FCB selects London for new-media expansion

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.

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

communications offerings.



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

website design.



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

wish.



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.



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