. The company has been recognized by AICP, Art Directors Club, D&AD, Cannes Lions, and AIGA.

Allan "Jo" Johnston is an Australian advertising creative executive and copywriter who was successful as a jingle writer, particularly in the 1970s and 1980s. He was born in Adelaide, Australia. Together with his long-time business partner Alan Morris, he formed the Australian advertising agency Mojo which enjoyed much Australian and some international success in the 1980s and whose name survived until 2016 as Publicis Mojo, the Australian subsidiary of the French multinational advertising and communications company holding Publicis Groupe.

Maxus was a global media agency, with services including communications strategy, media planning and buying, digital marketing, search engine marketing (SEM) through search advertising and search engine optimisation (SEO), direct response media, data analytics, and marketing ROI evaluation. In December 2011, Maxus became Campaign magazine's Global Media Network of the Year.

Cheil Worldwide Inc. (Korean: 제일기획) is a marketing company under the Samsung Group that offers advertising, public relations, shopper marketing, sports marketing, digital marketing, etc. It was established in 1973 with headquarters in Seoul, South Korea.

Carter Murray is an investor and public speaker and formerly chief executive officer of FCB, one of the world’s largest global advertising agency networks. On March 6, 2013, holding company parent Interpublic Group (IPG) announced that Murray would become CEO of Draftfcb. Murray officially joined the agency in his new role on Sept. 9, 2013. Based in New York, he oversees the agency’s 120 offices in 80 countries. Previously, Murray served as president and CEO of Young & Rubicam’s (Y&R) North American operations. He also served as a member of the Global Y&R Executive Committee.

Geoffrey Handley is an entrepreneur, technology pioneer, and investor. He is a General Partner at the investment firm Haitao Capital and serves as an advisor and board member to several portfolio companies. Handley is most well known as co-founder of the mobile agency, The Hyperfactory founded with his brother Derek Handley in 2001 and as a Sinologist and author.

Dario Straschnoy is a communications executive in Argentina, Chairman of Untold and CEO of The Juju. He is recognized for his work as President and partner of Young & Rubicam's Argentine office.

<span class="mw-page-title-main">Gigil</span> Philippine advertising agency

Gigil is a Philippine advertising agency based in Bonifacio Global City in Taguig, Philippines.

References

  1. 1 2 "Susan Credle and Tyler Turnbull promoted to Lead FCB Global".
  2. ↑ "Agency Report 2008," Advertising Age May 5, 2008
  3. ↑ "DraftFCB Officially Changes Name to FCB," Advertising Age 10 March 2014 http://adage.com/article/agency-news/draftfcb-officially-fcb/292070/
  4. 1 2 3 "The Most Interesting Adman in the World: The Story of Albert Lasker". Under the Influence. CBC Radio. Retrieved 27 November 2019.
  5. ↑ Arthur W. Schultz, "Albert Lasker's Advertising Revolution," Chicago History, Nov 2002, Vol. 31#2 pp 36-53
  6. ↑ "Lord & Thomas". AdAge Encyclopedia of Advertising. 15 September 2003. Retrieved 2018-07-02.
  7. ↑ "Foote, Cone Advertising Agency Sells 500,000 Shares to Public; Officers Sell Shares". The New York Times. 1963-09-11. ISSN   0362-4331 . Retrieved 2024-01-30.
  8. 1 2 "Interpublic to Acquire True North". adage.com. 2001-03-19. Retrieved 2019-01-04.
  9. ↑ "Kmart Picks Draftfcb as Agency of Record," DIRECT 18 April 2007
  10. ↑ Morrison, Maureen (10 March 2014). "DraftFCB Officially Changes Name to FCB". AdAge Encyclopedia or Advertising. Retrieved 2018-07-02.
  11. ↑ Tadena, Nathalie (9 June 2015). "FCB Names Susan Credle as Global Chief Creative Officer". Wall Street Journal.
  12. ↑ "Ad Age 2019 A-List No. 7: FCB". 15 April 2019.
  13. ↑ "DraftFCB wins Agency of the Year," Scoop 18 April 2008
  14. ↑ Campaign Brief February 2008
  15. ↑ "FCB Durban named 'Agency of the Year'," Biz Community 11 May 2007
  16. ↑ Jennifer Horn (2019-10-31). "Rethink is the 2019 Agency of the Year". strategy. Retrieved 2019-12-19.
  17. ↑ Josh Kolm (2019-11-05). "2019 Agency of the Year: Digital". strategy. Retrieved 2019-12-19.
  18. ↑ Nielsen Wire 3 July 2008
  19. ↑ "The Greatest Video Game Ad of the Year," Time.com 28 August 2008
  20. ↑ ""The Advertising Research Foundation Announces 2011 ARF David Ogilvy Awards Winners" 23 March 2011". Archived from the original on 30 September 2011. Retrieved 12 July 2011.
  21. ↑ "" Draftfcb Year 2010 in Review", "Draftfcb.com" 27 April 2011" (PDF). Archived from the original (PDF) on 23 July 2011. Retrieved 27 April 2011.
  22. ↑ ""CREAM 2010 Winners Announced As Draftfcb And Carat Top The Tables!" ADOIMagazine.com". Archived from the original on 2011-10-01. Retrieved 2011-07-12.
  23. ↑ ""CAANZ Awards 2011 Media Awards Winners" 6 February 2011". Archived from the original on 6 October 2011. Retrieved 12 July 2011.
  24. ↑ "DDB wins 2011 NZ Agency of the Year" 17 March 2011
  25. ↑ ""2011 Winners Announced for MI6 Game Marketing Awards!," MI6 Game Marketing 7 April 2011". Archived from the original on 23 July 2011. Retrieved 12 July 2011.
  26. ↑ Macleod, Duncan (20 June 2012). "Cannes Outdoor Lions 2012". The Inspiration Room. Retrieved 27 June 2013.
  27. ↑ "2012 David Ogilvy Awards". The Advertising Research Federation. Archived from the original on 25 May 2013. Retrieved 27 June 2013.
  28. ↑ Elliot, Stuart (24 September 2013). "For Oreo Campaign Finale, a Twist on Collaboration". The New York Times . Retrieved 27 June 2013.
  29. ↑ "New Zealand's 'driving dogs' pass their test". Australia Network News. 11 December 2012. Retrieved 27 June 2013.
  30. ↑ Nudd, Tim (22 October 2012). "Ad of the Day: Kmart". Adweek . Retrieved 27 June 2013.
  31. ↑ Hsu, Tiffany (3 July 2012). "Taco Bell helicopters 10,000 tacos to Bethel, Alaska after hoax". Los Angeles Times . Archived from the original on December 11, 2012. Retrieved 27 June 2013.
  32. ↑ "Mannyawards.com 29 April 2011". Archived from the original on 14 July 2011. Retrieved 12 July 2011.
  33. ↑ "2013 Manny Awards Winners". Med Ad News Manny Awards. Archived from the original on 15 August 2013. Retrieved 27 June 2013.
  34. ↑ "Oreo Daily Twist". Facebook. Retrieved 27 June 2013.
  35. ↑ "One Show 2013 Winners". The Inspiration Room. 13 May 2013. Retrieved 27 June 2013.
  36. ↑ Haynes, Megan (23 May 2013). "Draftfcb and PFLAG take a Gold Effie". Strategy Online. Retrieved 27 June 2013.
  37. ↑ SPIRIVA "Elephant" Campaign, Effie.org
  38. ↑ "Duly Noted: DePaul arena gains more critics, and what is the Notre Dame smell?". Chicago Business Journal. 24 June 2013. Retrieved 27 June 2013.
  39. ↑ Adweek Staff (16 May 2013). "Mayo Draftfcb Wins Project Isaac Gravity Award". Adweek. Retrieved 27 June 2013.
  40. ↑ "Cannes Lions Archive-The Works," Cannes Lions Archive http://www.canneslionsarchive.com/the-work/
  41. ↑ "Design Experiential Marketing-Bronze Winner," LIA http://2014.liaentries.com/winners/?id_medium=1&id_submedium=44&id_category=0&view=details&range=w&page=33&keyword=&medium=&category=&award=&country=&title_brand=&credits=&company_name=&city=&proceed_simple_search=false&proceed_advanced_search=false
  42. ↑ "En El Ojo Innovacion, Brasil fue lider," El Ojo de Iberoamerica http://www.elojodeiberoamerica.com/en-el-ojo-innovacion-brasil-fue-lider/
  43. ↑ "Awards-celebrating the finest creative work in the world-Protection Ad," D and AD http://www.dandad.org/awards/professional/2015/direct/24627/protection-ad/
  44. ↑ "International ANDY Awards 2015 Winners," Coloribus http://www.coloribus.com/festivals-awards/andy-awards/festival-path-26855/
  45. ↑ "Protection Ad," ADC Global http://adcglobal.org/awards/winners/adc-94th-annual-awards-winners-night-two/protection-ad/
  46. ↑ Creative Circle Press Release. 18 March 2015. Circle Awards 2015 Press Release.pdf [ permanent dead link ]
  47. ↑ "British Arrows Finalists Announced". Source E Creative. 19 February 2015
  48. ↑ "The Work".
  49. ↑ "Awards-celebrating the finest creative work in the world-This Girl Can," D and AD http://www.dandad.org/awards/professional/2015/white-pencil-creativity-for-good/24194/this-girl-can/
  50. ↑ "2015 Effie Awards-North America Winners," Effie 4 June 2015 http://current.effie.org/downloads/2015_NAEffies_Winners.pdf
  51. ↑ "This top global CEO posts on Instagram up to six times a day – here's why," Business Insider 27 March 2015 http://www.businessinsider.com/carter-murray-fcb-inferno-instagram-2015-3
  52. ↑ "See All the Cannes Lions Grand Prix Winners". 20 June 2016.
  53. ↑ "The ADC Annual Awards is the oldest continuously running industry award show in the world." "FCB".
  54. ↑ "FCB West".
  55. ↑ "2023 Kyoto Global Design Awards - Visual category Winner". October 1, 2023. 2023 Kyoto Global Design Awards - Visual category Winner
  56. ↑ "New York Festivals Global Awards Announces 2018 Awards". November 16, 2018.
  57. ↑ "McEnroe vs. McEnroe". KYOTO GLOBAL DESIGN AWARDS. Retrieved 2023-10-01.
  58. ↑ "Richard Lewis on Twitter". Twitter. Retrieved 2018-07-02.
  59. ↑ "Our Statement on BullyHunters". www.facebook.com. Retrieved 2018-07-02.
  60. ↑ "Twitch". Twitch. Retrieved 2018-07-02.
  61. ↑ "Bully Hunters organizers shut down campaign after disastrous first stream". Polygon. Retrieved 2018-07-02.
  62. ↑ "Vertagear". www.facebook.com. Retrieved 2018-07-02.
  63. ↑ "Diverse Gaming Coalition". www.facebook.com. Retrieved 2018-07-02.

Further reading

This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.