Seven years after Foote, Cone & Belding merged with Draft, the agency network is simplifying its name from DraftFCB to simply FCB.
“The entities have united and now have one seamless offering,” said Carter Murray, the company’s new CEO, in a release. “It’s time to simplify our brand name as well to reflect our focused identity and direction.”
Local offices will add their city name to their branding while specialized offices will similarly add their business niche to their name. So in Canada, the agency will be represented by FCB Toronto, FCB Montréal and FCB Health.
In a release, FCB Canada president Paul Mead said, “we’ve always had strong integrated offices in Toronto and Montreal, so this change articulates our Canadian offering extremely well, while strengthening our connection to the global network.”