FCB Global Asks, ‘What Behavior Do You Want to Change?’

By Patrick Coffee 

FCB held a global meeting in Chicago this week, and its theme involved changing behaviors.

We don’t have much in the way of details regarding the event itself, but the agency did produce a Bosco page full of GIFs from the meeting.

Looks like everyone had a good time and drank a few Michelob Ultras:

FCB gif

Here’s another group shot:

FCB gif 2

The meeting wasn’t all about beer and camaraderie, though: it looks to be the start of a strategic repositioning effort for the agency.

The larger FCB organization — specifically its Chicago office — has witnessed several changes in recent months/years: FCB/West CCO Eric Springer left the agency in September to land at Ignited, and some major accounts changed hands.

MillerCoors went to WPP back in 2012, and last week KFC surprised many by leaving the agency for Wieden+Kennedy after more than a decade. FCB posted some wins as well, scoring Ghirardelli and Choose Chicago in April 2014, Nestle in October and Michelob Ultra less than one week ago.

Sources tell us that some major accounts will soon come up for review and, lest we forget, it was only last March that FCB dropped the “draft” from its name to become Foote, Cone & Belding.

Should be interesting to see where the agency goes from here.