Coaching boosts creativity and career growth at FCB

Foote, Cone, & Belding (FCB) is an award-winning advertising agency with the ethos that “the best part of a brand’s story is never finished.” The 700-person company based in Chicago aims to create big transformative ideas that drive change for brands around the world.

FCB’s business relies on its people to provide innovative, thought-provoking partnership to its clients. Creative, big, transformative ideas are only possible when FCB’s people feel they have the resources and support they need to grow, belong, and flourish.

FCB set its sights on supporting high-potential and diverse talent by providing their team with coaching that would help them grow both inside and outside of work. With dedicated coaching, these leaders – at all levels – could develop the skills and habits that would not only help them grow their careers, but also mitigate burnout, contribute to a sense of balance, and boost their communication capabilities.

In partnership with BetterUp, FCB rolled out 1:1 and group coaching to 200+ employees, empowering them to take ownership of their own self-development and career growth.

FCB also leveraged BetterUp to help advance its mission to create a more inclusive environment, incorporating 1:1 and group coaching opportunities into its Intentional Inclusion program. For ERG leaders, group coaching provided an opportunity to connect with colleagues on similar missions across the organization, learning from and supporting one another with the guidance of a dedicated Coach.

On average, employees who worked with BetterUp experienced the following growth: 

To-date, FCB’s BetterUp members have experienced development in the areas that drive career growth and build leadership skills. Most notably, members overall saw a 34% increase in stress management, as well as a 27% improvement in focus and prioritization skills, and 16% growth in the ability to solve problems critically. Nearly 80% of members rated their BetterUp experience as “Amazing” or “Life-changing.”

By incorporating access to BetterUp in its inclusive culture programs, members saw increases in the six behaviors for inclusive leadership, including: alignment, empathy, encouraging participation, recognition, relationship building, and social connection. Ultimately, those who took part in group coaching experienced a 14% increase in feelings of belonging at FCB.