Draftfcb Is Unveiling Its Rebranding

Emphasizes its positioning as an integrated shop

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.