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Draft dropped from DraftFCB name

FCB logoOne of the world’s most famous ad agency brands has re-emerged after the scrapping of the DraftFCB name in favour of Foote, Cone & Belding – or FCB for short.

The move, officially confirmed by the agency, ends months of speculation about the name-change and comes at a rocky period for the Interpublic Group-owned company in Asia Pacific. FCB closed its Hong Kong operation just a few months ago and its Melbourne office in 2012.

The name DraftFCB came about after the merger of direct marketing brand Draft with above-the-line advertising brand FCB seven years ago.

The announcement from the ad agency:

NEW YORK, MARCH 10, 2014  Six months after becoming Global CEO of Draftfcb, Carter Murray is changing the agency’s name to FCB (Foote, Cone & Belding).

“Two distinct brands, Draft and FCB, were merged together seven years ago,” said Murray. “The entities have united and now have one seamless offering. It’s time to simplify our brand name as well to reflect our focused identity and direction.”

Specifically, the global network will be called FCB (Foote, Cone & Belding), with an important local element celebrated market-by-market. Typically, 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. In some markets we 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.

Starting today, 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.

Importantly, Howard Draft remains executive chairman and key advisor to Murray. “Howard has been incredibly supportive of me and the direction we are taking the company,” said Murray. “All of the capabilities that made Draft such an industry leader remain essential to the future of FCB, including CRM, analytics, retail and activation. We will continue to invest in and deliver on all of these while ensuring a strong overall creative product.”

Added Murray: “I believe it’s a really great time for FCB. We have terrific talent and some early momentum. There’s a lot of potential here and I’m excited for our future.”

The new logo was designed by Lisbon-based FCB International chief creative officer Luis Silva Dias.

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