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FCB Worldwide undergoes organisational restructuring
MUMBAI: Marketing communications firm, FCB Worldwide, is replacing its regional-centric structure, in both the US and international operations, with what it is calling, global centers of excellence.
The company says, that the new structure will increase the autonomy of the operating offices while producing significant cost savings that can be reinvested in areas of the business that will enhance FCB’s offering to clients and help generate growth in the individual offices. Importantly, the new structure will help foster and facilitate an overall focus on the quality of the global creative product.
The FCB Centers of Excellence will initially include India, Brazil, Mexico, Puerto Rico, the UK and other countries. All the FCB Centers of Excellence meet the overall criteria of 1) Global client base. 2) Fully integrated offering. 3) Strong local market position. 4)
Excellent creative product. 5) Superior local management.
FCB Worldwide president and CEO, Steve Blamer, says, “Today’s global marketplace is changing rapidly. Old school agency networks and structures simply don’t work anymore. Agency networks need to adapt. Our global clients want better integrated creative solutions and a delivery system that makes it happen. The most significant element of this new structure is that it will allow us to target our resources closer to where they’re of most value to our global and local clients.”
In conjunction with the restructuring Blamer has named, Rafael de Guzman, as FCB International president and CEO who will report directly to Blamer. Gene Bartley, CEO of North America,will be retiring in January 2006 as planned. the Asia/Pacific & Africa CEO, Ben Barnes, and Europe/Middle East CEO, Scott Hollingsworth, will be leaving the company to pursue other interests.
The company says, that the newly established Centers of Excellence outside of the US will be overseen by de Guzman. . Blamer will directly oversee all US operations. Blamer added, “Rafael’s past successes have clearly demonstrated that he has the energy, vision and skill base necessary to lead FCB’s global efforts going forward”.
The leaders of the Centers of Excellence will form an international management board reporting directly to de Guzman and will help coordinate global and regional clients and pitch new ones.
MAM
Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
