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FCB Names Gabriel Schmitt New York Co-Chief Creative Officer

Press Release - New York, 20 February 2020

Following a monumental 2019, particularly with the success of Burger King’s “The Whopper Detour,” FCB announced today that Gabriel Schmitt has been promoted to Co-Chief Creative Officer of its New York office. Schmitt joins President Emma Armstrong and Chief Strategy Officer Todd Sussman as the office’s creative leader, further fueling the creative direction, transformation and output of the agency.

“Growing clients’ businesses through creativity is a core belief of FCB. Gabriel brings a perfect mix of creative talent and business sense to every challenge, ensuring that we grow brands and their bottom line” said Armstrong. “With Gabriel’s continued partnership and strong involvement with clients like Burger King and AB InBev, we are also undergoing a search for a creative partner who will be a complement within our organization.”

Schmitt joined FCB in June 2016 as Group Creative Director. In January 2019, he was promoted to Executive Creative Director following his strategic creative leadership on Burger King’s award-winning “The Whopper Detour.” He was also the creative lead for the 2020 Michelob ULTRA Super Bowl spots, including “Jimmy Works It Out” and “6 for 6-Pack.”

“What I admire about Gabriel is his core belief that agencies are creative partners – that creativity can and should be an economic multiplier for brands and businesses. FCB, and the industry at large, will benefit from Gabriel’s leadership and creative vision,” said Susan Credle, FCB Global Chief Creative Officer.

Before joining FCB, Schmitt served as Creative Director at the former KBS (kirshenbaum bond senecal + partners) for BMW. Prior to that, he spent three years as VP/Creative Director at FCB Chicago, working with brands including Valspar Paint and Kolcraft. He joined FCB Chicago from Dentsu’s São Paulo office.

“I’m incredibly humbled and excited to become the new Co-CCO of FCB New York,” said Schmitt. “The agency had an epic 2019, but we have a lot more to accomplish. I am committed to continuing to be our clients’ partner and push the boundaries of their creative work.”  

Burger King also shared its excitement over the news of Schmitt’s recent appointment: “Gabriel is a true creative partner. When it came to ‘The Whopper Detour,’ he took our business problem and showed how you can use creativity to solve it,” said Fernando Machado, Chief Marketing Officer of Burger King. 

Schmitt’s appointment will continue to drive FCB NY’s impressive turnaround, which has most recently seen the agency pick up a new assignment for Michelob ULTRA. In collaboration with FCB Chicago, FCB NY created the two standout spots for the brand at this year’s Super Bowl, which were included on the “Best of Super Bowl LIV” lists for Variety and TIME magazine.

Schmitt’s promotion also comes on the heels of the former FCB NY Chief Creative Officer, Ari Halper, taking on the new role of North America Creative Partner, reporting to FCB Global Chief Creative Officer Susan Credle.   


About FCB

FCB (Foote, Cone & Belding) is a global, award-winning and fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Named Cannes Lions 2019 North American Creative Agency of the Year and a 2019 Ad Age A-List global top 10, FCB focuses on creating “Never Finished” campaign ideas that have the power to transform brands, businesses and communities. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Visit or follow @FCBglobal on Instagram and Twitter and FCB Global on Facebook.