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FOR DRAFTFCB, 2011 will not start off with a proverbial bang, as S.C. Johnson, its major client of 58 years, plans to review its $1 billion marketing accounts for its entire global brand.

Draftfcb has handled advertising for many of Racine-based S.C. Johnson brands, including Pledge, Windex and Raid. Incumbents, which include RG/A, Ogilvy and Mullen, will be invited to participate in an agency review (gulp) early next year.

“You win some, you lose some” is a philosophy equally applicable to Chicago advertising as it is the city’s sports teams.

Consider: The little-known Jones Agency in 2007 came from left field to win the Cubs ticket sales campaign from Draft (pre FCB merger), which had the account for one year at that point. And now it’s Draftfcb’s turn at bat again.

Jones president and executive creative director Scott Maney says, “It’s been a great experience,” another philosophic statement that covers all bases.

Any substantial, new advertising account that lands in Chicago these days is a reason for rejoicing and DraftFCB’s winning MillerCoors’ Miller Lite was reason to break out the, well, Miller Lite and celebrate.

Its reported billings of more than $100 million are a good start in making up for the heavy hits the Chicago ad business has taken in the past three years.

The MillerCoors’ account moved over after two years at Bartle Bogle Hegarty, New York. BBH and DraftFCB had been competing for assignments on the brand since late last year.

Two DraftFCB commercials led the 43rd Hugo Awards last week, where Chicago ad agencies dominated the awards, marking a nice change from Chicago’s near invisibility in other competitons, with notable exceptions, of course.

The Hugo Awards, the television component of the Chicago International Film Festival, were presented before a sell-out audience at the Cultural Center.

DraftFCB’s corporate identity spot, “Babysitter,” won the Audience Choice Award as voted by 100,000 viewers of Ch. 11’s “Image Union,” which screened all spot finalists.

Putting aside the sonic boom resulting from Wal-Mart’s abrupt decision to end its business with DraftFCB before it began, broadcast production chief Michael Davis is very upbeat about how the new broadcast production department is shaping up and the agency’s future.

“Nothing has changed in our outlook towards present and future clients,” he said, with nary a glance back at what might have been.

Yes, there are new clients in the offing, but none he could talk about, of course.

The historic merger of two big agencies, DraftWorldwide and FCB, to form a giant shop under the Interpublic Group umbrella, has also created one huge production department.

The department’s new combined name is “broadcast production,” reflecting the traditionalism of FCB and emerging media, more in tune with DraftWorldwide’s flashier “below-the-line” direct marketing specialty.

Heading the 70-person department is Michael Davis, who wields the title of broadcast group director.

A THREE-MAN TEAM will head DraftFCB’s ?broadcast & emerging content department’ as its called. They are FCB producers Chris Bing and Ron Lazzeretti, and editor Steve Morrison.

Bing and Lzzeretti’s new titles are being determined, while Morrison was named SVP/director of broadcast editorial, and whose mandate is to build an internal editing department.

Morrison, incidentally, edited Lazaretti’s three acclaimed short films, “Last Day,” “Flowers,” and “Wedding Night.” which are now playing in worldwide film festivals.

Award-winning spot director and independent filmmaker Ron Lazzeretti joined FCB as SVP/creative development director, a position created exclusively for him.

“How many agencies have an accomplished director in house? Ron gives us a real edge by making our culture more creative,” said ECD Tom O’Keefe.

Added Jonathan Harries, FCB Chicago chairman/CEO: “Ron is a funny guy. He knows funny, he thinks funny and we want funny.”

In 2003, Lazzeretti and partner Ed Amaya started 59 Films, after a three-year stint at Spoke Films.