A C H IE V E M E N T S T H A T M A T T E R How dId dRAfTfCb ...

ACHIEVEMENTS THAT MATTER
How dId dRAfTfCb
dElIVER SuCH AN
IMpACT IN A dowN yEAR?
With wins like Miller Lite and Pinnacle Foods in the U.S., The National Bank in Auckland, Beiersdorf (Corporate)
in Dubai, Motorola in London, Beaux in Brazil and Merck (Vernakalant) by Draftfcb Healthcare, and awards
that recognized both our creativity and results—Cannes Lions, LIAAs, The One Show, Effies, El Ojo and
Clios—2009 was our biggest year yet.
Here are a few of the highlights from around the network.
For even more achievements, visit http://www.secondsthatmatter.com/experience/2009/q4/index.html
Corporate
People
Leadership Transition at Draftfcb
Laurence Boschetto was named CEO and president
Howard Draft was named executive chairman
Jonathan Harries, global chief creative officer, was
named vice chairman
North America
People
Latin America
People
Aurélio Lopes was named regional
president of Latin America, and the Latin
America headquarters moved from Miami
to São Paulo, Brazil.
Ezequiel Alchourron was named president and Javier
Campopiano was named executive creative director
of Draftfcb Buenos Aires.
Honors
Giovanni+Draftfcb’s Web site for MetaSocial,
“Manifesto,” won a Grand Prix at the ABP Festival
(Brazilian Advertising Festival).
New Business
Draftfcb Puerto Rico won Honda (Association of Honda
Dealers) and Evertec ATH (debit card).
Draftfcb Buenos Aires won Whirlpool (CRM).
Draftfcb Mexico City won FONATUR (National Fund for
Tourism Promotion).
EME Asia-Pacific and Africa
People
Mark Modesto Named President
of Draftfcb North America
October 22, 2009
Honors
Draftfcb New York and Chicago's work for the “OREO
Double Stuf Racing League (DSRL)” snagged the Super
Reggie Award from the Promotion Marketing Association
of America.
Draftfcb New York won two Gold awards at the 2009
Medical Marketing & Media (MM&M) Awards.
K. Howe M. Fiddes
Kate Howe, Mark Fiddes and
Mark Young joined Draftfcb
London as president,
executive creative director
and CFO/COO, respectively.
Honors
Draftfcb Partners in Austria won a
Gold Cyber Lion and a Bronze Direct
Lion for “Bank Transfer Job Ad.” In total, Draftfcb was
recognized with eight Cannes Lions in 2009.
New Business
Draftfcb Madrid won SC Johnson’s
Glade Sense and Spray. SCJ has
been a client since 1953, and Draftfcb
continues to handle every single one of its brands in
more than 90 markets.
Draftfcb London retained the Post Office account,
winning additional responsibilities in the process.
Draftfcb Germany won new business such as BZgA
and Blau Mobilfunk GmbH (blau.de), while winning
more business from Beiersdorf that included the
Florena brand.
Honors
Draftfcb was named a Strong Performer in The Forrester
Wave: US Interactive Agencies — Strategy and
Execution, Q3 2009.
Global Chief Strategy Officer Michael Fassnacht was
named an “Agency Innovator” by The Internationalist.
New Business
People
Bryan Crawford, CEO of Draftfcb ANZ,
was elected president of The Communication
Agencies Association of New
Zealand (CAANZ).
Iris Lo joined Draftfcb Hong Kong and Draftfcb Retail
Hong Kong/China as executive creative director and
was subsequently named managing director.
Honors
MarketingWeek
Kraft awards Draftfcb global Tuc account
September 30, 2009
Draftfcb Toronto was awarded three Midas Awards for
TD Canada Trust, and Draftfcb Montreal won a Gold
Cube award for Kraft.
Draftfcb’s Supplier Diversity efforts in the U.S. were
recognized by the American Advertising Federation
with a 2009 Mosaic Award in the Multiethnic Supplier
Partner category.
Draftfcb Chicago Managing Director Karen Sauder was
honored as the Chicago Advertising Federation’s 2009
Ad Woman of the Year.
New Business
Draftfcb Toronto retained the Ontario Lottery account.
Draftfcb San Francisco expanded its relationship with
EA and Pacific Gas & Electric.
Vodacom’s “We’ve Been Having
It,” created by Draftfcb South
Africa, was named Campaign
of the Year at the 2009
AdReview Awards.
At the Emvies, Draftfcb+Ulka won four honors for
the “Tata Nano Launch” including two Golds, one
Silver and one People’s Choice award.
New Business
Draftfcb Shanghai welcomed new clients including
Palm Sun Hotel and President Foods.
Draftfcb+Ulka landed the Tata DOCOMO GSM mobile
business in India.
Draftfcb © 2010 All Rights Reserved. Printed on recycled paper, 30% post-consumer waste.
“I love the work we’re doing, but more importantly,
I love the results. From the beginning,
we all recognized that for our model to remain
relevant, it would require a constant state of
evolution. That’s why, moving forward, it’s
critical that we keep ahead of advances in
technology. We must also continue to foster a
learning environment fueled by our passion
for the business that results in great work
and equally great results. When all of these
things intersect–the work, the results and
the passion–it leads to well-earned honors
like Draftfcb being included on Ad Age’s 2009
'A-List.' Congratulations, Draftfcb, on a truly
phenomenal year.”
Howard Draft, Executive Chairman
“To me the best way to summarize Draftfcb
in 2009 is we all became creative. When we
introduced 6.5 Seconds That Matter, SM the best
part was that we began to move the creative
process back to where it should begin: with
the brief. That is where our focus should be.
That means we as an agency have to be more
creative than ever moving forward, and not
just in the creative department. Whether your
job is in account management, planning, data,
media or elsewhere, we all have to uncover
compelling facts and stimulating insights to
deliver inspirational strategies and concept
imaginative executions. Our work is already
showing marked improvement and we should
all be excited about our collective potential.”
Jonathan Harries, Vice Chairman and
Global Chief Creative Officer
N
3
2
T
M
E
u
M
E
H
A
A
7
4
8
1 3 S 7
R
b
R
T
T
T
2009
yEAR IN REVIEw
A Message from the CEO
2009 was a transformative year for the world at
large, and its effects have had an impact on
every aspect of business–especially ours. Every
one of us should feel proud of our agency’s
many accomplishments in what was an enormously
difficult year–one that was most recently
capped by Draftfcb being named to Ad Age’s
prestigious “A-List” for the first time ever.
With the global economy still in turmoil, clients
challenged marketers and advertising agencies
alike to rethink their strategies and provide
solutions that were not only creative but delivered
measurable results. More than ever before,
clients were looking at their return on investment
with a close eye, maximizing their dollars and
making consolidations where necessary.
Three and a half years after the creation of
Draftfcb, we became more united, cohesive and
true to our vision–and our leadership team
wants to thank you profusely for that. Our model
and our steadfast belief that there is no way to
separate creativity from accountability helped us
welcome new clients, expand relationships with
current clients across disciplines, and emerge
as IPG’s top performer quarter…after quarter…
after quarter.
In 2009, Draftfcb offices around the
world combined to win more than
260 new pieces of business.
“Draftfcb remains our top performer in terms of
both top line and margin delivery. Their new
model is driving results for clients, even in these
recessionary times. They are taking market share
from competitors with whom they jointly serve
multinational clients, as well as with their
successful new business efforts.”
Michael Roth, IPG Q3 Earnings Call
Draftfcb won over 370 awards in 2009
and moved from #20 to #17 in the
2009 Gunn Report, which measures
award show success by top agencies
across the world.
Draftfcb Healthcare was named
“Agency of the Year” by Medical
Advertising News thanks to wins
like Medtronic Diabetes Device
and Sutent, and creative honors
such as the Grand CLIO at the
CLIO Healthcare Awards.
Though we find ourselves already in the trenches
of 2010, we would be remiss if we didn’t celebrate
the fact that 2009 was a breakout year for Draftfcb
and Draftfcb Healthcare–one that few, if any,
agencies can also claim–and each of you played
an important role in that.
So, again, thank you for your brilliance and
commitment as expressed in these pages and on
the accompanying microsite. It’s an impressive
testament to your many achievements. While a
majority of the industry may have been looking
down this past year, we were looking up–and
forward–to even greater things in 2010.
Laurence Boschetto, CEO and President
Draftfcb Named to Ad Age’s 2009 “A-List”
Per Ad Age’s editor, the “A-List” honors “the best
agencies in the land,” those “that showed moxie,
innovation and effectiveness in 2009.”
“… they are client maniacs. They are genuine
business partners who really care about the
success of our brands,” said Yum! Brands CEO
David Novak.
“…few shops can boast as many sales surges by
their largest and highest profile clients as
Draftfcb did last year.”
“…Draftfcb has been able to grow so many
existing accounts largely because the agency
has developed so many competencies under a
single profit-and-loss statement.”
And Draftfcb employees who made it all happen.
9,600

the work
TV
Client: Taco Bell | Draftfcb Orange County | “Black Taco”
TV
Client: Kraft, Double Stuf Oreo – DSRL | Draftfcb New York | “Stufy”
Print
Client: Die Burger | Draftfcb Cape Town | “UN Soldier”
Print
Client: SC Johnson, Mr. Muscle | Draftfcb Hong Kong | “Clinginess”
Digital
Client: Radiotjänst | Draftfcb Stockholm | “The Hero”
Print
Client: Fiat Ducato | Giovanni+Draftfcb São Paulo | “Motor Home”
TV
Client: Tata Docomo | Draftfcb+Ulka New Delhi | “Crash”
TV
Client: Telecom Personal | Draftfcb Buenos Aires | “Hippie”
TV
Client: Conforama | Draftfcb Paris | “Generique”
Print and TV
Client: Ad Council on behalf of The Humane Society of the U.S. and
Maddie’s Fund – Shelter Pet Project | Draftfcb Chicago | “Divorce”
Outdoor
Client: Tata Docomo | Draftfcb+Ulka New Delhi
“Do more every second”
Outdoor
Client: Shred-it | Draftfcb London | “24/7 Relief from
Document Anxiety”
Digital, Direct, Promo
Client: Filmtheater De Uitkijk Cinema | Draftfcb Amsterdam
“Upload Cinema”
Digital
Client: Ad Council on behalf of The Humane Society of the U.S. and
Maddie’s Fund – Shelter Pet Project | Draftfcb Chicago
“theshelterpetproject.org”
Dockers
Brand Identity /
Print
Client: Beiersdorf, NIVEA Hair Care & Styling | Draftfcb Hamburg
“Volume Sensation”
Print
Client: Chateau Musar | Horizon.Draftfcb Beirut | “La vie. Le Vin.”
six point five seconds that matter
Dockers
Print /
dockers
Testosterone levels in
men have dropped
by 17% over the last
20 years
Men aren’t feeling like
men anymore
Dockers
Outdoor /
Reawaken your latent
masculinity
In 2009, we introduced the 6.5 Seconds That Matter, SM
our new creative expression and litmus test for
generating great work. Our process infuses creativity
and accountability to produce ideas that deliver results
within that brisk window of opportunity to engage
consumers with our clients’ brands. Once engaged,
they’ll give us all the time we need.
Wear the pants
One of the first examples of work born of the
6.5 Seconds That Matter brief (above) is our work
for Dockers from Draftfcb San Francisco.
To view more of this campaign and many others,
visit http://www.secondsthatmatter.com/experience/
2009/q4/index.html