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As FCB Sunsets, ADWEEK Celebrates Its Achievements as 2025 Agency Network of the Year
FCB has a lot to be proud of this year, but the celebration is bittersweet. It might feel funny to win an accolade when, as Omnicom completed its acquisition of IPG in November, FCB was folded into BBDO — and has ceased to exist.
But the machinations of holding company spreadsheet logic are distinct from the fact that FCB fired on all cylinders during what it didn’t realize was the final lap of its 151-year legacy.
Leadership has spent the past year focusing on clients, in part by being physically present globally. For Meredith Kelly, global head of marketing at Škoda Auto, that’s what made FCB a great partner. “Sometimes you pitch, you get to see the superstars, and then you never get to work with them again. They have been my team throughout,†she said.
Looking back at MullenLowe—and its legacy of agencies
Google developed APIs for its ads and demand-side platforms that answer marketers’ calls for more control in AI advertising.
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Survival of the fittest: What happens when creativity stops being enough?
If you have watched Mad Men, you will remember when Don Draper saying, "Success comes from standing out, not fitting in." It was a statement that defined a generation of agencies, DDB, FCB, MullenLowe, JWT, Burnett, Chaitra, institutions built not just on billboards, but on the audacity of the creative ‘mad’ people who believed they could change the world of advertising. And in their own way, they did. Becoming legends and reaching heights of success rarely touched by the rest of us.
But Draper also said, “Change is neither good nor bad. It simply is.” Today, that inevitability has arrived. We stand at a point in history where creativity is being pushed to the margins by numbers and graphs, metrics that have always been far more comfortable for those watching stock prices rise. Legacy is dissolving like salt in water, leaving the industry to wonder what remains.
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