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Launch heralds arrival of new agency model
Media Release
Launch of DraftFCB heralds arrival of new agency model to Australia and New Zealand
12 March 2007 – Full service advertising agency DraftFCB officially launched in the Australian and New Zealand markets today, signalling the regional introduction of a revolutionary agency model first mooted by US Agency Head Howard Draft in June 2006, when the global merger was announced.
According to Mr Draft, the new agency model is a direct response to client demands for a fresh approach in a shifting marketing landscape. DraftFCB combines the disciplines and heritage of two global powerhouses, advertising agency FCB and direct marketing agency, Draft. The tools and methodology of DraftFCB will make extensive use of data analytics to help deliver behaviour changing creative work.
DraftFCB New Zealand CEO Bryan Crawford says, “At the crux of DraftFCB is a commitment to change: changing the way we work with clients, the way we work with each other, and the way we solve problems, so we deliver true behaviour changing ideas.”
Mr Crawford concludes “We will benefit from the development work that has gone on in the US since the merger was announced in terms of new tools, methodologies and IP. We’ve listened carefully to what current and potential clients want from their agency, and with DraftFCB we’re providing them with the answer.”
ENDS
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