DraftFCB is preparing to drop Draft from its name.
According to executives familiar with the agency, the Draft name is about to be jettisoned from the moniker of one of Interpublic's largest agency networks on the global level. It's unclear whether the shop will then be formally called FCB, Foote, Cone & Belding, or both. However, it's believed both monikers may end up on the new logo. Executive Chairman Howard Draft will remain with the agency in his current role.
DraftFCB in July filed a trademark for "FCB," and in November filed a trademark for "Foote, Cone & Belding."
Draft declined to comment other than a statement saying, "We have been looking at every part of our agency and agency brand in the last four months to see where we can further improve our offering for our clients, our teams and prospects. It is not appropriate at this time to talk about internal discussions."
Foote, Cone & Belding is a storied name. It was the creative agency predecessor to DraftFCB before it merged with marketing-services shop Draft in 2006 and Mr. Draft was named CEO. By Jan. 1, 2007, DraftFCB began operating under a common P&L. At the time, it was touted as a different kind of agency, one that has big ideas that "can be brought across all media, all channels, all distribution models," said Interpublic Chairman-CEO Michael Roth at the time of the merger.