DraftFCB Merger Looking Like A Loveless Marriage

Today’s Adweek takes a look at all the fallout from the DraftFCB merger:

Draft’s top managers are grappling with the challenges any new entity faces when combining corporate cultures. One former FCB employee described the mood at FCB’s New York flagship as “grim.” “Everyone knew from the beginning that Draft would take the lead, but still, it’s as if 100 years of FCB heritage is being shredded by Howard Draft.”
Another source noted that top Draft execs face their own learning curve as they try to establish bonds with FCB’s marketers: Draft staffers are more used to dealing with direct-marketing execs. Hence Draft managers are not used to dealing with CEOs. They are “not really good at going up the food chain,” said one exec.
Combining the two companies’ very different creative approaches is going as well as can be expected, given their different orientations to the business. But Chris Becker, DraftFCB N.Y. CCO who hails from the FCB camp, is having each side of the combined entity spend time presenting creative ideas outside their normal disciplines so they can become comfortable with the agency’s new integrated focus.

This sounds ridiculous. I’ve worked in some small agencies and large agencies, and I’ve had the opportunity to do a bit of all types of work-including TV and direct. It’s not *that* hard to understand the differences in concepting for different types of media, or talking to different types of clients who themselves have different priorities. It just takes a little understanding, a little flexibility–and willingness to learn. Why the hell is it so hard for these people to change gears? Are they that stuck in their ways?

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.

  • http://www.adpulp.com Shawn

    So FCB has come full circle.
    I remember back to when True North folded the 260 international offices of Bozell into FCB offices to give them the international presence they didn’t have.
    Bozell is now a footnote in the ad industry after having their 80 year history shredded. Of course the mood is grim, FCB faces a similar fate.
    Welcome to the continuing consolidation in the industry.

  • http://makethelogobigger.blogspot.com makethelogobigger

    “Loveless Marriage”
    Yeah, they haven’t had ‘creative’ in over three months.

  • LAM

    It is very definitely a “loveless marriage.” It’s not a marriage…it’s a total takeover…and it’s not working. Stay tuned….

  • pia

    it is quite simply a joke…