|
Foote, Cone & Belding, aka FCB, is one of the largest global advertising agency networks.〔("Agency Report 2008," Advertising Age May 5, 2008 )〕 It is owned by Interpublic Group and was merged in 2006 with Draft Worldwide, adopting the name ''Draftfcb.'' In 2014 the company went back to its roots and rebranded itself as simply FCB.〔“DraftFCB Officially Changes Name to FCB,” Advertising Age 10 March 2014 http://adage.com/article/agency-news/draftfcb-officially-fcb/292070/ 〕 The Interpublic Group is one of the big four agency holdings conglomerates, the others being Publicis, WPP, and Omnicom. ==History== Founded as Lord and Thomas in Chicago in 1873, FCB is the world's third-oldest advertising agency. 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. As head of the Lord and Thomas agency, Lasker devised a copywriting technique that appealed directly to the psychology of the consumer. Women seldom smoked cigarettes; he told them if they smoked Lucky Strikes they could stay slender. Lasker's use of radio, particularly with his campaigns for Palmolive soap, Pepsodent toothpaste, Kotex feminine hygiene products, and Lucky Strike cigarettes, not only revolutionized the advertising industry but also significantly changed popular culture.〔Arthur W. Schultz, "Albert Lasker's Advertising Revolution," ''Chicago History,'' Nov 2002, Vol. 31#2 pp 36-53〕 In 1942, Lasker sold Lord and Thomas to its three top managers, Emerson H. Foote in New York, Fairfax Cone in Chicago, and Don Belding in California, who renamed it. In 2000, the agency reported billings of $9.5 billion and more than 190 offices serving clients in 102 countries. The direct marketing agency, Kobs & Brady, founded in 1978, was the precursor for Draft. Howard Draft was an account executive at the agency, which in 1986 was acquired by Ted Bates Worldwide. The agency was renamed Kobs & Draft when Draft became its Chairman and CEO in 1988. In 1995, the agency regained its independence in a management buyout and was renamed Draft Direct Worldwide. A year later, Draft Direct Worldwide was purchased by The Interpublic Group of Companies. Draft Direct Worldwide and Foote, Cone & Belding merged in June 2006, to form Draftfcb. Less than a year after the merger, in April 2007, Kmart switched its $740 million account from Grey New York to Draftfcb Chicago without a pitch.〔("Kmart Picks Draftfcb as Agency of Record," ''DIRECT'' 18 April 2007 )〕 Kmart's chief marketing officer, Bill Stewart, said: "Grey has been a good partner over the years, but we feel Draftfcb is uniquely qualified to assist our needs right now." Howard Draft, Draftfcb's chairman at the time, commented: "Our two organizations have a shared commitment to accountability and loyalty." In October 2008, ''Ad Age'' focused on the state of the agency two years after the merger, noting: "In truth, in the two years since the Chicago-rooted agencies Draft and Foote Cone & Belding merged, the agency has won more than 250 pieces of business around the globe including Kmart, Qwest and the U.S. Census Bureau."〔("DraftFCB, Two Years After the Merger," ''Advertising Age'' 13 October 2008 )〕 Other major, post-merger accounts have included MoneyGram International, DirecTV, Cox Communications, and Amtrak/Acela. On 10 March 2014, the agency was renamed as FCB. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「FCB (advertising agency)」の詳細全文を読む スポンサード リンク
|