Draftfcb Worldwide, New York 
- 100 West 33rd Street
- New York, New York 10001-2900
- United States
- Phone: 212 885-3000
- Fax: 212 885-3300
- Country Phone Code: 1
- Website: www.draftfcb.com
- Email: newbusiness@draftfcb.com
Draftfcb Social Marketing Reaps Rewards For Operation Khanyisa
May 22, 2013
Operation Khanyisa, a national partnership initiative aiming to mobilise all sectors of South African society to stand for legal, safe and efficient power use, and stop electricity theft, is reaping awards worldwide with the assistance of Draftfcb Social Marketing.
On the back of winning Best Poster Presentation at the Global Social Marketing Conference in Canada earlier this month, the team at Draftfcb Social Marketing responsible for rolling out the campaign was informed that the work had been selected for the World Economic Forum/Cannes ‘Creative for Good’ website launching at the Cannes Film Festival in June.
The formal letter of notification from the coordinators of the project stated: "Our International Advisory Committee reviewed over 100 submissions from around the world and felt that yours was an excellent case study for others to learn about social issue campaigns."
Draftfcb Social Marketing managing director, Pat Govender, praised his team saying the hard work in breaking new ground in the communications and marketing industry is paying off as the team is changing behaviours, and leading the world in this exciting field of communication.
Launched in October 2010, the ongoing Operation Khanyisa campaign has achieved high levels of awareness and mobilised South Africans with a constant flow of information via radio, print, online and outdoor advertising, as well as community outreach and education programmes.
The initiative’s practical success can be most easily measured by the number of tip-offs received about electricity theft. To date, over 6 700 tip-offs have been received, showing that South Africans are heeding to call to unite against the serious crime of electricity theft.
http://www.operationkhanyisa.co.za
http://www.weforum.org/best-practices/creative-good/what-creative-good
About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com.
On the back of winning Best Poster Presentation at the Global Social Marketing Conference in Canada earlier this month, the team at Draftfcb Social Marketing responsible for rolling out the campaign was informed that the work had been selected for the World Economic Forum/Cannes ‘Creative for Good’ website launching at the Cannes Film Festival in June.
The formal letter of notification from the coordinators of the project stated: "Our International Advisory Committee reviewed over 100 submissions from around the world and felt that yours was an excellent case study for others to learn about social issue campaigns."
Draftfcb Social Marketing managing director, Pat Govender, praised his team saying the hard work in breaking new ground in the communications and marketing industry is paying off as the team is changing behaviours, and leading the world in this exciting field of communication.
Launched in October 2010, the ongoing Operation Khanyisa campaign has achieved high levels of awareness and mobilised South Africans with a constant flow of information via radio, print, online and outdoor advertising, as well as community outreach and education programmes.
The initiative’s practical success can be most easily measured by the number of tip-offs received about electricity theft. To date, over 6 700 tip-offs have been received, showing that South Africans are heeding to call to unite against the serious crime of electricity theft.
http://www.operationkhanyisa.co.za
http://www.weforum.org/best-practices/creative-good/what-creative-good
About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com.
Draftfcb Scores Big at the 2013 North American Effie AwardsNetwork Snares Five Awards; Three for Oreo Daily Twist
May 22, 2013
Earning creative awards and accolades for campaigns matters. Winning Effie Awards that recognize great creative campaigns that deliver for clients really matters.
At the 45th Annual North American Effie Awards Gala held last night at Cipriani in Manhattan, Draftfcb took two golds, two silvers and one bronze for five campaigns created by agencies in New York and Toronto. Oreo's industry-applauded "Daily Twist" campaign that captured trending news stories through the lens of the world's favorite cookie for 100 consecutive days won three of the five awards.
Campaigns for PFLAG (Toronto) and SPIRIVA (Draftfcb Healthcare, New York) took the other two.
"Being recognized for killer creative work that delivers in spades for brands is the ultimate prize," said Debra Coughlin, Draftfcb global chief marketing officer. "The Effie Awards prove the return-on-investment clients gain by committing to great ideas that resonate with consumers. Effective creative campaigns are certainly the measure of success."
The winning campaigns include:
• Gold award: Toronto, Canada for PFLAG "Stories to Inspire Change" (LGBT Community)
• Gold award: New York for OREO "Daily Twist" (Snacks/Desserts/Confections)
• Silver award: New York for OREO "Daily Twist" (Small Budgets - Products)
• Silver award: Draftfcb Healthcare for SPIRIVA "Elephant" (Consumer DTC)
• Bronze award: New York for OREO "Daily Twist" (Brand Experience)
With more than 40 national and regional programs worldwide, the Effie Awards recognize the most effective marketing communications ideas globally. Founded in 1968 by the American Marketing Association, New York Chapter, its mission is to educate and share its definition of effectiveness by spotlighting great ideas and encouraging thoughtful dialogue about the ever-changing world of marketing communications. Here's a complete list of winners.
In April, Draftfcb Chicago won a Silver Shopper Marketing Effie at the Path to Purchase Institute's 2013 Shopper Marketing Summit for its MilkPEP "Latte Love" campaign.
About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The Draftfcb network spans 151 offices in 90 countries and employs nearly 8,600 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com
At the 45th Annual North American Effie Awards Gala held last night at Cipriani in Manhattan, Draftfcb took two golds, two silvers and one bronze for five campaigns created by agencies in New York and Toronto. Oreo's industry-applauded "Daily Twist" campaign that captured trending news stories through the lens of the world's favorite cookie for 100 consecutive days won three of the five awards.
Campaigns for PFLAG (Toronto) and SPIRIVA (Draftfcb Healthcare, New York) took the other two.
"Being recognized for killer creative work that delivers in spades for brands is the ultimate prize," said Debra Coughlin, Draftfcb global chief marketing officer. "The Effie Awards prove the return-on-investment clients gain by committing to great ideas that resonate with consumers. Effective creative campaigns are certainly the measure of success."
The winning campaigns include:
• Gold award: Toronto, Canada for PFLAG "Stories to Inspire Change" (LGBT Community)
• Gold award: New York for OREO "Daily Twist" (Snacks/Desserts/Confections)
• Silver award: New York for OREO "Daily Twist" (Small Budgets - Products)
• Silver award: Draftfcb Healthcare for SPIRIVA "Elephant" (Consumer DTC)
• Bronze award: New York for OREO "Daily Twist" (Brand Experience)
With more than 40 national and regional programs worldwide, the Effie Awards recognize the most effective marketing communications ideas globally. Founded in 1968 by the American Marketing Association, New York Chapter, its mission is to educate and share its definition of effectiveness by spotlighting great ideas and encouraging thoughtful dialogue about the ever-changing world of marketing communications. Here's a complete list of winners.
In April, Draftfcb Chicago won a Silver Shopper Marketing Effie at the Path to Purchase Institute's 2013 Shopper Marketing Summit for its MilkPEP "Latte Love" campaign.
About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The Draftfcb network spans 151 offices in 90 countries and employs nearly 8,600 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com
New Leaders Aim to Revamp Offering in Southern California
May 21, 2013
Coinciding with a changing of the guard at Draftfcb Orange County and the opening of a new office in Los Angeles’ culturally rich Venice neighborhood, a new local management team aims to boost the agency’s West Coast presence and performance for current and prospective clients.
Rahul Roy, a longtime EVP and group management director at Draftfcb Chicago with legacy ties to client Yum! Brands (both on Taco Bell and KFC), is taking on added responsibilities as managing director of the Southern California agency. He will partner with Eric Springer, who was hired as chief creative officer at Draftfcb Orange County in Dec. 2012, to revamp and renew the agency. A key member of their leadership team is Michael Bryce, Springer’s former creative partner at Deutsch L.A. where the two worked on the phenomenally successful “Darth Vader” spot for Volkswagen. Bryce joined Draftfcb in Jan. 2013 as executive creative director.
Together their aim is to house the best and brightest talent in the new Zen-like offices located at 200 Mildred Avenue in Los Angeles. Equipped with an artists’ bullpen, a stocked bar and dining lounge, the new space marks Draftfcb’s entrée to the heart of the advertising community in Southern California. “Knowing that a lot of great talent lives and thrives in Los Angeles, we wanted to expand our presence there,” said Roy. “The heart of our agency will now be in L.A. It’s appropriate. It's where the ad community lives; so should we," added Springer
Among the new staffers currently calling the new L.A. space home is Chris Rodriguez, a top-tier art director who has contributed to multiple award-winning campaigns including Allstate’s “Mayhem.” He jumped at the chance to work for Springer and Bryce, driving across the country from his previous post at Leo Burnett in Chicago to begin his new post as a senior art director last month. Another new addition to the management team is Kristy Foss, a well-known West Coast talent development director of Crispin Porter + Bogusky fame who had previously worked with Springer and Bryce. She recently joined the agency as SVP, chief creative resource and talent development director with the charge to help build the Los Angeles outpost into a West Coast powerhouse.
While the agency seeks to further diversify its client roster in L.A., Taco Bell will remain an important account for Draftfcb. Over the past year, the brand the agency has handled since 2000 successfully introduced its highly relevant “Live Más” positioning to great acclaim. Taco Bell’s sales have skyrocketed coinciding with the introduction of the phenomenally successful Doritos Locos Tacos and the new Lorena Garcia menu.
Roy replaces Jeff Fox, who is leaving the agency with Ken Muench, former head of strategic planning at the Orange County office, to start a new culturally driven strategic marketing consultancy. “Both Ken and Jeff are leaving here with our best wishes for success, and the knowledge that we will continue to tap into their expertise in the future,” said Michael Fassnacht, president of Draftfcb’s flagship Chicago office. The Southern California operations will continue to report into Fassnacht.
About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The Draftfcb network spans 151 offices in 90 countries and employs nearly 8,600 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com
Rahul Roy, a longtime EVP and group management director at Draftfcb Chicago with legacy ties to client Yum! Brands (both on Taco Bell and KFC), is taking on added responsibilities as managing director of the Southern California agency. He will partner with Eric Springer, who was hired as chief creative officer at Draftfcb Orange County in Dec. 2012, to revamp and renew the agency. A key member of their leadership team is Michael Bryce, Springer’s former creative partner at Deutsch L.A. where the two worked on the phenomenally successful “Darth Vader” spot for Volkswagen. Bryce joined Draftfcb in Jan. 2013 as executive creative director.
Together their aim is to house the best and brightest talent in the new Zen-like offices located at 200 Mildred Avenue in Los Angeles. Equipped with an artists’ bullpen, a stocked bar and dining lounge, the new space marks Draftfcb’s entrée to the heart of the advertising community in Southern California. “Knowing that a lot of great talent lives and thrives in Los Angeles, we wanted to expand our presence there,” said Roy. “The heart of our agency will now be in L.A. It’s appropriate. It's where the ad community lives; so should we," added Springer
Among the new staffers currently calling the new L.A. space home is Chris Rodriguez, a top-tier art director who has contributed to multiple award-winning campaigns including Allstate’s “Mayhem.” He jumped at the chance to work for Springer and Bryce, driving across the country from his previous post at Leo Burnett in Chicago to begin his new post as a senior art director last month. Another new addition to the management team is Kristy Foss, a well-known West Coast talent development director of Crispin Porter + Bogusky fame who had previously worked with Springer and Bryce. She recently joined the agency as SVP, chief creative resource and talent development director with the charge to help build the Los Angeles outpost into a West Coast powerhouse.
While the agency seeks to further diversify its client roster in L.A., Taco Bell will remain an important account for Draftfcb. Over the past year, the brand the agency has handled since 2000 successfully introduced its highly relevant “Live Más” positioning to great acclaim. Taco Bell’s sales have skyrocketed coinciding with the introduction of the phenomenally successful Doritos Locos Tacos and the new Lorena Garcia menu.
Roy replaces Jeff Fox, who is leaving the agency with Ken Muench, former head of strategic planning at the Orange County office, to start a new culturally driven strategic marketing consultancy. “Both Ken and Jeff are leaving here with our best wishes for success, and the knowledge that we will continue to tap into their expertise in the future,” said Michael Fassnacht, president of Draftfcb’s flagship Chicago office. The Southern California operations will continue to report into Fassnacht.
About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The Draftfcb network spans 151 offices in 90 countries and employs nearly 8,600 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com
NetFlorist Adds Another Arrow To Quiver – Daily News Service
May 21, 2013
NetFlorist, South Africa’s leading flower and gifting service founded 14 years ago in 1999, has added another arrow to its quiver with the launch of a daily news service called #haroldsnews.
Or has it?
The answer, given by a grinning Netflorist Managing Director, Ryan Bacher, is ‘yes and no’. ‘Yes, Netflorist is providing followers on Twitter and Facebook with daily news updates’ but ‘no, the service is more tongue-in-cheek, more social commentary than strict breaking news’.
He explained: "#haroldsnews is the result of a brief we put in to our marketing partner, Draftfcb Johannesburg. We wanted a campaign that would create associations with everyday occasions and give people reasons to buy from NetFlorist.
"The agency’s solution was to continue to use Harold, who has featured in NetFlorist’s advertising before, on radio but to also give him a more socially-relevant voice by taking him to Facebook and Twitter.
"The creative team of Chief Executive Creative Officer Brett Morris, creative director James Cloete, copywriters Candice Hellens, Este De Beer and Lee Goodall and art directors Moira-Gene Sephton and Murray Sparg, created his social media presence ... and are responsible for crafting his news posts – with a twist.
"Everything Harold tweets or posts is done so in the witty – and sometimes below-the-belt – tone the public has come to expect from the character. You can just imagine what he has to say about the Gupta wedding, the meat scandal, Reese Witherspoon’s arrest and Gareth Cliff’s school-boy crush. It is great fun."
The #haroldsnews campaign started on April 8 and will run indefinitely. The radio element, which includes a news show hosted by Harold during which he discusses some of the topics he is commenting on in social media, is being flighted mainly on 94.7, Highveld Stereo.
"As far as we are aware, no other floral brand has created a character and placed them in a social networking realm," said Morris. "The content of the tweets and posts is also quite unique: although products may be mentioned every now and then, they largely deal with newsworthy stories in Harold’s irreverent style.
"Humour is the key, and we expect many consumers to subscribe to #haroldsnews in a bid to add some spice and alternative thinking to their day."
Client Credits:
Client: NetFlorist
Managing Director: Ryan Bacher
Marketing Manager: Alison Kuhlmann
Agency Credits:
Creative agency: Draftfcb Johannesburg
Executive Business Director: Mike Di Terlizzi
Senior Account Director: Wendy Pringle
Account Executive: Nicole Combrinck
Chief Creative Officer: Brett Morris
Creative director: James Cloete
Copywriter: Candice Hellens, Este De Beer, Lee Goodall
Or has it?
The answer, given by a grinning Netflorist Managing Director, Ryan Bacher, is ‘yes and no’. ‘Yes, Netflorist is providing followers on Twitter and Facebook with daily news updates’ but ‘no, the service is more tongue-in-cheek, more social commentary than strict breaking news’.
He explained: "#haroldsnews is the result of a brief we put in to our marketing partner, Draftfcb Johannesburg. We wanted a campaign that would create associations with everyday occasions and give people reasons to buy from NetFlorist.
"The agency’s solution was to continue to use Harold, who has featured in NetFlorist’s advertising before, on radio but to also give him a more socially-relevant voice by taking him to Facebook and Twitter.
"The creative team of Chief Executive Creative Officer Brett Morris, creative director James Cloete, copywriters Candice Hellens, Este De Beer and Lee Goodall and art directors Moira-Gene Sephton and Murray Sparg, created his social media presence ... and are responsible for crafting his news posts – with a twist.
"Everything Harold tweets or posts is done so in the witty – and sometimes below-the-belt – tone the public has come to expect from the character. You can just imagine what he has to say about the Gupta wedding, the meat scandal, Reese Witherspoon’s arrest and Gareth Cliff’s school-boy crush. It is great fun."
The #haroldsnews campaign started on April 8 and will run indefinitely. The radio element, which includes a news show hosted by Harold during which he discusses some of the topics he is commenting on in social media, is being flighted mainly on 94.7, Highveld Stereo.
"As far as we are aware, no other floral brand has created a character and placed them in a social networking realm," said Morris. "The content of the tweets and posts is also quite unique: although products may be mentioned every now and then, they largely deal with newsworthy stories in Harold’s irreverent style.
"Humour is the key, and we expect many consumers to subscribe to #haroldsnews in a bid to add some spice and alternative thinking to their day."
Client Credits:
Client: NetFlorist
Managing Director: Ryan Bacher
Marketing Manager: Alison Kuhlmann
Agency Credits:
Creative agency: Draftfcb Johannesburg
Executive Business Director: Mike Di Terlizzi
Senior Account Director: Wendy Pringle
Account Executive: Nicole Combrinck
Chief Creative Officer: Brett Morris
Creative director: James Cloete
Copywriter: Candice Hellens, Este De Beer, Lee Goodall
OREO: Made in Sheffield
May 19, 2013
To celebrate the opening of the first factory manufacturing OREO in the UK, Draftfcb London have put together a print campaign honouring Sheffield’s unique heritage.
Inspired by OREO’s recent Daily Twist campaign commemorating the cookie’s 100th Anniversary, the new print ads feature local legends with classic Northern tongue-in-cheek humour.
"Mondelez are very excited to bring OREO to Sheffield. We’re thrilled to be producing our iconic biscuits in an iconic city with a rich industrial history," said Toby Bevans, senior brand manager for OREO.
OREO encourages their new neighbours to rejoice in the arrival of the black and white treat by tapping into the sporting prowess of Sheffield Wednesday and Sheffield United football clubs. The ad will feature in local press and 60 different sites across the city.
The campaign also includes two additional executions of the creative concept which are being used to feed excitement internally. One continues the sporting theme alluding to the home of World Snooker, The Crucible. The other gives a nod to one of Yorkshire’s most famous film plots in the form of four cheeky cookies in a state of undress, promising to go the Full Monty.
Steven Bennett-Day commented, "Given the city’s fertile cultural background it was easy for us to find different executions celebrating OREO Made in Sheffield using the popular Daily Twist concept, which presented a whimsical humorous and eye-catching campaign to celebrate OREO’s anniversary last year."
The official opening ceremony for the new home of OREO took place on May 10th and was attended by Deputy Prime Minister Nick Clegg, and David Blunkett, MP for Sheffield Brightside and Hillsborough. The campaign will run from 20th May through 2nd June.
Creative Credits
Creative Director: Steven Bennett-Day
Copywriter: Dan Shone
Art Director: Sean Cullen
Senior Account Director: Matt Gigg
Media Agency: PHD
About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com.
Inspired by OREO’s recent Daily Twist campaign commemorating the cookie’s 100th Anniversary, the new print ads feature local legends with classic Northern tongue-in-cheek humour.
"Mondelez are very excited to bring OREO to Sheffield. We’re thrilled to be producing our iconic biscuits in an iconic city with a rich industrial history," said Toby Bevans, senior brand manager for OREO.
OREO encourages their new neighbours to rejoice in the arrival of the black and white treat by tapping into the sporting prowess of Sheffield Wednesday and Sheffield United football clubs. The ad will feature in local press and 60 different sites across the city.
The campaign also includes two additional executions of the creative concept which are being used to feed excitement internally. One continues the sporting theme alluding to the home of World Snooker, The Crucible. The other gives a nod to one of Yorkshire’s most famous film plots in the form of four cheeky cookies in a state of undress, promising to go the Full Monty.
Steven Bennett-Day commented, "Given the city’s fertile cultural background it was easy for us to find different executions celebrating OREO Made in Sheffield using the popular Daily Twist concept, which presented a whimsical humorous and eye-catching campaign to celebrate OREO’s anniversary last year."
The official opening ceremony for the new home of OREO took place on May 10th and was attended by Deputy Prime Minister Nick Clegg, and David Blunkett, MP for Sheffield Brightside and Hillsborough. The campaign will run from 20th May through 2nd June.
Creative Credits
Creative Director: Steven Bennett-Day
Copywriter: Dan Shone
Art Director: Sean Cullen
Senior Account Director: Matt Gigg
Media Agency: PHD
About Draftfcb
With an equal focus on creativity and accountability, Draftfcb is committed to producing brilliant ideas that change consumer behavior. As a global, fully integrated marketing communications agency operating against a single P&L, Draftfcb provides clients with highly collaborative, channel-neutral thinking that delivers engagement and, most importantly, action. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. The Draftfcb network spans 150 offices in 90 countries and employs nearly 9,000 people. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.draftfcb.com.
