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The name game Daniel Lord founded the earliest incarnation of True North, which eventually became Foote, Cone & Belding, one of the top advertising agencies in the world since the 1940s. In 1990, FCB initiated its ill-fated alliance with Paris ad firm Publicis. CEO Bruce Mason took the helm the following year, and began restructuring the firm. The company began purchasing outside agencies, and Mason created parent company True North in 1994. Over the next few years, TN purchased 26 companies in the U.S. and abroad, opened a number of new offices, and spurned an offer for a merger with Interpublic Group, another industry giant. It also founded TN Technologies as a holding company for its interactive groups. Meanwhile, TN's relationship with Publicis was headed down the toilette. After a bitter two-year court battle to end the alliance, True North found itself fighting a hostile takeover attempt by the French corporation. This was sparked when TN announced its intention to merge with Bozell, Jacobs, Kenyon & Eckhardt (BJKE). The merger, completed in December 1997, doubled True North's size and added to its impressive stable of PR and advertising agencies. Since that acquisition, True North has picked up 20 more companies worldwide. Bigger and better TN is now the world's sixth-largest advertising holding company in the world, with more than 300 full-service advertising agencies operating under its various divisions. The big news of 1999 was the folding of Bozell Worldwide into FCB Worldwide, creating the fifth largest ad agency in the world. Bozell will still operate at a national level, but has handed over its international accounts and offices, as well as a pair of California offices. True North now also owns BSMG Worldwide -- one of the top 10 PR firms in the country. In addition, the company boasts ownership of top brands in the healthcare communications and directory service industries. In mid-2000, FCB Healthcare of New York absorbed many offices of sister company Bozell Global Healthcare, both internationally and in the States. Much like the folding of Bozell Worldwide into FCB Worldwide, Bozell Global Healthcare will continue to operate on a smaller level as a second healthcare agency for TN. In late 1999, TN partnered with Coleman Advertising, a leading African American ad agency, in an attempt to target minority markets. The True North Diversified Cos. calls the alliance the New America Strategies Group, which hopes to reach the black, Hispanic, and Asian American markets. Other agencies included in the alliance are SiboneyUSA, a leading Hispanic agency, Imada Wong Commnications Group, which targets the Asian community, and Stedman Graham & Partners. Finally, the company's TN Technologies (already a leading force in the industry) is now also a leading force in interactive media, with the merging of Bozell's Poppe Tyson and TN's Modem Media (two of the top three digital interactive firms), as well as R/GA Digital. The company also acquired Stein Rogan & Partners of New York at the end of 1999, bringing True North clients such as Cars.com, Apartment.com, and Flycast. In short, True North gives full-service new meaning, offering up the best of the industry in every sense.
True North's subsidiaries are leaders in their industries; consequently they are inundated with resumes year-round. An internship at an agency is a good way to get your foot in the door, and employees say referrals are always helpful, so work those contacts if you have 'em. To find out about openings, check out each company's web site, as well as industry publications such as AdWeek and AdAge. Those mags are also good for strategic reasons -- employees at Bozell & FCB recommend applying to a company when it lands a new account, "since new account wins often require hiring additional people." Agency insiders also advise the industry's Red Book, which lists all accredited ad agencies, their major accounts, and the names of HR contacts. In general these companies are looking for young "hip" talent - insiders at FCB "recommend wearing a trendy suit." They also advise candidates looking for positions on the business side to bone up on their Microsoft Word, PowerPoint and Excel skills. "Many people have been passed over for not knowing PowerPoint," says one insider. Besides basic computer knowledge and a general understanding of the industry, entry-level applicants to media and account management divisions don't need much technical knowledge. On-the-job training is typical. For creatives, however, "it's damned near impossible to get an interview unless you have a superb portfolio." Interviews usually start with a screening by HR, followed by one or two rounds with members of the department you're being considered for. Finally, candidates may have to take a writing test, depending on the position they apply for.
Progressive company Life at each subsidiary is bound to be different, but across the board, employees describe True North as "one of the most progressive companies to work for." TN companies offer the usual in terms of benefits, including health insurance, dental, and a 401(k) plan. Employees also get "tons of freebies" from clients and magazines, "decent vacation," and "some agencies offer free Friday afternoons in the summer." Those in media and account management usually dress business casual; for creatives, the dress code is at best "informal," at worst, "nonexistent." Employees at Foote, Cone & Belding say "it's so laid-back, it's not even funny." One Bozell insider sums up pretty well: "It's all at once pretty wacky and buttoned down." Get ready to work No matter what they're wearing, insiders say they're all working hard. "Ad agencies in general tend to be intense in terms of workload," reports one Bozell employee. "Long hours are not unusual," another agrees, "I have been here past midnight more times than I can count in the past three years." "However," she adds, "the upside is that when there isn't a project happening, long lunches and early days are quite common." Though salaries are "not that exciting" for entry-level jobs, it gets better as you move up the ranks. "I'll be honest -- the pay stinks if you have no experience," admits one insider. "But it's a good way to learn and gain that experience."
Human Resources
MacManus Group;WPP Group More Company Profiles For more career information, go to Vault.com ©2000, Vault.com Inc
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