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FCB New York and the NYU School of Professional Studies (NYUSPS) Launch “FCB Real World” to Create Innovative Client Solutions

Press Release - New York, 07 February 2018

Student-Centered, 14-Week Graduate Course Fosters the Agency’s Commitment 
to “Future First,” and Expands Upon the NYUSPS Initiative to Build Collaborative Partnerships with Leaders in Industry that Enrich the Educational Experience

FCB New York (FCB NY) and the NYU School of Professional Studies (NYUSPS) are collaborating on a new, industry focused graduate honors course for students, with a minimum GPA of 3.75, who are pursuing the MS in Integrated Marketing within the School’s Division of Programs in Business.

During the 14-week course, titled “FCB Real World,” FCB NY executives will present NYUSPS graduate students with creative briefs outlining a marketing problem that requires an actionable solution. The students will apply the knowledge they are acquiring through their degree studies to real-world business objectives and will develop applicable client solutions. They will be tasked with collectively working on the real-world problem through all stages—from the client brief through researching, creative brainstorming and outlining strategies and timelines, to the final client pitch.

Student work will include the development of media campaigns that incorporate all relevant aspects of marketing, including, but not limited to, broadcast, digital, print, and out-of-home. Each tactic will be designed to formulate a creative client solution that is specifically tailored to FCB NY. Students will work in multidisciplinary teams—with ongoing support in the form of communication and consultations with FCB NY team members and NYUSPS faculty members—to research, prepare, and present their solutions. Concepts will potentially be implemented by the agency in its real-world business practice.

“FCB NY is ideally positioned to participate in this innovative, hands-on partnership with the NYU School of Professional Studies. Upon completion of this course, our students will have experienced the real-world creative and strategic marketing process from beginning to end, including pitching industry leading clients and creating actionable client solutions,” asserted Dennis Di Lorenzo, Harvey J. Stedman Dean of the NYU School of Professional Studies. “It is this kind of educational experience that serves as the basis for partnerships we are developing with companies and organizations across the industries It’s a unique and valuable means of acquiring immediately applicable skill sets for students, and provides a truly distinct advantage to them in the form of real-word learning and problem solving.”

The collaboration with NYUSPS is the first initiative for FCB NY as part of a greater commitment to building a “Future First” practice, starting with Generation Z (Gen Z): post-millennial consumers, who have “grown up online,” and who are more comfortable with technology than any other generation to date. This requires new, socially minded ways of reaching them in order to build lasting brand love. As part of its steadfast pledge to create “Future First” client solutions, FCB NY will continuously promote programs to better understand the impact of society’s behaviors and attitudes, as well as how consumers think and absorb information.  

“FCB New York is looking at what will take us into the creative future. Coming out of conversations with our FDA client, one thing that we know will fuel 2018 is our “Future First” initiative. Moreover, the NYUSPS partnership provides an excellent opportunity for our agency to continue its commitment to diversity, as Gen Z is said to be the most ethnically diverse generation in US history,” reflected Ari Halper, Chief Creative Officer of FCB NY.

By 2020, Gen Z will make up 40% of the world’s consumers, which translates into an annual economic influence of $44 billion. Gen Z is known to self-educate and to desire personal brand experiences that allow them to interact more directly with businesses. The FCB NY course with NYUSPS provides a significant global competitive advantage for the agency, as employees will be guest lecturers in NYUSPS classrooms, and will work closely with the next generation of industry talent. It will provide a window into relevant, current trends and the opportunity to engage in experiential learning activities such as site visits, field observations, and other related events.

“Gen Z has outpaced millennial spend with their unique buying habits. They spend their free time online looking for engaging conversations around brands and thrive from collaborative engagement,” said Karyn Rockwell, CEO of FCB NY. “This is why we are committed to ‘Future First.’ Our new partnership with NYUSPS is perfect for our agency—we are receiving firsthand information from this distinct target demographic, with students from all over the world, and are gaining an invaluable business lens through which to better serve our clients.”

This new venture also creates a diverse talent pipeline for FCB NY, from the highly diverse NYUSPS student population. Businesses that seek to grab the attention of the “always on,” mobile-focused Gen Z— and turn them into loyal customers—must provide interactive and personalized experiences that are current with the latest digital advances.

“FCB NY has deep roots in NYC, helping to build some of the world’s most iconic brands, including Amtrak, LG Electronics, FDA’s The Real Cost, and NIVEA. Putting our students to work with FCB on these kinds of accounts through this new course, illustrates the powerful brand of 21st century, applied professional education that NYUSPS is offering,” concluded Dean Di Lorenzo.


About 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).

About the NYU School of Professional Studies

Established in 1934, the NYU School of Professional Studies ( is one of NYU’s several degree-granting schools and colleges, each with a unique academic profile. The reputation of the School of Professional Studies arises from its place as the NYU home for study and applied research related to key knowledge-based industries where the New York region leads globally. This is manifest in the School’s diverse graduate, undergraduate, and Professional Pathways programs in fields such as Accounting, Finance, and Law; Applied Health; Arts, Design, and Film; Creative Cities and Economic Development; English-Language Learning; Entrepreneurship; Fundraising and Grantmaking; Global Affairs; Hospitality and Tourism Management; Human Resource Management and Development; Languages and Humanities; Management and Systems; Marketing; Project Management; Public Relations and Corporate Communication; Publishing; Real Estate, Real Estate Development, and Construction Management; Sports Management, Media, and Business; Translation; and Writing.

More than 100 distinguished full-time faculty members collaborate with an exceptional cadre of practitioner/adjunct faculty members and lecturers to create a vibrant professional and academic environment that educates over 5,000 degree-seeking students from around the globe each year. In addition, the School fulfills the recurrent professional education needs of local, national, and international economies, as evidenced by nearly 28,000 Professional Pathways enrollments in Career Advancement Courses and Diploma Programs. The School’s community is enriched by more than 31,000 degree-holding alumni worldwide, many of whom serve as mentors, guest speakers, and advisory board members. For more information about the NYU School of Professional Studies, visit