The Sad But Predictable Demise Of FCB

The Sad But Predictable Demise Of FCB
SHARE
THIS



Struggling FCB has been put to sleep in Australia as the agency signs an ‘affiliation’ deal with local independent, AJF Partnership.

The announcement that the decades-old FCB brand will be folded in AFJ Sydney from August 4 has saddened former chief executive Colin Wilson-Brown. But Wilson-Brown, who was CEO until 2001 and is now principal of The Clinic, was not surprised by the news.

“They’ve struggled to win business and keep their head above water for the last decade really and I think loosing major clients like SC Johnson in Sydney and then Honda in Melbourne was inevitably going to lead to them deciding there was no point being here any longer, which is sad really.

“But if you could predict an old established agency name that was going to disappear from the market FCB would have been at the top of most people’s list.

“Big agencies that don’t have a clear personality and position and lots of international business aren’t going to survive in this market are they?”

Digby Richards, managing director of AJF Partnership Sydney, told B&T that five senior staff will be moving from FCB to AJF. The new staff will swell AJF Sydney’s workforce to just under 30.

Richards would not comment on how many FCB redundancies are to follow in the wake of the affiliation.

He also refrained from naming the FCB clients that are set to move to AJF but FCB’s website lists a number of clients including Oreo, Nivea, Lindt, Nivea Men and Wattyl Paint.

Richards said the move was consistent with FCB’s international strategy with the firm having chased affiliation agreements in other markets.

He described AJF’s partnership with FCB as a “non-equity affiliation” and said there would be no on-going relationship beyond AJF tapping into the FCB network from an intelligence point of view.

“There are no plans in that regard, it is just a commercial arrangement to help them in Australia,” Richards told B&T.

“Their approach is to get the best people in the market to help service their multi-national clients and luckily they chose us.”

Richards said he was excited to welcome the clients and five staff who are coming across, describing them as “grownups, not kids”.

“They have a similar culture to us which is business orientated, creative solutions. It’s not just about wacky ads, it is about helping clients grow their businesses.”

FCB has struggled in Australia, with the agency closing its Melbourne office in 2012 following the loss of Honda.

It is difficult to pinpoint exactly how long FCB has been in Australia, according to Wilson-Brown who sold Magnus Nankervis & Curl to FCB in 1993. Wilson-Brown believes FCB has been in the market from around the mid-70s “in one guise or another”.

FCB became DraftFCB in when it merged with Draft in 2006 but Draft was shaved off the agency’s name in March this year.

For more see AJF Partnership’s statement announcing the affiliation deal here.

Please login with linkedin to comment

Festival GoPro

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]