Industry Updates

FCB Makes 'Step Change' In Africa

23 Nov 2015

FCB, part of the Interpublic Group of Companies (NYSE:IPG), has announced changes to the way in which it structures its business on the African continent.
FCB South Africa, currently the head office for the network in Africa, has been renamed FCB Africa. This change signifies the network’s intent to bring the FCB Africa network more closely together.
It’s not merely a symbolic change; the agencies affiliated to the network have also signed new contracts with IPG that ensure their status is on a par with other agencies in FCB Worldwide’s global network.
In addition, the new contracts link the agencies more closely with the head office and as a result, all agencies in the network have added the prefix ‘FCB’ to their names.
Further, the co-ordinating agency in the network will be renamed FCB Connect, with Philip van Rensburg continuing as managing director. Van Rensburg also has the support of the FCB group exco through Eric D’Oliveira, managing director of FCB Cape Town, whose exco portfolio includes FCB Connect. Brett Morris will continue to hold CEO responsibility for all FCB agencies on the continent.
At the press conference in Johannesburg last Thursday November 19, Morris stressed that the change is far more than ‘just a rebrand’.
He said it represented an important philosophical paradigm shift which puts all agencies on the continent on an equal footing with their global counterparts, and heralds a more symbiotic relationship between the African agencies.
“As an African, I am thrilled that we have unified our business in Africa in this way,” he said.
“Requiring all agencies within the network to commit to the same contract not only highlights the importance of individual markets within Africa, putting them on a par with their international counterparts underlines how valuable Africa is as a market for the global FCB business.
“Strengthening the links between Africa and the FCB Worldwide in this way also commits FCB Worldwide to enhanced levels of support for agencies and their clients on the continent, and will spark a new era of collaboration between these agencies and others on other continents.
“On a personal level, I cannot tell you how excited I am by the new challenges I see facing the network, and I am honoured to lead FCB Africa, engage with its teams and clients, and work hand-in-hand to positively influence the future for our mutual benefit,” he said.
“I see us exchanging ideas more regularly, sharing knowledge and best practice on a daily basis, exploring options and building new teams. At the end of the day, this is the communications industry, and those that work in it want to be challenged – creatively and strategically. This is set to take us and our clients to a whole new level.”
The FCB network is one of the oldest on the continent starting almost 90 years ago in South Africa, with Broughton Advertising in Zambia becoming the first agency outside of South Africa to join the in1995.
There are currently 21 agencies affiliated to the FCB Africa network covering 24 markets across sub-Sahara Africa. All will report into Morris and FCB Africa CFO, Graham Vivian. By country (and agency), they are:

Angola & Mozambique
Cameroon & Chad
DRC & Congo
Ivory Coast, Togo and Burkina Faso
Kenya & Tanzania
Mauritius & Madagascar
South Africa
South Africa
South Africa
South Africa
FCB Palmares
FCB Oxygene
FCB Admedia
FCB Intuition
FCB Sema House
Premier Group
FCB Times Communication
FCB Publistar
FCB Cread
FCB Brandfirst (Media agency)
FCB DpPartnership
FCB Insights
FCB Cape Town
FCB Durban
FCB Johannesburg
FCB Zambia
FCB Zimbabwe
A further three agencies – in Botswana, Uganda and Rwanda – will sign with FCB Africa by the end of this year.
Larger Pan-African accounts include:
  • WingsCorp (Indonesia)
    Washing detergents such as SoKlin, Goodmama, Boom, Soklin Protect
    Noodles – Mie Supreme

  • Tiger Brands
    Tastic, Crosse & Blackwell, Fattis & Monis, Doom

  • Engen

  • Davita Trading
    Davita Juice, Jolly Juice, Benny Stock

  • Moneygram

  • Aldor
    Pin Pop

  • Distell

  • Advans Micro Finance Bank

  • Old Mutual

  • SA Tourism

  • PPC Cement
About the FCB Global Network:
FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company focused on changing consumer behaviour for the benefit of clients, colleagues and communities. With more than 8,000 people from 120 offices in 80 countries, the network brings strong understanding of local markets and cultures while continuing a heritage of creativity and success dating from 1873. FCB is part of the Interpublic Group of Companies (NYSE:IPG).
Learn more about FCB Africa at

Petra Peacock
+27 11 7944665; +27 83 3031778