Rivet Rebrands as FCB/SIX, Expands to Montreal

By Erik Oster 

Following last week’s changes to the Toronto-based agency’s leadership team, Rivet is rebranding as FCB/SIX and will be expanding with a second office in Montreal.

“To best reflect its iconic and creative FCB heritage, Rivet is rebranding as FCB/SIX and being transformed into a unique and leading Canadian-based data-first creative group,” said FCB Canada CEO Tim Bowen. “FCB/SIX will augment the existing roster of FCB companies in Canada and beyond by providing specialized, highly effective data, technology and 1:1 creative ideas that drive ROI for a wide range of clients.”

Andrea Cook, who was named president of Rivet back in January, will continue to serve as president of FCB/SIX. Rachelle Claveau will continue to lead FCB Montreal as president, with FCB/SIX operating independently, with separate structures, clients, locations and teams. 


“Importantly, the name change better represents the agency’s approach to mashing data and technology to deliver creative ideas that execute at the individual level and generate exceptional, behaviour-changing work for clients at scale,” said Cook. 

Following Cook’s arrival in January, the agency brought on 22 new hires in anticipation of the impending rebrand and expansion, hires which the agency says “ have been fostered by growth, culture shift and the evolution of the team under Cook’s new vision.” Filling out the leadership team at FCB/SIX are the recent arrivals of executive creative director Ian Mackenzie, senior vice president, strategy Kim Farwell and vice president of data and technology Jacob Ciesielski.