FCB NAMES PRESIDENT FOR INTERNATIONAL OPERATIONS

Rafael de Guzman Promoted to New Role as Regional Positions Cut

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NEW YORK (AdAge.com) -- FCB Worldwide parted ways with two of three regional international executives and elevated the third, Rafael de Guzman, to the newly created role of president, FCB International.
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Those changes -- the first large-scale move made by FCB Worldwide President-CEO Steve Blamer since he started in June -- are part of a reorganization of the network's international offices.

London, Miami, Hong Kong
The Interpublic Group of Cos. agency is eliminating senior jobs in London, Miami and Hong Kong that were mostly administrative and coordination roles and reinvesting those executive salaries into hiring new employees.

“When I looked at the global clients we have, and the global clients we want to have, doing this made sense,” Mr. Blamer said. He estimates the amount saved as “millions” of dollars and said about 25 new staff will join. None of FCB’s 110 worldwide offices will close, Mr. Blamer said. Current international clients include Beiersdorf, Kraft Foods, Motorola and S.C. Johnson.

Leaving FCB are Ben Barnes, CEO of Asia, Pacific and Africa; and Scott Hollingsworth, CEO of Europe and the Middle East.

'Centers of excellence'
Mr. de Guzman, most recently president-CEO of Foote Cone & Belding Latin America, in his new job will oversee all international operations as well as offices in 12 countries that FCB calls “centers of excellence.” These are existing FCB offices in Brazil, Mexico, Puerto Rico, U.K., France, Austria, Germany, India, China, Southeast Asia, South Africa and the Middle East.

A new management board, comprised of a representative from each of those 12 offices, as well as three regional financial directors, will report to Mr. de Guzman. Board members will also help coordinate global and regional clients and pitch new ones.

”There will be a shift in jobs from a regional perspective to a country perspective,” said Mr. de Guzman, who started his career at FCB in Puerto Rico in 1969 but has worked at on agency and client side over the past 20 years. He rejoined FCB in 2002 after several years at Motorola in Latin America and also at Nike.

Client's perspective
“I look at this from a client’s perspective. One of the things that would frustrate the hell out of you is to have an idea that needed to be developed and it’s never developed with the degree of excellence you are looking for. Rewards will be linked to results and to reinforce desired behavior, like collaboration.”

The dozen centers of excellence were selected on the basis of client location; strength of an agency's integrated, multi-disciplinary offering; strong local market status and creative performance; and management ability.

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