FCB Sets Plan Board

FCB Worldwide has formed a Global Planning Board for its office here in an effort to get top agency executives in front of clients.

The board will include Michael Vogel, president and CEO of FCB in Southfield, Mich., along with the office’s creative director, planning director, brand account director, brand account planner and research director. All will be involved in reviewing and offering direct input on strategies for all clients.

“Having the senior-most managers touch all client business exemplifies the approach we take toward building brands and developing relationships with consumers around the world,” Vogel said. “In other words, we use our heads to get to their hearts.”

The team will work with clients and the agency’s brand teams in establishing planning guidelines and reviewing planning decisions. While the board will be involved in all the agency’s work, the senior-level expertise will be especially valuable during product launches and expansion initiatives, Vogel said.

The emphasis on more seamlessly melding strategic planning, creative development and account management will ensure “our client partners get the highest level of cross-disciplinary expertise possible,” he said.

The board’s structure will be customized to match specific agency clients and will be headed by the appropriate planning director. The group will meet regularly with creative and account directors to ensure consistency across the planning and creative processes, Vogel said.

The agency’s largest client is DaimlerChrysler. Other clients include Coleman Outdoors, Consumers Energy, Valassis/FSI and Arvin-Meritor.

While the approach at this point is unique to Detroit, it could be modified and implemented at other FCB offices depending on its success.