FCB Manila Celebrates 20 Years of Advertising Success
Agency fueling growth with bold new work and clients that continue to earn big buzz.
FCB Manila, which opened its doors in 1997, commemorates 20 years of exceptional advertising this month. On June 25, in celebration of this milestone, FCB Manila brought together key clients and Philippine dignitaries, including U.S. Ambassador Sung Kim as the guest of honor, and Jonathan Allard, chief financial officer for International Markets at FCB Global, based in Singapore.
Over the last two decades, FCB Manila has developed an effective integrated marketing approach that consistently allows the agency to create work for top brands – both local and multinational – such as Dole, Nivea, Talk ‘N Text, Oreo and SC Johnson. Additionally, the agency’s marquee of clients includes Meralco, PLDT, Smart Communications, Dutch Mill Delight, Philex, Asia Brewery Inc. and Mondelēz International.
In 2011, FCB Manila’s digital branch, Digital FCB, was established in order to serve the agency’s growing need for web and mobile solutions. Only a few years after its inception, in February 2014, Digital FCB Manila became the first Philippine agency to win the prestigious Cannes Chimera – a joint initiative between the Cannes Lions International Festival of Creativity and the Bill & Melinda Gates Foundation, which challenges participants to create a perception-changing strategy to help eradicate extreme poverty by 2030.
“Since FCB Manila’s founding 20 years ago, the agency has significantly increased its momentum,” said Sébastien Desclée, president of FCB International. “This milestone honors a legacy of impressive, behavior-changing work that secures FCB Manila’s place as one of the network’s strongest international players.”
FCB Manila has sustained this momentum in present day, beginning 2017 with consecutive wins for a key regional website and a digital project for Dole, as well as obtaining coveted campaigns for Ad Summit Pilipinas 2018, DoubleDragon Properties, Propan TLC and Mister Donut.
Lou Santos, FCB Manila’s vice president of client services, is proud of the office’s pioneering track record, describing it as a “steward of transformation, growth and success.” Looking beyond this 20-year landmark to the future, Santos believes that the “Never Finished” agency will continue to reinvent itself even further:
“As we celebrate FCB’s 20th year in the Philippines, we also usher in a change in the way we do our work. Combining the expertise of Digital FCB with the agency’s wealth of experience in mainstream advertising both from the agency’s mainstays and newcomers, we envision FCB Manila continuing to shape the industry,” said Santos. “Taking on the persona of revolutionary entrepreneurs, we will constantly seek to innovate our work and solidify relationships with our client partners in the coming years.”
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).