FCB WORLDWIDE

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FCB Worldwide grew fatter after parent True North Communications bulked it up with the reources of sibling agency Bozell Worldwide in September.

The realignment gave FCB $4.9 billion in billings based on contributions from the Detroit and Costa Mesa, Calif., offices, adding key clients DaimlerChrysler and Hilton Hotels.

Brendan Ryan, former chairman-CEO of the smaller FCB Worldwide, was named CEO of the combined agency; Leo-Arthur Kelmenson, formerly chairman of Bozell, became FCB chairman. In early 1999, Steve Humphrey was named chairman of FCB Direct Worldwide.

On its own, the agency added more then 30 new accounts, picking up $200 million in new billings from clients such as WebTV, Applebee's International and Maytag Corp.'s Hoover Co.

After the loss of Levi Strauss & Co.'s main jeans business in 1998 and a shift in personnel, the San Francisco office began to regroup under the direction of Worldwide Creative Director Geoff Thompson, who was named San Francisco CEO in January 1999. It strengthened its hold on the Amazon.com account with highly-praised holiday work.

The office can be a big winner or loser this uear, depending on how and whether Levi Strauss decides to realign its business.

Agency losses for '99 included Northwest Airlines, Keds, Payless Shoes, Universal Studios and Illinois Lottery.

LOOKING AHEAD

Direct marketing and interactive will continue to be a focus, as it continues to integrate its larger network.

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