Philosophy & Competitive Advantages
Our real point of difference lies in our DNA; why we were created in the first place. Draftfcb is the result of a merger between an established, successful, “traditional” creative agency (FCB) and a younger, more data-driven direct marketing agency (Draft). We were created to deliver a real R.O.I. (Return On Ideas) for our clients, bringing together creativity and accountability to ignite media-neutral solutions, in a non-siloed structure, operating against a single client P&L. Our “6.5 Seconds That Matter” operating system (including a unique creative brief that leverages both qualitative and quantitative inputs) drives the development of communications that are simple, original, relevant and compelling. As an organization, we are transparent, curious, collaborative, and above all, accountable. Our core Canadian Management Team has been together for over twelve years, staying true to a hiring philosophy of “we hire good people who happen to be smart.” We have a core set of values that course through the company; creativity, accountability, curiosity, collaboration, integrity... and the ability to have fun.
Draftfcb Canada is part of the Draftfcb Worldwide network and is a wholly owned subsidiary of the Interpublic Group of Companies (IPG). The Interpublic Group of Companies is a publicly traded company on the NYSE (Symbol: IPG). Draftfcb Canada’s sister companies include (which we manage) FUEL Advertising, Rivet Global and Segal Licensing. The company is also affiliated with Initiative Media (on and off-line media planning and buying) and GolinHarris (Public Relations) through the IPG network.
Draftfcb has been doing business in Canada under one banner or another (Foote Cone & Belding or Draft) for the past 53 years.
Trade OrganizationsPrint Measurement Bureau (PMB)
Newspaper Audience Databank (NadBank)
Canadian Outdoor Measurement Bureau (COMN)
Audit Bureau Circulation (ABC)
Broadcast Bureau of Measurement (BBM)