Though firmly at the height of its creative powers, earning global recognition for its work and topping The Drum’s World Creative Rankings, it has been announced that FCB Global is to be folded into BBDO in the wake of the Omnicom-IPG merger. We reflect on the agency’s long story and the work that fuelled its revival.
FCB New York's 'Spreadbeats' campaign for Spotify won numerous major awards
On the surface, FCB Global had an outstanding year: it was named Regional Network of the Year, North America, for the seventh consecutive time and earned 56 trophies at Cannes Lions. Additionally, its New York shop was crowned the world’s most awarded agency in The Drum’s World Creative Rankings, a milestone for the network.
Its rise to the top spot in 2025 was primarily driven by the ‘Dreamcaster’ campaign for Michelob, which became the world’s most awarded campaign, collecting honors across seven major award shows, including The Drum Awards, D&AD and Cannes Lions.
Yet even a year marked by such accolades wasn’t enough to save the agency brand. Amid Omnicom’s acquisition of IPG, FCB is set to be retired and absorbed into the BBDO banner.
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The news is shocking, though not entirely surprising given the fate of fellow IPG brand DDB.
FCB itself has a storied history: founded in 1873 in Chicago by Daniel Lord and Ambrose Thomas as Lord & Thomas, it is the third-oldest advertising agency in the United States. In 1942, it was sold to its three top managers – Emerson H Foote in New York City, Fairfax Cone in Chicago and Don Belding in California – and renamed Foote, Cone & Belding (FCB).
The agency went public in 1963 and expanded internationally through the 1970s and 80s, with major clients such as Mazda and AT&T. By 2000, it operated more than 190 offices across 102 countries. In 2001, Interpublic Group acquired its holding company, True North Communications.
Over the years, the FCB network has produced countless standout campaigns that shaped the advertising landscape. As the brand is retired, we take a look back at some of its most iconic recent work that ensures it goes out on a high note.
Spotify’s ‘Spreadbeats’ was a creative B2B campaign that turned a standard media-planning spreadsheet into a four-minute music video. A single cell became a 3D animated character built from charts, formulas and formatting, all synced to a John Summit track.
Michelob Ultra’s ‘Lap of Legends’ campaign pitted a real Williams Racing driver against AI-driven, augmented-reality avatars of legendary Formula 1 racers.
The result was a one-hour special featuring a real-versus-virtual race at the iconic Silverstone Circuit, blending live-action and cutting-edge tech to deliver a unique high-octane experience.
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Michelob Ultra’s ‘Dreamcaster’ used custom technology to let blind and visually impaired fans experience live NBA games in real-time. It centered on Cameron Black, who was born blind, and provided live game commentary using a system built with haptics, spatial audio, real-time data and refreshable braille.
Michelob Ultra pitted John McEnroe against AI avatars of himself in a live, tech-driven tennis match. The campaign won two Grand Clios, a Sports Emmy and multiple Cannes Lions, blending sport, entertainment and immersive branded content. (How FCB New York made ‘McEnroe v McEnroe’)
This campaign tackled the surprising reality that although 90% of Americans want organic food and drinks, less than 1% of US farmland is organic. The campaign addressed the challenges farmers face when transitioning to organic production, including the lengthy three-year process and the income loss that often occurs during this transition. Through the initiative, Michelob Ultra guaranteed farmers a buyer once their transition is complete, provided interim crop purchases at a premium and offered training via major agricultural organizations.
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FCB Aotearoa’s ‘Finding Jade’ launched One NZ’s rebrand from Vodafone, bringing the local ‘Let’s Get Connected’ positioning to life. The 90-second TVC follows Jade as he travels around New Zealand and beyond, exploring identity and connection.
FCB New York brought Pringles’ mascot Mr P to life on the world’s biggest stage, turning him into the ‘Pied Piper of Playfulness.’ The campaign enlisted celebrities and 20 other brands to create mustache-driven mayhem during the Super Bowl.
FCB Canada’s heartwarming holiday campaign for Air Canada blended live-action and stop-motion animation. It told the story of a young boy whose snow globe collection came to life, featuring two characters in separate globes who formed a bond despite distance and different climates. The campaign evoked themes of connection, love and reunion, capturing the emotions of a post-pandemic holiday season while highlighting the magic of travel and family togetherness.
FCB Global
FCB is a global creative powerhouse committed to transforming brands, businesses, and lives through the economic power of creativity. With over 5,000 dedicated and...