Draftfcb

Draftfcb' is a network of total agencies of publicity, property of Interpublic Group and born in 2006 of the fusion of FCB (Foot Cone and Belding) and of Draft.

History

FCB

Founded in Chicago in 1873, FCB was the third older advertizing agency in the world. The agency had as a name Lord & Thomas until 1942, when Albert Lasker, one of the founders of modern publicity, sold the company to its three leaders, Emerson Foote in New York, Fairfax Cone in Chicago and Don Belding in California. In 2000, FCB carried out a sales turnover of 9,5 billion dollars with more than 190 offices in more than 102 countries.

Draft

Draft started as an agency of direct marketing called Kobs & Brady in 1978. Howard Draft was one of the business managers there. In 1986, Kobs & Brady were bought by Ted Bates Worldwide. The agency was famous Kobs & Draft when H. Draft became Chairman and the CEO of the company. In 1995, the taken again agency its independence following a repurchase by its management and was called Draft Direct Worldwide. One year later, the agency was repurchased by the network Interpublic Group off Companies.

Fusion

The two agencies announced their fusion in June 2006. Draftfcb is today the first integrated world network acting with only one operating statement for the whole of the trades related to the communication. In October 2006, a few months after having announced fusion, Draftfcb was indicated by Wal-Mart as its agency of reference for a budget estimated at 580 million dollars per annum. A few weeks after, following the reference of the communications director and the marketing of Wal-Mart, Draftfcb lost the account. The loss of this budget was one difficult moment for the agency in fusion. The specialized magazine Advertizing Age had named FCB arranges year in 1986 and 1988, and envisaged to allot this distinction in 2006 to Draftfcb, but reconsidered this choice after the loss of the Wal-Mart account.

In France

In France agencies Draft and FCB amalgamated since December 2006. Draftfcb is one of the first ten groups of publicity in France. It is chaired in France by Bruno Walther, which recruited the ex-carry-word of the Greens, Stephan Pocrain, in March 2006. In June 2007, Draftfcb received the Grand Prix Strategy of publicity.

Sources

Campaign Magazine , April 26th, 2007

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