In an effort to generate the firepower to lure major new clients and better service existing ones

In an effort to generate the firepower to lure major new clients and better service existing ones, FCB Worldwide is reorganizing its four Southern California offices into a single entity with combined billings of $450 million.
Dubbed FCB Southern California, it will have two locations, both in office space new to the agency. One will combine the three Orange County operations–Costa Mesa, Santa Ana and Newport Beach–into a warehouse-type facility. The other is FCB’s Los Angeles office, which will remain open but move to a new spot in the city.
No layoffs are anticipated.
The move follows the realignment last year of several of True North Communications’ Bozell Worldwide offices under the FCB banner.
Jim Harrington, formerly evp, general manager of the $150 million Costa Mesa office, assumes the presidency of FCB Southern California. Scott Montgomery, formerly evp, creative director, takes the creative reins as evp, executive creative director.
“[Harrington] turned what was Bozell, Costa Mesa, into a real gem,” said CEO Brendan Ryan.
Thom Miller will continue to head up the Los Angeles office, with its $150 in billings, as evp, general manager. Howard Casavant was named evp, senior group creative director.
In addition to the Costa Mesa staffers, the new Orange County facility will absorb the $160 million Taco Bell field marketing office (formerly located in Santa Ana, it was folded into Costa Mesa in December), and McElroy:FCB, the Newport Beach youth marketing agency, with $20 million in billings.
Further acquisitions could be in the cards, Ryan said.
“Anybody who says they can stand pat is a bubblehead,” he said. “Our growth strategy is to get critical mass and dramatically enhance our offerings in digital, database and direct marketing and to offer them seamlessly with traditional advertising.”