According to managing director, Eric d’Oliveira, to add further depth and scale to its experiential and activation business, it has created a specialist department – FCB X.
And, in a move that will benefit marketing and advertising students as well as provide the agency with additional insights into consumers, it has launched FCB Nite.
“The FCB Nite initiative is truly exciting,” he said.
“FCB Cape Town will partner with advertising schools in Cape Town to bring 3rd year students into the agency between 18h00 and 22h00. We’ll provide dinner and the tools they need to work on briefs already in the FCB system. Should the ideas they generate have legs, they’ll be taken into the full creative process and developed further in conjunction with FCB’s creative teams.
“It’s a win-win situation – the students gain valuable work experience and begin building their networks within the industry; FCB and its clients get – we hope, valuable – input from one of the most important groups of people shaping our world today, the Millennials.”
D’Oliveira added that FCB X has hit the ground running: “More and more, we see a need for unexpected and unique experiential events and experiences that build and enhance our clients’ brands.
“Intimate relationships between these brands and consumers are highly-effective; and FCB X is skilled at delivering these. We anticipate this to be one of our fastest-growing areas of business in 2017,” he said.