FCB Mexico Thanks Bimbo for Its Trust and Foresees a Successful Future for the New Operation of Vector B
Mexico City, April 30, 2015 – After a 20-year business relationship between Bimbo and FCB, and one of more than 80 years between Bimbo and McCann, both agencies – and Initiative Media – have united under the Interpublic Group (IPG) umbrella to create a new business structure. This new format incorporates all the talents and disciplines of the ideal integrated agency to address all the communications needs of the Bimbo brands.
The IPG Group won the business, which was the biggest advertising pitch in Mexico’s history, based on a simple and powerful proposition: to create Vector B, the first agency with the comprehensive capabilities to work by business units instead of areas of specialization. In other words, a brand-based structure – a mirror of the client’s structure – not divided by the silos of the different areas. This innovation involves reviewing the original model and fitting specialists in accounts, planning, creativity and media into one entity that generates results from great ideas. And what about digital? Digital is not an area – it is intertwined everywhere.
As Rafael Pérez-Toribio, general manager of FCB México, said: “Vector B, with no doubt, is the envy of those who struggle to deliver truly integrated creative end products, as it is specifically designed for the needs and expectations of the client who wants to be one step ahead.”
As part of this experience, FCB is more energized than ever before. “FCB is taking the forefront in terms of structure and processes by implementing a more streamlined project management system as well as a finer cohesion among talents and the various areas of the agency,” said Perez-Toribio. “We have brought down the barriers between ATL/BTL and any other acronym invisible to the consumer. Digital runs in the blood of the organization. This is what we call a capillarity of specialties.”
Pérez-Toribio continued: “It is not surprising that, since we were the agency who launched FCB Mexico Sports Marketing in the sports marketing area last year with excellent results and are now specialized in strategy, content creation and generation through FCB Content, we are not resting in our effort to anticipate or permanently serve the needs of this industry, which is growing at a staggering pace.”
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. FCB is part of the Interpublic Group of Companies (NYSE: IPG). Learn more at www.fcb.com or on social media (Twitter/Instagram: @FCBglobal, Facebook/LinkedIn: FCB Global).