Back in 2006, Interpublic Group brought together Foote, Cone & Belding, the then 133-year-old traditional global agency, with Draft, the 28-year-old marketing services agency with expertise in direct marketing, digital, retail and shopper marketing, to create Draftfcb.
Today Draftfcb is a fully integrated agency with a single worldwide P&L, a network employing more than 9,000 people spanning 96 countries, and a blue chip client roster that includes SC Johnson, Kraft, Taco Bell, Boeing, Dow, Nestlé, Dockers, Sony, Volkswagen, and Beiersdorf’s entire global portfolio.
Draftfcb is a new model agency built around its proprietary "6.5 Seconds That Matter SM" operating system, which is based on research that shows advertisers have an average of 6.5 seconds to capture consumers’ attention and compel them to act.
At the helm of Draftfcb is Laurence Boschetto as global CEO and president. He is a leader who, while the world was in the throes of the worst economic meltdown in nearly a century, has effectively led the organization through a successful merger and achieved an unprecedented 14 quarters of profitable growth – a streak that continues.
This current day “Mad Man” grew up in advertising, working on both the agency and client side (Manufacturers Hanover Trust to Bank of America to American Express and Van Cleef & Arpels to Christian Dior and PrimeSTar to DirecTV, etc.). Since that time, he has not only established a new agency model, but has championed diversity within the agency. Based on an all-inclusive vision for the company, he has also made clear-cut moves to deal with the new realities bombarding the ad industry and Draftfcb’s clients.
Unusual in the ad world, Laurence is a Six Sigma CEO who actually values the client procurement process. He doesn’t cringe when procurement is involved and has long recognized the value of making friends and allies of procurement officers.