FCB

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CTAs

Overview:

At FCB they believe that changing attitudes can be helpful, but changing behavior is what they are paid to do and has to be the end goal. They believe asking what appears to be a simple question makes a remarkable difference. So, what behavior do you want to change? FCB is a global, fully integrated marketing communications agency with a unique and percipient understanding of local cultures that allows each individual agency to tap into the local pulse. They have over 8,000 professionals in 109 operations in 80 countries, and a culture that goes back to 1873. They are part of the Interpublic Group of companies, a publicly traded global marketing communications services company.

Longcopy

History

History:

Founded as Lord & Thomas in Chicago in 1873, FCB is the third-oldest advertising agency in the U.S that's still around today. Albert Lasker, a founding figure of modern advertising, went to work for the firm as a clerk in 1898, working his way up until he purchased it in 1912. Chicago, along with New York, was the center of the nation's advertising industry, and Lasker, known as the "father of modern advertising", made Chicago his base from 1898-1942.

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, who renamed it

Foote, Cone & Belding became the first major agency to go public. In 1963, the agency began to offer stock and went public. FCB began to expand in Europe that year.

Later in the 80’s, FCB expanded to nearly 200 offices around the globe. In 2000, the agency had more than 190 offices serving clients in 102 countries.

Draft Direct Worldwide and Foote, Cone & Belding merged in June 2006, to form Draftfcb. On 10 March 2014, the agency was renamed as FCB, six months after the appointment of worldwide CEO Carter Murray.

Project Approach

Project Approach:

Bedrock

It begins with a belief—every successful brand has a purpose. Find it. Know it. Live it. Find it by interrogating the past. Know it by understanding the present. Live it by anticipating the future. When a brand’s roots are strong, when they touch bedrock, there is no reason to fear the winds of change.

Create Behavior

Yes, get people’s attention. Yes, make them think, feel, emote. And then move them to do something. To act, to change, to go from here to there. Open the door to your brand and welcome the world in. Give them cause to wonder, and give them a reason to come back. That’s the circle of brand life. Done well, it’s a circle without end.

Brave Together

The success of any one of us is the success of all of us. It is important to create relationships, spaces and situations where FCB can make brave choices, their partners can make brave decisions, and together can make brave, Never Finished work.