Agency FCB drops the Draft from its name seven years after the merger

DraftFCB has undergone a global rebranding, ditching the Draft in its title in favour of Foote, Cone & Belding, or FCB for short.

The name change comes at a rocky period for the Interpublic Group-owned company in Asia Pacific, with FCB in recent months closing its Hong Kong office, having shut its Melbourne office in 2012.

The name DraftFCB came about after the merger of direct marketing brand Draft with above-the-line advertising brand FCB.

FCB group CEO and Chairman of FCB Sydney Bryan Crawford told Mumbrella: “FCB is one of the oldest brands in existence in our business, it’s a long heritage. This signals the fact that seven years on from the merger with Draft we are one agency and reflecting that long-standing heritage the brand has, it makes sense at this time to simplify the brand.