Toronto-based Rivet has rebranded as FCB/Six and is growing its staff roster, including with the opening of a new office in Montreal in the near future.
The changes are being made to further boost the agency’s analytics and data offerings, says Tim Bowen, CEO of FCB Canada, the parent of Rivet (now FCB/Six).
“The rebranding is a reflection of our focus on data-first in creative,” says Bowen. “It represents our approach of mashing data and technology to deliver creative ideas.”
The number six in the new FCB/Six name represents “six key moments of connection” that the agency uses for customer engagement, Bowen says. He wouldn’t name the six moments, however, citing competitive reasons.
Rachelle Claveau will continue to head FCB Montreal, while FCB/Six in Toronto and Montreal will be managed separately by president Andrea Cook.
Cook says their role is to help brands better compete in today’s data-driven, digital environment.
“A data-first creative group, FCB/Six has the talent, leadership and know-how to turn our client’s customers into loyalists and their marketing departments into profit centres,” said Cook, who became president in January.
Since then, she has hired 22 people, doubling the size of the agency as it prepares for its rebranding and expansion.
Recent hires include Ian Mackenzie as executive creative director, Kim Farwell as senior vice president of strategy, Jacob Ciesielski as vice-president of data and technology, Vicki Waschkowski as vice president and group account director and Krystle Mullin as associate creative director.
The agency now has 57 people in Toronto and plans to put six-to-nine people in Montreal.
Some of its clients include CIBC, Janssen U.S., Purolator, Ontario Tourism Marketing Partnership Corporation, and Nestlé.
FCB Canada is part of the global agency FCB (Foote, Cone & Belding), which is part of the Interpublic Group of Companies listed on the New York Stock Exchange.
