FCB Tries Out Plan for Greater TN Integration

In an effort to better leverage links between sister True North Communications companies, an executive from Don Coleman Advertising is spending two days each week at FCB’s offices here.
The idea is to have the two TN shops work with each other from the beginning of projects, including new business pitches, when appropriate, FCB president Brian Williams said.
TN chairman and chief executive officer David Bell has stressed the need for collaboration within the network, and while Williams described the setup with Coleman as “TN endorsed,” it’s not being tried anywhere else. “We’re the petri dish,” he said.
The effort is being coordinated by Dana Anderson, who was named managing director of FCB last week, reporting to Williams.
The plan is to get the various disciplines and TN divisions involved up front, Williams said. Otherwise, the sister companies “feel they’re just executional fodder,” Anderson said. Other TN entities are expected to be approached with a similar proposal, with public relations arm BSMG one logical partner.
Sterling Green, an executive vice president and director of strategic initiative at Don Coleman, Detroit, is the go-between with FCB.
As managing director, Anderson will oversee daily operations at the shop, new business and the building of proprietary tools and systems.
Williams will handle strategic direction and financial operations and also oversee account management.
Anderson joined FCB in 1997 as director of account planning, introducing planning to the agency and building a staff of 35. Prior to that, she spent six years at J. Walter Thompson in Chicago, ending up as a group management director on Kraft. K