Daniel Lord opens office in Chicago as a broker selling advertising space.1881
Ambrose Thomas joins Lord, forming Lord & Thomas. These two soon gave birth to the craft of advertising as we know it today. An 1894 L&T ad read, “Advertisements judiciously written, illustrated and placed at the publisher’s lowest rates.”1898
Albert Lasker, later called by many the “Father of Modern Advertising,” joins agency. Arrives on scene as a $10-a-week, 18-year-old office boy who would go on to own the company by the age of 30. Lasker would dominate advertising as no person ever had, molding the buying habits of future generations as mass production changed the way we live.1906
L&T is largest advertising agency in America, with 685 accounts and an annual income of $4MM. With the arrival of John E. Kennedy, a former Royal Canadian Mountie whose “salesmanship in print” concept would set fire to the business world, and Claude Hopkins, “the greatest copywriter who ever lived,” L&T would break new ground in all forms of marketing. Together they created the innovations of test markets, coupons, strategy statements and market research. The art of copywriting itself, including the earliest slogans and jingles, was born when L&T established the training of copywriters.1909
L&T opens New York office.1916
L&T opens Los Angeles office.1924
L&T opens San Francisco office. At this time, Lasker extended the “salesmanship in print” formula to the airwaves, and the first broadcast commercial as we know it today was born in our halls.1928
L&T opens first international offices in Toronto and London. Offices are later established in Paris, Milan, Brussels, Berlin, Stockholm and Amsterdam.1942
Albert Lasker retires from advertising, turning over the agency to his three top managers: Emerson Foote in New York, Fairfax Cone in Chicago and Don Belding in Los Angeles. He retires the Lord & Thomas name as well. He had built L&T into the largest and most influential agency in the world.1943
Lord & Thomas is reborn as Foote, Cone & Belding, which opens its doors with $22.5MM in billings. Foote served as President, Cone as Chairman of the Executive Committee and Belding as Chairman of the Board. Fairfax Cone emerged to lead the Company for over 30 years.1958
FCB passes the $100MM mark in billings. Four breakthrough campaigns from FCB for new clients captivated the nation as it approached this milestone:
- "Aren't you glad you use Dial? Don't you wish everybody did?" made the first deodorant soap a market leader by 1961
- "Does she or doesn't she?… Only her hairdresser knows for sure" from the pen of copywriter Shirley Polykoff, legitimized hair color for Clairol and built a new industry
- "RAID kills bugs dead" began the longest running TV campaign in history and helped maintain SC Johnson's category dominance to this day
Foote, Cone & Belding becomes first major agency to go public. In 1963, FCB stunned the investment world by becoming a public company, the first major ad agency to take this step and offer stock. FCB’s office list grew in Europe as the world became smaller.
- FCB's "Up, up and away with TWA" theme was hummed throughout the land
- Contac capsule "600 tiny time pills…" pitch became joke material for Johnny Carson and propelled the product to become the world’s largest selling cold medicine in two years
- And Zenith’s "The quality goes in before the name goes on" introduced an eager public to color TV
FCB listed on the New York Stock Exchange.1968
FCB surpasses $250MM in annual billings. From 1963 to 1968, we nearly doubled billings, and opened 10 new international offices.1980
FCB passes the billion-dollar mark in billings. The ‘70s and ‘80s saw the beginning of productive partnerships with Mazda, RJR Nabisco, AT&T, Coors Brewing Company, Payless ShoeSource, Mattel and many more. The California Dancing Raisins became one of the most beloved pop icons ever to tan in the California sun. History was again made in FCB halls with:
- "Mazda goes hmmmm"
- "Good Vibrations" for Sunkist
- Leslie Nielsen introducing Coors Light as "The Official Beer of the ‘90s"
- A series of breakthrough campaigns for Levi’s®
A new world headquarters opened in Chicago.1987
FCB is named "Agency of the Year" by Advertising Age.1988
- During the '80s the network expanded to nearly 200 offices in 60 countries around the globe. FCB became a major presence in New York with the addition of Leber Katz Partners and its blue-chip list of clients.
- Howard Draft is named Chairman & CEO of direct marketing agency Kobs & Draft.
FCB named "Agency of the Year" by Adweek magazine, reflecting both its continuing creative excellence and aggressive new business performance.1992
FCB acquires Mojo Pacific network to become one of the largest agency groups in the Pacific. Agency billings top $6 billion. Mojo was one of the largest agency groups in Australia and New Zealand.1993
FCB celebrated its 120th Anniversary. FCB/Leber Katz NY became the lead agency for AT&T, a client since 1972, winning its consumer long-distance advertising – one of the biggest account wins in U.S. advertising history.1994
- FCB surpassed $3 billion in total U.S. billings. Operations on both East and West Coasts topped $1 billion for the first time.
- Adweek named 5 FCB commercials to its "Best Spots of 1994" – the best performance of any agency for the third year in a row.
- FCB forms True North Communications, Inc., a new corporate banner.
- FCB enters China via acquisition.
- Kobs & Draft is renamed Draft Direct Worldwide and is bought by IPG the following year.
FCB forms new European FCB Network, uniting FCB and Wilkens offices. Acquires Ulka, the fifth largest agency in India. Agency billings now total $5.6 billion.1999
FCB acquires Hacker Group, a highly profitable direct marketing agency in Seattle. FCB merges with Bozell, with Detroit, Costa Mesa and international offices. FCB's rankings in the US and globally improve, returning FCB to the top tier of agency networks (in US from #4 to #1, globally from #13 to #5).2000
FCB announces formation of a new global brand, FCBi, combining direct and digital operations linked to a new database capability. FCB also launches ANALYTICi, its new database capability.2001
- June: True North is acquired by the Interpublic Group of Companies, making Interpublic the #1 ranked communications holding company. Interpublic reorganizes and announces the formation of the FCB Group.
- September: Jonathan Harries named Chairman of FCB Chicago and FCB’s Worldwide Creative Director.
PROMO Magazine names Draft the #1 promotions agency in the U.S.2006
- January: FCB comprises of 7,000 people and has 194 offices in 110 countries.
- June: IPG announces merger of FCB with Draft, forming the Draftfcb Group. FCB wins a Grand Prix at Cannes Lions for its LEGO campaign.
- In continuing to become one company, Draftfcb combines offices around the world.
- Draftfcb is awarded the 2007 Direct Marketing Educational Foundation’s Corporate Leadership Award.
- Draftfcb named to Ad Age's prestigious A-List for first time.
- Draftfcb Healthcare was named "Agency of the Year" by Medical Advertising News.
- Draftfcb named global AOR for Beiersdorf’s entire portfolio.
- Draftfcb is again named to Advertising Age’s annual "A-List."
- Draftfcb is ranked #1 on the PROMO 100 for the fifth straight year.
- Draftfcb Healthcare named “Most Creative Agency” by MedAdNews/Manny Awards for the third consecutive year.
- June: Draftfcb wins 36 Lions at Cannes, including a Grand Prix.
- September: Carter Murray joins as worldwide CEO.
- January: For the 4th consecutive year, Draftfcb Health is named the "Most Creative Agency" at the Manny Awards.
- February: Draftfcb brings global Levi’s account back into the fold.
- March: We become FCB - Foote, Cone & Belding, with an identity that celebrates our creative heritage, our knowledge of local culture and the power we have to drive our clients' businesses.