Staff Reporters
Mar 25, 2022

FCB plies its 'local but global' differentiation

AGENCY REPORT CARD: The Interpublic network of owned and affiliate offices touts its local roots as an advantage, but has trouble making a compelling case that it's innovating enough to keep up.

FCB plies its 'local but global' differentiation

FCB prides itself on being the most local of the global creative networks. Its collection of owned, co-owned and affiliate offices around APAC turns out clever campaign work consistently, which is fitting for an agency with FCB's long heritage.

Yet FCB still exists further toward the old-school end of the spectrum than some of the global agency brands that have undergone more dramatic changes in recent years. Though the network had a decent year businesswise and made some DEI progress, its claims to being a performance partner as well as a brand-builder are not yet easy to accept.

How did we grade FCB? Our full report with the overall grade—plus scores and a detailed analysis of the network's business performance; innovation; DEI and sustainability efforts; creativity and effectiveness; and management—is available only to Campaign members.

Become a Campaign Asia-Pacific member to get access to all the 2021 Agency Report Cards and much more.

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