FCB Makes Good Use Of The Underscore Key

Adfreak took a look at the new FCB site and did not like the haphazard navigation. I concur, but I’m also wondering if there is an agency anywhere that is willing to build a self-promo site with little or no Flash.
Aside from the design considerations, FCB launched a new term for integrated marketing. They call it “full_contact.”

We develop integrated campaigns that say the right thing at the right time. Beyond TV, print and online, we reach the consumer in their world, which can mean video games, urban murals, third screen, wild postings* and hundres of other media. It’s called full_contact, and it is a genuine commitment to complete engagement with client and consumer.
*In compliance with local laws.

I like full_contact. It sounds like sports and/or sex, two things people are wild about. Not too many people get excited about integrated marketing.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.