FCB Global

FCB Global: Overview

FCB Global is one of the world's oldest and most established advertising agency networks, tracing its roots back to 1873 when Daniel Lord founded an office in Chicago to sell advertising space. As the third-oldest advertising agency still operating in the United States and the oldest creative agency brand in the world, FCB has evolved from its origins as Lord & Thomas into a global powerhouse that combines creativity with business strategy.

The agency gained prominence under Albert Lasker, known as the "father of modern advertising," who transformed the firm between 1898 and 1942. Lasker's groundbreaking work included rebranding the California Fruit Growers Exchange as "Sunkist" in 1916 and developing orange juice as a new product category—fundamentally reshaping consumer behavior and establishing new standards for modern marketing. In 1942, the company was sold to three top managers who renamed it Foote, Cone & Belding, and the agency continued to expand globally.

FCB operates on a core belief that creativity is the most powerful economic multiplier in the world. The agency's approach centers on their "Never Finished" spirit—constantly seeking to be curious, learn, and evolve to meet the opportunities of today. With teams around the world, FCB helps partners accelerate their brands, source new opportunities, and transform their marketing and technology offerings to win in competitive markets.

Recent accolades demonstrate FCB's creative excellence: the network ranked #3 at Cannes Lions 2025, was named Network of the Year at The One Show 2025 for the second consecutive year, and was recognized as one of Fast Company's Most Innovative Companies of 2025—one of just 15 companies turning ads and marketing into cultural moments.

What Services Does FCB Global Provide?

FCB Global offers comprehensive marketing and creative services designed to help brands grow, win, and thrive:

Creative & Advertising

• Advertising campaign development
• Branding and brand strategy
• Creative effectiveness measurement
• Integrated production

Strategic Services

• Strategic planning
• Growth consulting
• Communications strategy

Digital & Technology

• Digital marketing
• Social media strategy and management
• Commerce and e-commerce solutions
• Data & analytics
• 1:1/CRM solutions

Specialized Services

• Design
• Influencer marketing
• Media planning and buying
• Retail & activation
• Experiential marketing and sponsorships
• Health & wellness marketing

What Industries Does FCB Global Serve?

FCB Global works across a diverse range of industries with specialized expertise:

Consumer Goods & Retail

• Food and beverage
• Consumer packaged goods
• Personal care products
• Retail brands

Entertainment & Media

• Entertainment companies
• Media and content production
• Sports and sponsorships

Healthcare & Wellness

• Health and wellness brands
• Pharmaceutical companies
• Medical devices

Technology & Telecommunications

• Technology platforms
• Telecommunications providers

Financial Services

• Banking institutions
• Financial services companies

Transportation & Travel

• Transportation services
• Travel and tourism

The agency has developed particular strength in consumer-facing brands, with notable work spanning from major beverage companies to healthcare products, demonstrating versatility across both B2C and B2B marketing challenges.

What Brands Has FCB Global Helped?

FCB Global serves a prestigious roster of clients across multiple regions and office locations:

Food & Beverage

• Budweiser
• Pringles
• AB InBev

Consumer Packaged Goods

• The Clorox Company
• Kimberly-Clark
• Andrex
• Dramamine

Fashion & Apparel

• Levi's

Technology & Entertainment

• Spotify
• Rakish Entertainment

Telecommunications

• One NZ

Healthcare & Non-Profit

• SickKids Foundation

Transportation

• Indian Railways

Notable Campaign Highlights:

• "First Delivery" (Budweiser): FCB New York's 2025 Super Bowl commercial featuring a Clydesdale foal making its first beer delivery. Named "Most Inspiring Ad of 2025" by TIME Magazine, it received a 4.5-star rating from System1 and was elevated from regional to national broadcast due to overwhelming audience response.
• "The Billboard Is Yours to Take" (Budweiser): An experiential out-of-home campaign that won two D&AD Wooden Pencil awards in 2023. The campaign drove Budweiser's social views up 1,300% while social conversation and impressions in the U.K. grew 102% and 125% respectively.
• "Spreadbeats" (Spotify): A creative campaign from FCB New York that spoke to media planners in their own language—through spreadsheets.
• "The Last Barf Bag" (Dramamine): FCB Chicago reinforced brand superiority by honoring the competition in an innovative approach.
• "Get Comfortable" (Andrex): FCB London encouraged the nation to flush their inhibitions away with this culturally resonant campaign.
• "Caption with Intention" (Rakish Entertainment): FCB Chicago established a new standard in captioning technology.

Key Differentiators

• Historic Legacy: Founded in 1873, FCB is the third-oldest advertising agency still operating in the U.S. and the oldest creative agency brand globally
• Global Scale with Local Expertise: 120 offices across 80+ countries with 8,000+ employees, operating on a "local-up, not global-down" approach
• Award-Winning Creativity: Ranked #3 at Cannes Lions 2025, Network of the Year at The One Show 2025 (second consecutive year), and named one of Fast Company's Most Innovative Companies of 2025
• "Never Finished" Philosophy: A culture built on curiosity, continuous learning, and evolution that attracts and retains top creative talent
• Creativity as Economic Multiplier: Core belief that creativity drives exponential brand growth, backed by proven results across major global campaigns
• Full-Service Capabilities: Integrated offering spanning advertising, digital, social, influencer, media, data, commerce, and specialized services under one network
• Part of Interpublic Group: Access to additional resources and expertise as part of IPG's global network

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