FCB describes itself as an agency that's "never finished." There's always further to go creatively, more dynamic ways to work, and deeper insights to be made.

"Our goal isn’t just about disruption,” says FCB’s CSO Shelley Brown. “Instead, we understand what people are trying to accomplish—then how our brands can be a part of that.”

“We’re able to understand human behavior in an authentic environment, rather than have people sitting in a focus group,” notes Brown. “We can understand their actions and interests, what they’re engaging with, and what they care about. That allows us to bring brands into a relationship with people in a completely new way.”

Indeed, the agency’s top campaigns have capitalized on cultural and societal insights.

For the Canadian Down Syndrome Society, it connected jobseekers with mentors via LinkedIn; turned rainbows into donations that benefitted 2LGBTQ+ organization Rainbow Road for BMO; promoted visibility for neurodivergent athletes in Adidas’s “Runner 321” campaign, and improved commuters’ mental health with Corona’s “SunBrew.”

“At our core, we want to unlock unique possibilities for our clients that our competitors can’t,” says FCB's CEO Bryan Kane.