“Two distinct brands, Draft and FCB, were merged together seven years ago to have one seamless offering. It’s time to simplify our brand’s name as well, to reflect our focused identity and direction,” says global CEO of Draftfcb, Carter Murray, six months after being appointed to this position. In fact, the global network will be called FCB (Foote, Cone and Belding), with an important local element celebrated market-by-market, for each office will add the city in which they operate, for instance, FCB Shanghai, FCB Paris or FCB Chicago, using a diagonal line through the B and the first letter of the local moniker.
“Starting March 10, 2014, offices will introduce the new brand name with a colorful logo design. It loosely depicts the colors of country flags from around the world, incorporating their local attributes while embodying the strength of our global network,” says Murray explaining that the agency in some markets will add the name of an acquired company such as in London, where the office will be FCB Inferno, due to the local equity and relevance of the acquired company. In instances where there is an agency with specific expertise, it will take on that name, as with FCB Health. And, in rare cases, the name of a highly respected creative leader will be used to further enhance the office’s delivery and reputation. That is the situation in New York, where the agency is being renamed FCB Garfinkel.
