FCB Expands Branded Entertainment Offering to U.S.

FCB&FiRe adds offices in Austin and Miami

Sergio Alcocer's agency Rest of the World is partnering with Rodrigo Figueroa Reyes' FCB&FiRe. FCB&FiRe

FCB&FiRe, the branded content offering created by the alliance of FCB and FiRe Advertainment in Latin America earlier this year, is expanding to the U.S. with offices in Austin and Miami and a new partnership with Sergio Alcocer and his agency Rest of the World.

Alcocer launched multicultural agency Rest of the World at the beginning of 2017 after serving as president and CCO for LatinWorks to “generate a positive social impact within diverse groups in the U.S.” and identified FCB&FiRe as the right partner to take the agency to the next level. Fire Advertainment was launched in Latin America over 15 years ago.

FCB&FiRe president and CEO Santiago Puiggari announced news of the expansion today.

“I have followed the successes of [FCB&FiRe founder and CCO] Rodrigo Figueroa Reyes and FiRe Advertainment—and now FCB&FiRe—for many years,” Alcocer said in a statement. “I am excited to partner with this incredible group of people, and to bring a unique mix of multicultural insight, brand -building expertise and audience creation know-how to a host of new clients.”

Reyes told Adweek that FCB&FiRe is unique as “the first branded entertainment agency network with offices in 10 cities around the world,” adding that Alcocer is “a creative legend with more than 25 years of experience in the country” who will help bring FCB&FiRe’s approach to the U.S.

“Opening FCB&FiRe USA is a natural expansion of a network that wants to be part of the most important market in the world, plus several clients wanted to work with us here,” he added. “We will develop our own formats, express them in various platforms, as well as bring to the USA some of the things we have done successfully in other markets: TV Shows, musicals, sport events, TV programming, etc.”

FCB&FiRe’s new offices will provide multicultural branded content for existing FCB clients, including Coca-Cola Netflix, Clorox, Fiat Chrsyler, Beiersdorf, Deutsche Bank and Bimbo. FCB&FiRe currently has offices in Buenos Aires, Santiago de Chile, Lima, Quito, Bogota and the Dominican Republic.

U.S. operations will be based out of Austin, with Miami facilitating connections to FCB&FiRe’s Latin American operations. It will initially comprise a staff of around 20, with support from across FCB&FiRe’s network.

“I have been excited about the possibilities for our network on the branded entertainment front with FCB&FiRe since launching in Latin America under the leadership of Rodrigo and Santiago,” FCB worldwide CEO Carter Murray said in a statement. “To now bring this unique offering to the U.S. gives even greater depth to the solutions we can deliver clients in this important market.”

“Nowadays brands need to connect with their customers by demonstrating their values, making clear what they believe in and doing what they stand for. It is no coincidence that FCB&FiRe waited to launch in the USA until now,” Reyes explained. “We were waiting for the right moment when brands finally understand that branded entertainment is not just a ‘good to have’ in their marketing mix, but a great opportunity to express their brand purpose in an original and relevant manner.”

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.
@kitten_mouse lindsay.rittenhouse@adweek.com Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.