NEW YORK CITY – June 25, 2025 – FCB New York has announced that Emma Armstrong, already serving as CEO of its flagship New York office, is taking on a strategic new position as Global Transformation Officer. This expansion makes Armstrong the first FCB leader to hold this combined, dual-hatted role.
A Dual Mandate: Local Leadership, Worldwide Impact
In her newly minted position, Armstrong will maintain her responsibilities at FCB New York while partnering directly with Global CEO Tyler Turnbull. Together, they’ll spearhead a unified transformation initiative aimed at future‑proofing FCB’s global operations by scaling innovation, aligning systems, and reinforcing creative excellence across its international network
The Vision: Innovation Meets Operational Agility
This newly created role puts Armstrong at the heart of building and deploying systems that catalyze creativity and growth. She’ll lead efforts to modernize operations, surface market-proven innovations, and integrate global capabilities—ensuring that each office can learn from and contribute to a shared ecosystem.
Armstrong said: “Transformation isn’t a side project—it’s essential to how we stay ahead of what clients need…My role is about connecting those dots to help everyone grow.”
Proven Track Record Fuels Confidence
Under Armstrong’s leadership since 2019, FCB New York has thrived:
- Tripled in size and revenue
- Added 30+ major global brands—such as Listerine, Pringles, Cheez‑It, Eggo, Johnson’s Baby, and Rice Krispies Treats
- Swept multiple top creative honors in one week: Agency of the Year at The One Show, ADC Awards, D&AD, and Clio Awards
- Topped The Drum’s 2025 World Creative Rankings, won a rare Black Pencil at D&AD, and claimed 2024 Cannes Lions Craft Agency of the Year
Global CEO Tyler Turnbull described her as “an intrepid leader, strategic systems thinker, and agile problem‑solver with a rare ability to bring simplicity to complexity,” reinforcing why she’s uniquely positioned to lead a global transformation
A Future-Focused Agenda: AI & Agile Systems
According to Adweek, Armstrong will play a central role in mapping out FCB’s AI strategy, helping the network deploy advanced technologies and link internal systems to support creativity without compromising quality FCB has already introduced an internal AI console integrating five large-language models, which Armstrong will help operationalize across the network.
Why It Matters for FCB and Its Clients
This appointment underscores FCB’s commitment to:
- Ensuring creativity remains an economic multiplier
- Helping client partners navigate emerging technologies and shifting global dynamics
- Scaling localized innovation into a cohesive, globally agile system
Armstrong expressed her thoughts: “By rethinking how we operate, we’re not just delivering great work, we’re building a more agile, collaborative, and future‑ready partner…”
About Emma Armstrong
- Joined FCB New York in May 2019, leveraging 25+ years of leadership in digital, media, and branding
- Recognized by Adweek as a top-50 marketing leader, Campaign as a “Female Frontier Leading the Charge,” and one of Ad Age’s Leading Women
About FCB
A global network founded in 1873 and operating in over 90 countries, FCB (Foote, Cone & Belding) is part of Interpublic Group, offering full-service marketing and communications solutions
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