Foote Cone & Belding

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2003 Rating: 2.5 stars

2002 Rating: 2 stars

On the basis of its strong work for Taco Bell, Interpublic Group of Cos.' Foote Cone & Belding Worldwide won Yum Brands sibling KFC-one of the bigger creative accounts, billing $200 million. Unfortunately, a claim that fried chicken can be a healthier food option prompted a tsunami of bad publicity, though it did boost sales.

Major FCB offices revamped management. A new team was installed in Southern California: Bill Cimino as executive creative director and Jon Tracosas as president. Dominic Whittles was named CEO of the San Francisco office and Chris Becker was named exec VP-chief creative officer in New York. FCB defended its global Samsung account, although the marketer could be looking for a shop on its cell phone business. FCB also got back into beverages with Coca-Cola Co.'s Diet Coke and Dannon water brands. Meanwhile, the agency waved goodbye to Cadbury Schweppes, the British Virgin Islands and part of its J.P. Morgan Chase & Co. business. In line with Interpublic's edict to shrink head count, FCB reduced its staff 10% this year to 1,600.


Watch to see how far Worldwide Creative Chief Jonathan Harries can push his "creative rumble" philosophy-using global FCB creative talent for new-business pitches. All eyes are waiting to see what FCB does next for KFC.

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