Bruce Haines kicks off restructure at Burnett

Bruce Haines has instigated his first significant changes at Leo Burnett since being made the group chief executive in February.

Haines, who took over from Stephen Whyte in an expanded role, has restructured the agency in a bid to make Burnett more integrated.

The restructure will see each account being run by a communications director and a planning director, in a bid to offer a more media-neutral approach.

Working beneath the communications director is a project manager, whose role is to liaise across the disciplines to find the best creative solution for each of the clients.

Haines stressed that senior clients will now have contact with only the most senior people on their account.

As part of the restructure the executive planning director, Mark Stockdale, takes on the new role of executive director of strategic consultancy.

Stockdale will lead the planning department, now christened Leo IQ, which is made up of planners, consultants and researchers.

Leo IQ is to develop and supply strategic thinking across the entire agency.

Stockdale will work closely with Miranda Forestier-Walker, who has been promoted from head of planning to executive planning director.

The creative directors of the various Leo Burnett divisions - Gary Sharpen at Leonardo, Marcus Vinton at Spring and Joakim Jonason at Made - will now work as a collective under the executive creative director, Nick Bell.

Bell takes on an expanded role as the group executive director.

"Many agencies talk about delivering integrated communications or through-the-line solutions, but without fundamentally rethinking the whole process it's impossible to do this effectively, Haines said.

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