Foote Cone & Belding

Foote Cone & Belding, later known as FCB Worldwide, was one of the giants of American advertising in the post-war era. It was formed from the ashes of Albert Lasker's Lord & Thomas, which had dominated the industry before World War II. Yet despite its importance in the US, the agency struggled to establish a similar reputation in worldwide markets, despite a series of initiatives designed to enhance its global profile. The least successful of these was the creation of a joint venture with Publicis which ended in 1996 in a bitter divorce. The creation of holding company True North in 1994 provided some stability, although it too was caught up in the wave of consolidation which swept the industry in the early 2000s. See FCB/True North profile for the period after 1980. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

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