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. But the agency’s most significant work-in- progress might be its digital landscape.

"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.”

Perfecting the integration of data and technological advancements is, like the digital world itself, constantly evolving. But what FCB brings to that is a fearless sense of play: “We’re always inventing new things, developing new processes, and trying new tools,” says Brown. “It’s a state of ongoing investment through experimentation and exploration."

Take, for example, OLG’s Lotto Max Dream Bars. Igniting millennial and Gen Z consumers’ desire for obscure, limited edition snacks, FCB created ice-cream bars inspired by millionaire lifestyles – with names such as Designer Handbag, Private Island, Grail Sneaker and Rare Oil Painting. Each purchase included a QR code for a free lotto ticket and OLG saw a 50% lift in brand consideration from its target demographic, as well as 56 million impressions.