FCB NY
Over the past year, FCB New York has added AOR duties for Budweiser, the New York Mets and QuickBooks. That’s on top of a roster that already includes Michelob Ultra, Mike’s Hard Lemonade, Spotify and Flonase. FCB produced “McEnroe vs. McEnroe” in 2022, but raised the bar for integrating technology into its work for Michelob with “Dreamcaster,” which used a tech-enabled suit to allow a blind person to call an NBA game.
The agency also tackled inequity at the BRIT Awards for Budweiser, created the second installment of its hit “A Song for Every CMO” B2B campaign and celebrated motherhood for Centrum by reimagining a beloved lullaby.
How it’s building a better agency: “I’m very bullish on the future of agencies. We’re at an inflection point where so much of marketing has become commoditized, yet the need for great brand building that translates into measurable business growth has never been more essential,” said Emma Armstrong, CEO FCB New York. “We fundamentally believe that when you use creativity to solve real business challenges, it becomes an economic multiplier. We’re building a better agency by doubling down and delivering on that belief at every turn for our clients, and by becoming an essential partner—not just to the CMO, but the CEO and all involved in shaping the present and future of the business.”
Highdive
Between its Super Bowl work and consistently strong spots for brands such as Jersey Mike’s, Jeep, Ram and the NHL, it’s clear Highdive in its seven years of existence has become one of the best U.S. shops to call if a brand needs a 30- or 60-second spot. In 2023, the 100-person agency added State Farm, Lay’s (as AOR) and Dollar Shave Club (also as AOR) to its roster.
For Lay’s, the agency supersized a relatable science fair project, using 6,000 potatoes to power a music recording with superstar Anitta. And for Mentos, Highdive trained raccoons to recycle Mentos containers as a tongue-in-cheek reminder for gum chewers to recycle. Some of its most visible work has been for Jersey Mike’s, which has filmed endless spots with Danny DeVito, who at this point must live, breathe and eat Jersey Mike’s.
How it’s building a better agency: “Building a better agency starts with having the healthiest client relationships. At Highdive we do this by treating our clients’ business problems as our own and telling it like it is… even when it’s hard. When we have relationships free from ego, fear and negativity, the creative parts of our brains flourish. This leads to powerful creative, more motivated teams and better business results all around,” said Megan Lally, CEO of Highdive.
