FCB Adds a Relationship Group

1-2-1 Unit Will Build Its Own Client Roster
DETROIT–FCB Worldwide has established a separate group within its office that will be dedicated to relationship marketing and seek its own clients in addition to working on existing agency business.
The Southfield, Mich., agency, formerly Bozell, previously provided one-to-one marketing almost exclusively to DaimlerChrysler.
The group, christened FCB 1-2-1 Marketing, plans to grow current programs and develop new client relationships, said Bruce Clayton, who leads the unit.
The agency’s handling of DaimlerChrysler’s Jeep brand event marketing, brand licensing and owner loyalty led executives to consider expanding the client base, Clayton said. As FCB talked to other companies about partnerships with Jeep, some expressed interest in increasing their own one-to-one marketing initiatives.
FCB now has 10 employees dedicated to Jeep and Chrysler brand events. That number will increase as the group gains new clients, Clayton said.
The team has worked on Jeep worldwide licensing efforts for five years, including the identification and development of partnerships with prospective manufacturers and the creation and production of Jeep licensing product catalogs and advertising and merchandise catalogs, which are distributed to more than a million Jeep owners annually. –Tanya Irwin