Inside DRAFTFCB

We work not as separate entities, but rather as a wheel, with disciplines moving and creating in unison through every phase of development, from strategy to execution. It's the most efficient way to get results.

This is our litmus test for generating great work. It's a process that welds together creativity and accountability to produce ideas that deliver a return, all within the short window of time consumers give us to totally engage them with a client's brand.

Over 1,000 interviews gave us an average engagement time between consumers and brand messaging of 6.5 seconds. It’s a brief window of opportunity and we may not get a second chance. We have to make our message count.

Delivering the 6.5 Seconds That Matter^SM drives every aspect of our structure, culture and process. There is no time to waste, no way to separate creativity from accountability. We all work with a common focus to bring to life the 6.5 Seconds That Matter with ideas that make consumers lean in and engage with our clients' brands, ultimately providing our version of R.O.I.—a Return on Ideas^SM. This is our measure of success in terms of how we change the decision-making process in favor of our clients in three key areas: Consumer Attitudes, Brand Metrics and. most importantly, Sales.