NEWS: Foote Cone Belding creates radio spots poking fun at itself

Foote Cone Belding has taken the unprecedented step of running its own radio ads poking fun at its chequered past - and what it claims is the industry’s failure to recognise its revival.

Foote Cone Belding has taken the unprecedented step of running its own

radio ads poking fun at its chequered past - and what it claims is the

industry’s failure to recognise its revival.



Dominic Mills, Campaign’s editorial director; the headhunter, Canna

Kendall; the recording artist, Nick Angell; Roger Alexander, the

specialist media lawyer; and Maria Echevannier from L’Estaminet

restaurant, feature in a series of commercials breaking on London News

Radio this Thursday.



All the personalities take a good-natured swipe at FCB, which has been

on the receiving end of some wicked industry humour since its fall from

grace in the early 80s.



Once one of the UK’s most successful shops, with blue-chip names such as

British Airways and ICI on its client list, the agency was laid low in

the late 80s by the in-fighting of its senior management.



Since then, it has almost totally revamped its managerial frontline with

the appointment of Chris Rendel from Ogilvy and Mather as managing

director, and the arrival of O&M’s former joint creative directors, Alan

Midgley and John Bacon, to head the creative department.



The agency recently made a profit for the first time in five years and

has chalked up a number of new-business wins, including S. C. Johnson

and Molson beer.



One ad features a Campaign news meeting. A reporter says that the

magazine will have to feature FCB on its front page more often. ‘Don’t

be ridiculous,’ Mills protests. ‘Next thing you’ll be asking me to do a

commercial for them!’



Rendel said: ‘The commercials are just a bit of fun and it would be

pompous to suggest otherwise. We thought it a good idea to get across to

the ad ‘village’ and a few knowing clients that we are cutting it

creatively.’



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