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This may be the most public course correction in modern agency branding: Draftfcb, formed by the combination of two Interpublic shops in 2006, is unveiling its new identity as FCB (Foote, Cone & Belding). It’s an unexpected reversal from when direct marketer Draft effectively took over FCB in a shift touted as a new behavioral-driven model supplanting the influence of one of the industry’s storied ad agencies.
The change has been rumored since the September arrival of Draftfcb’s new global CEO Carter Murray, who said that after eight years the merged entity, with its single P&L, needs one brand positioning.