FCB Worldwide / True North Communications

Originally formed as the parent entity for ad network Foote Cone & Belding, True North Communications aimed to rival Omnicom, Interpublic and WPP as one of the world's major marketing services groups. But the business was consistently hindered by its lack of a truly global network. An attempt to create one through a joint venture with Publicis proved disastrous, and ended in a bitter and protracted divorce. Long established as the group most likely to buy another agency or be bought, TN was finally snapped up by Interpublic in March 2001 for $2.1bn. Five years later, FCB's independent identity was also sacrificed when it was absorbed into direct marketing network Draft, to create Draftfcb. 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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