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Draftfcb to change name to FCB Inferno in the UK

Draftfcb is to change its name, the agency has confirmed, and will be known as FCB Inferno in the UK, following the acquisition of the advertising agency in December.

As reported by The Drum in January, Draftfcb had been toying with changing its name, with trademarks for “FCB” and "Foote, Cone & Belding" filed last year.

The name Draftfcb was created from the merger of FCB and Draft in 2006, with Howard Draft becoming CEO of the company. Draft is currently executive chairman of the company.

“Two distinct brands, Draft and FCB, were merged together seven years ago,” said CEO Carter Murray. “The entities have united and now have one seamless offering. It’s time to simplify our brand name as well to reflect our focused identity and direction.”

The name of the company will now be different in different regions, with FCB proceeded by either the name of an acquired company - hence, FCB Inferno in the UK – or by the city that the office is based in, such as FCB Paris.

Tim Doust, founding partner of FCB Inferno, explained the logo in more detail: "The colours are taken from country flags of our international network. The diagonal line through the B of FCB and the first letter of Inferno is to signify that FCB is only complete with its local offices. The font used is what we see in standard barcodes, as a reminder to the agency that we are all about building brands and, ultimately, selling products."

There will also be cases where the name will reflect the specialty of the agency, for example FCB Health. In New York, the agency will now be called FCB Garfinkel, after chief executive Lee Garfinkel.

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