School Reports 2011: DraftFCB

New management installed at DraftFCB in 2009 - the president Kate Howe, the executive creative director, Mark Fiddes, and the promoted global planning chief, Simon Calvert - spent much of 2010 embedding themselves into the fabric of the agency.

Recent DraftFCB work: Nivea
Recent DraftFCB work: Nivea

Score: 6

Agency fact file: DraftFCB
Type of agency Integrated
Company ownership Interpublic
Key personnel Kate Howe president
  Simon Calvert global chief planning officer
  Mark Fiddes executive creative director
  Mark Young chief operating and chief financial officer
The Nielsen Company billings 2010 £16m
The Nielsen Company billings 2009 £23m
Declared income n/s
Total accounts at year end 16
Accounts won 4 (biggest: Coca-Cola)
Accounts lost 0
Number of staff 120 (negligible change)

It didn't take long for the new team to pick up some momentum. In May, the agency secured the global health and eyecare specialist Bausch & Lomb's pan-European advertising account, adding the Taco Bell account in June and joining the Coca-Cola roster in August. DraftFCB's winning streak continued throughout the rest of year and, in November, it was appointed as the global agency on Nivea Beiersdorf's $700 million ad account.

Caroline Wilde's appointment as the retail planning director helped pull in additional retail marketing assignments from Kraft (Oreo) and the SC Johnson brands Glade and Duck. And a revamp of the healthcare division and the appointment of Jeff Daniels and Peter Hudspeth made DraftFCB Healthcare London the pan-European hub for the network.

To try to improve the agency's often workmanlike creative output, Fiddes began shaping his team, hiring Alistair Ross as the head of ideas from VCCP and creating a more fluid department. Campaigns for the Jamaica Tourist Board and Oreo suggest the creative product is slowly moving in the right direction.

The challenge for 2011, though, is to put DraftFCB back on the industry map: to remind the industry that it still exists, and why.

Score last year: 5

How DraftFCB rates itself: 7

"The year began with the Post Office reappointment. Bausch & Lomb, Taco Bell and Coca-Cola followed as new client wins, with further business from SC Johnson, and no client losses. Creative, Planning and Healthcare were enhanced with the new hires Alistair Ross, Caroline Wilde, and Jeff Daniels and Peter Hudspeth respectively. The final piece of good news was Nivea's decision to award us its entire $700 million global account. With this record of success, 2011 looks promising."

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