Burnett reshuffles staff for StarCom launch

Leo Burnett’s media department has carried out a major staff reshuffle in preparation for its launch as a standalone media brand, StarCom, at the beginning of April.

Leo Burnett’s media department has carried out a major staff

reshuffle in preparation for its launch as a standalone media brand,

StarCom, at the beginning of April.



The agency has promoted its TV buying director, Matthew Blackborn, to

the new position of head of negotiations, overseeing Burnett’s deals

across all media.



At the same time, Burnett is losing its broadcast director, Andy

Zonfrillo, to MindShare, where he will take over as TV buying director

working alongside the agency’s newly appointed TV planning director,

Edward Lloyd-Barnes.



Burnett is now hunting for a top-level broadcast director to replace

Zonfrillo and raise the profile of its television trading capabilities

as it prepares to compete as a standalone brand.



Burnett’s joint media directors, David Connolly and Richard Beaven, will

take over as joint chiefs of the new operation.



The Burnett media people are regrouping into a single unit and

relocating within the Burnett building in Sloane Avenue, London, taking

over their own floor, which will be rebranded as StarCom.



The agency is also looking for a marketing director to help position the

StarCom brand in the market and launch a new -business effort.



StarCom will launch with billings of pounds 145 million and a place just

outside the top 15 in the media league table. Its main clients include

Procter & Gamble, McDonald’s and United Biscuits.



The agency was originally to launch as a merged operation with MediaVest

as part of a global alliance with MediaVest’s parent, MacManus. Talks

between the two parties broke down last autumn.



Since then, Leo Burnett has held talks with Tempus, which owns CIA

Medianetwork, although there are believed to be some cultural

differences between the two companies. However, such a marriage has not

yet been ruled out.



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