TRUE NORTH COMBINES FCB WITH BOZELL INTERNATIONAL
By Adnews Staff
True North Communications of Chicago has announced the merging of its Foote, Cone & Belding division with Bozell's international offices. The FCB Worldwide banner will be used for the new global agency, which will become the fifth largest global agency in billings as well as the largest agency in the United States. However, the merger announced last week by True North does not include the Toronto offices of FCB and Bozell due to conflicting client accounts. According to a report in the National Post, the Toronto offices are not included in the merger because Bozell handles advertising for Labatt's Budweiser, Bud Light and Carlsberg beers and Harrod & Mirlin/FCB handles advertising for Coors Canada. Liz Torlee, president and chief executive of Bozell's Toronto office is quoted in the National Post as saying its client's (Labatt) interest were top priority and meant the agencies had to remain separate in Canada. True North has named Brenda Ryan formerly chairman and CEO of FCB Worldwide, as CEO of the new combined agency. Leo-Arthur Kelmenson, formerly chairman and CEO of Bozell Worldwide, will become chairman of the new FCB. Bozell's additional US offices, including New York Chicago, Seattle, Silicon Valley and Omaha will form a top 20 national agency brand.