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FCB Chicago and FCB/RED Bring Home Five 2015 REGGIE Awards

Press Release - Chicago, 20 April 2015

Chicago, April 20, 2015 – FCB CHICAGO and FCB/RED, the global, shopper-first brand agency of FCB, together took home five REGGIE Awards at the 32nd Annual REGGIE Awards Gala held Wednesday, April 15, at the Westin Hotel in Chicago. In a tough competition covering 70 awards across 23 different categories, FCB Chicago and FCB/RED captured two Gold honors, one Silver and two Bronze for clients Ace Hardware, Fleetmatics, and Big Heart Pet Brands. 

The Brand Activation Association is a division of the Association of National Advertisers, and the BAA’s REGGIE Awards are recognized as the premier industry awards honoring the best in promotion, integrated marketing and brand activation, including superior thinking, creativity, execution and results. (The name REGGIE is derived from the words “cash register.”)

FCB’s wins included double Gold for its “Helpful is Beautiful” campaign for Ace Hardware in the Retailer Specific and Shopper Marketing categories. The ground-breaking campaign
introduced a revolution in beauty: The Paint Studio at Ace. It created a go-to place for the consumer to find help with beauty for her home. The campaign also won a third award, a Bronze in the National Consumer Campaign over $3MM category.

Winner of the Silver Award in the Business-to-Business category went to an innovative campaign for Fleetmatics. Titled “Truck Whisperer,” the campaign was based on a breakthrough idea featuring software as a service in the arena of field logistics. In a category laced with technology speak, the campaign used humour and clarity to break through to its target.

FCB/RED’s work for Big Heart Pet Brands’ Milk-Bone – titled “Love. Say It With Milk-Bone” – changed the behavior of pet owners, essentially making Milk-Bone their Valentine for dogs. The campaign was honored with the Bronze Award in the National Consumer Campaign under $3MM category.

According to Tina Manikas, president of FCB/RED, “The world of brand engagement and activation is one of the fastest-growing and we are especially thrilled that our teams’ most brilliant campaigns were among this year’s REGGIE winners. Our biggest award comes from the change we create in consumers to drive our clients’ business.”

“We are pleased to be so honored by the BAA/ANA,” said Michael Fassnacht, president of FCB Chicago. “Winning these awards is but further recognition of our providing our clients with the best kind of creativity, the kind that changes consumer behavior and leads to outstanding results.”

FCB/RED is the global, shopper-first brand agency of FCB. “RED” stands for our core expertise in Retail, Engagement and Digital. Top-ranked, approaching 40 years of award-winning shopper marketing, branded experience, digital, activation and relationship-marketing success, we operate globally with specialists and integrated communications experts in 80+ markets, across all channels. Learn more at and follow us on social media (Twitter/Instagram: @FCB_RED).
About FCB
FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company focused on changing consumer behavior 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. Learn more at or on social media (Twitter/Instagram: @FCBglobal, Facebook/LinkedIn: FCB Global). FCB is part of the Interpublic Group of Companies (NYSE: IPG).