Leo Burnett realigns direct agencies globally

LONDON - Leo Burnett Worldwide is to rebrand and realign its direct marketing and digital agencies globally under the iLeo name, which will operate independently from its advertising agency Leo Burnett.

Leo Burnett realigns direct agencies globally

In the UK, Leo Burnett's associated direct agency Leonardo will not change its name, but will become part of the iLeo network. Steve Barton will continue as CEO, reporting to Leo Burnett group chairman Bruce Haines in London.

The move will see Bant Breen, the former digital communications director of Burnetts London, take the role of regional director for Europe, Middle East and Africa. Breen left his role at Leo Burnett in London in 2000 to take up a global role in Chicago.

Other countries where operations will be affected include the US, Germany, France, Spain, Japan and Australia.

Earlier in the week parent company Publicis Groupe announced that it was closing the D'Arcy network and folding its clients and staff into the three other international advertising networks it owns, Leo Burnett, Publicis Worldwide and Saatchi & Saatchi.

In the US, the agencies Chemistri and LB Customer Group will be folded into iLeo. The North American operation will be headed by Peter Steinhauser, who takes the role of president and CEO.

Sumeet Kanwar will serve as regional director for South-east Asia, and the Latin American unit will be headed by Giacomo Zandomenego, group president of Leo Burnett Latin America.

Steve Gatfield, chief operating officer of Leo Burnett Worldwide, said: "The mission of iLeo is to create customer and customer value. The company's sweet spot is to bring an understanding of the customer together with the relevance and potency of the communication."

He added: "We have assembled leading talent from the direct and digital marketplace and organised them under iLeo to effectively deliver these specialised services at the speed and cost that clients demand."

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