It’s not merely a symbolic change; the agencies affiliated to the network have also signed new contracts with IPG that ensure their status is on a par with other agencies in FCB Worldwide’s global network.

In addition, the new contracts link the agencies more closely with the head office and, as a result, all agencies in the network have added the prefix ‘FCB’ to their names.

Further, the coordinating agency in the network will be renamed FCB Connect, with Philip van Rensburg continuing as managing director. Van Rensburg also has the support of the FCB group exco through Eric D’Oliveira, managing director of FCB Cape Town, whose exco portfolio includes FCB Connect. Brett Morris will continue to hold CEO responsibility for all FCB agencies on the continent.

At the press conference held in Johannesburg on Thursday, 19 November, Morris stressed that the change is far more than “just a rebrand”.

He says it represents an important philosophical paradigm shift which puts all agencies on the continent on an equal footing with their global counterparts, and heralds a more symbiotic relationship between the African agencies.

“As an African, I am thrilled that we have unified our business in Africa in this way,” says Morris. “Requiring all agencies within the network to commit to the same contract not only highlights the importance of individual markets within Africa, putting them on a par with their international counterparts underlines how valuable Africa is as a market for the global FCB business.”

Morris continues; “Strengthening the links between Africa and the FCB Worldwide in this way also commits FCB Worldwide to enhanced levels of support for agencies and their clients on the continent, and will spark a new era of collaboration between these agencies and others on other continents.”

“On a personal level, I cannot tell you how excited I am by the new challenges I see facing the network, and I am honoured to lead FCB Africa, engage with its teams and clients, and work hand-in-hand to positively influence the future for our mutual benefit,” he says.

“I see us exchanging ideas more regularly, sharing knowledge and best practice on a daily basis, exploring options and building new teams. At the end of the day, this is the communications industry, and those that work in it want to be challenged – creatively and strategically. This is set to take us and our clients to a whole new level,” concludes Morris.

The FCB network is one of the oldest on the continent starting almost 90 years ago in South Africa, with Broughton Advertising in Zambia becoming the first agency outside of South Africa to join the in 1995.

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