Promo - June 2008 - (Page 27)

100 Promo PROMO 100 SPOTLIGHT/BIG GUYS 1/DRAFTFCB Two years ago, many on Madison Avenue couldn’t fathom how Draft Worldwide could receive top billing over Foote, Cone & Belding, the world’s third oldest advertising agency (founded in 1873). But their common parent, the Interpublic Group of Cos., which acquired Draft in 1996 and FCB in 2001, thought such a coupling was best for the clients. “There were discussions [of such a combination] for years,” Howard Draft, the merged entity’s chairman and CEO, tells Promo. During a transatlantic phone call from Lisbon, Portugal, where Draft was visiting one of Draftfcb’s 130 offices, he adds, Howard Draft, chairman and CEO Tina Manikas, executive vice president of global retail promotion top executives: “It’s no longer ‘above the line’ or ‘below the line,’ ‘online’ or ‘off-line.’ It’s a single P&L, integrated across all disciplines, across all brands.” When Draft was devising the new organizational chart, he says he took a “holistic” approach informed partly by the company’s promotion acumen. “Consumers and retail are now at the center of everything we do,” he says. That meant “destroying the silos,” something he was already trying to do for a few years prior to the merger. Draft admits that initially he was a bit “overwhelmed” by the monumental task of combining two organizations with more than 9,600 employees, more than one-third of whom are located in the U.S. He focused on staffing Draftfcb with the most talented professionals. Among them 2007 u.s. net revenue: $585 Million (estimated) key clients: Kmart, BrownForman, Kraft, Qwest headquarters: Chicago is Tina Manikas, executive vice president of global retail promotion, who’s been with Draft since January 1985. Since the merger, Manikas notes, the number of promotion clients has tripled, now including legacy FCB clients like Taco Bell, MoneyGram, Motorola and Hampton Inn. The new entity also includes the launch of new Draftfcb units, such as 361 Experiential, which was created last November. Despite the U.S. recession, the company is adding 100 positions in Chicago. Howard Draft notes that other megaagencies have since followed the single P&L model—Ogilvy, Arc and BBDO among them. But Draftfcb will be remembered as the first.—Larry Jaffee L. to R. Draftfcb’s Howard Draft, Gigi Carroll, Tina Manikas, Howard Klein, and Rob Sherlock CHRIS LAKE Promo / WWW.PROMOMAGAZINE.COM / June 2008 27 http://WWW.PROMOMAGAZINE.COM

Table of Contents Feed for the Digital Edition of Promo - June 2008

Promo - June 2008 Contents Editor's Note 51st State? Brand Weaver Hip Candy Viva Beisbol Hola or Adios? Commentary Agency of the Year: Digitas The 2008 Promo 100 Draftfcb Next Marketing Oddcast All Terrain Gigunda The Agency Center Resource Center Take a Stand Index of Advertisers

Promo - June 2008

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