FCB has announced a new operating structure for its North American operations, appointing former Canadian leader Tyler Turnbull to the newly created role of North American CEO.
The appointment is among a series of personnel and structural changes for FCB, including a planned global rollout of its born-in-Toronto creative data analytics agency FCB/Six next year.
According to FCB, the personnel changes are designed to provide clients with greater access to talent, capabilities and stronger integrated solutions. But it also noted in an announcement that the new operating structure will provide “efficiencies.”
“Giving clients access to the best people and expertise tailored for each assignment, regardless of which office they call home base, we see as mission critical to delivering great creative that drives real business success,” said FCB Worldwide CEO Carter Murray in a statement. “Tyler and this leadership team bring a track record of impressive results that I am confident, when combined with this structure, will unlock tremendous growth for our clients and us.”
The changes officially take place on Jan. 1, with the leadership changes taking effect immediately in order to ensure what FCB called a “smooth transition and a thoughtful implementation plan.”
Turnbull joined FCB Toronto in 2014, and is credited with transforming it from what the announcement described as an “agency in decline” to a leading shop, with client wins including BMW, Home Depot and BMO. In May, he was named group CEO in charge of FCB’s New York and Canadian operations, including Toronto, Montreal, FuelContent and FCB/Six.
He was also responsible for the integration and U.S. expansion of FCB/Six, which launched in Canada in 2016 and subsequently opened a New York office. The network described FBC/Six as a “key priority offering” for the new North American structure, and noted that it plans to scale it globally in 2020. FCB also identified its shopper marketing agency FCB/Red as the other key priority in its revamped structure.
FCB/Six picked up multiple Lions in Cannes this year, including a Grand Prix in the Creative Data Lions, for its “Go back to Africa” work on behalf of the travel and lifestyle company Black and Abroad. FCB as a whole won 51 Lions in Cannes, a record for the 146-year-old network.
“I am honoured and humbled to be entrusted with leading FCB’s next growth chapter in the market where it was born almost 150 years ago,” said Turnbull in a statement. “It’s a move that will benefit all our clients for the better, and one that will harness the collective power of our more than 1,500 talented people in the region across one of the most impressive integrated creative-agency brand offerings in the world.”
FCB is also promoting Mark Jungwirth from chief financial officer of its Chicago office to North American CFO, while Kelly Graves is being promoted from Chicago CMO to president. Both have been “instrumental” in the office’s success, and will work closely with Turnbull said the network in the release.
FCB also announced that FCB Chicago CEO Michael Fassnacht will leave the network by the end of the year after spending nearly 10 years leading the network’s founding office. During Fassnacht’s tenure, FCB Chicago won more than 40 Cannes Lions and became known for its diverse talent mix, including more than 60% female leadership.
