FCB has picked London as the building site for a group of companies
that are designed to turn the network into a major player in new-media
expertise across Europe.
The move is in response to what network chiefs say is a growing demand
from international clients such as Compaq for fully integrated
FCB bosses in Chicago have signed off funds for an acquisition programme
to extend its resource in the UK beyond traditional advertising and into
the areas of customer relationship marketing, direct marketing and
Meanwhile, the Banks Hoggins O’Shea/FCB group is aiming to broaden the
knowledge of its senior executives so that the total communications
programme of one client is handled by one account director and planner.
Clients will also be able to cherry-pick particular services if they
The initiative will be launched around three new group brands - FCBi,
Analytici and iCRM.
FCBi will house the group’s database capability and will spearhead its
move into the rapidly evolving interactive direct marketing area. It
hopes to announce the acquisition of a DM company specialising in
digital communications within the next two weeks.
FCB has had a less than happy experience with DM since launching a
specialist division in January 1998 and it has never replicated the
network’s successful DM operation in the US. John Banks, the Banks
Hoggins group chairman, said: ’It never really got off the ground
because it lacked the resource we now have.’
Analytici was born out of the group’s acquisition of Data Answers two
months ago and will work alongside FCBi, using a series of software
programmes to develop customised communications.
iCRM is a proprietary interactive process providing clients with rapid
feedback from DM initiatives.
Ken Hoggins and Chris O’Shea, the Banks Hoggins creative partners, will
be responsible for maintaining creative standards across the extended
group. Banks and Barry Neeves, the group finance director, will handle
acquisitions and the structure of the group as it evolves.