Leonardo brand to remain in creation of iLeo network

LONDON - Direct marketing agency Leonardo is to keep its name and will continue reporting to Leo Burnett in London when it becomes part of the iLeo network.

ILeo is the new network that will unite all Leo Burnett's direct marketing and digital agencies. Bant Breen, former head of digital operations at Leo Burnett in London, has been named as the regional director of iLeo in Europe. However, Steve Barton, CEO of Leonardo, was at pains to point out that he will not be reporting to Breen, but continues to report to Bruce Haines, group chairman of Leo Burnett in London.

Barton said: "The Leonardo brand will stay. Nothing will change. We will have the same people and offer the same product."

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 customers 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."

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