News Byte: Foote, Cone & Belding Is Reborn

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It must be the Mad Men craze. Snug suits, skinny ties, and now this, an agency reclaiming its pre-Digital Era nameplate complete with founders' names set off by punctuation and spaces. Today, Draftfcb re-becomes Foote, Cone & Belding.

“Two distinct brands, Draft and FCB, were merged together seven years ago,” said CEO Carter Murray in a statement announcing the change. “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.” Murray joined Draftfcb six months ago from Young & Rubicam, where he was president and CEO for North America.

The agency will formally be known as FCB (Foote, Cone & Belding). For regional branch agency names, such as FCB Shanghai or FCB Chicago, the new multicolored logo's B and the first letter of the town will have diagonal slashes cut out of them to unify them.

Murray was careful to point out that while the Draft name is gone from the door, the Draft legacy remains intact. Howard Draft remains executive chairman and, noted 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.”

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