News Navigation

FCB&FiRe Launches as a Pioneering Brand Partnership

Press Release - New York, 23 January 2018

New Offering Expands and Improves Network’s Capabilities for Latin America and U.S.-Hispanic Markets

FCB International President Sébastien Desclée announced today the creation of the FCB&FiRe network: the result of a new alliance between FCB and FiRe Advertainment.

FCB&FiRe reflects FCB’s and FiRe’s desire to build upon their marketing communications capabilities, in order to deliver new disciplines to both existing and future clients, as well as increase their global reach as one consolidated network. The organization will represent Coca-Cola, Beiersdorf, Netflix, Clorox, Navent, Alicorp, Fiat Chrysler Automobiles, AUSA, Bimbo, Repsol, Havaianas and Deutsche Bank, among others.

“The launch of FCB&FiRe is a testament to the continued ambition of FCB International to elevate the quality of its work by creating innovative approaches,” remarked Desclée. “Forging a larger network from the dual powers of FCB and FiRe adds value to our clients’ businesses, and provides the opportunity for us to enhance our offerings in the U.S.-Hispanic and Latin American markets.”

Representing a “new form of communication,” FiRe Advertainment, founded in 2002, focuses on the intersection between advertising and entertainment, to better engage with consumers. Specializing in the creation of audiences and branded content, FiRe now supplies the network with a new skillset that will make FCB&FiRe a more robust competitor in the region.

“Marketing is experiencing a very particular moment, where borders are diluted,” commented Rodrigo Figueroa Reyes, founder of FiRe Advertainment. “Before, we used to talk to targets composed of socioeconomic levels, ages and social strata. Today, we speak to audiences grouped by a sense of belonging. That’s why I’m excited about FCB&FiRe’s commitment to connecting brands with people in newer and more personal ways.”

Figueroa Reyes and Santiago Puiggari, president and chief executive officer of FCB Buenos Aires, will be the majority stakeholders of FCB&FiRe – with Figueroa Reyes assuming the roles of chairman and chief creative officer and Puiggari becoming president and CEO. With a combined 50 years of industry experience, these executives share the goal of harnessing FCB&FiRe’s unique expertise to resonate with audiences on a larger scale.

“The trajectory, reputation and scope of a network such as FCB, together with the innovation and experience of FiRe’s formats, audience management and content, will allow us to have a unique offering for brands today,” said Puiggari. “Strategy, ideas and production will converge under the same roof within FCB&FiRe. We now have a more visible presence in important markets in the region, and I look forward to our expansion into new markets with a vision to form a global network.”

“I’m thrilled about this new partnership and the limitless potential it will bring to our clients, brands and consumers,” said Carter Murray, FCB Worldwide CEO.

FCB&FiRe will base its flagship office in Buenos Aires, with additional offices in Chile, Peru, Ecuador, Colombia, the Dominican Republic and Miami.




FCB Global
FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on creating “Never Finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present and an anticipation of the future potential. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Learn more at and follow us on Twitter and Instagram (@FCBglobal) and Facebook (FCB Global).