Made splits up from Leo Burnett in bid to land smaller clients

Leo Burnett has sold Made, its second-string advertising agency, to Joakim Jonason, the head of the agency.

The agency, which specialises in lifestyle and fashion, opened in May last year with the founding clients Stefanel, the Italian fashion brand, Bjorn Borg underwear and the designer J Lindeberg. However, it has failed to capture any big-spending ad accounts.

Jonason, a former creative director at Euro RSCG Wnek Gosper Partners, and Made will relocate to new premises. However, Made will retain an affiliation with Burnett that will allow it to use the agency's resources at a special rate.

A spokeswoman for Leo Burnett said the split was amicable and that both parties felt Made would be more successful in attracting small- and medium-sized clients if it was set up independently.

Simon Moore, a former consultant from Agency Assessments International, is a founding partner and Emma Trotman, the former marketing director at Euro RSCG, and the art director Tove Langset joined as the agency's first employees.

Jonason joined Burnett to work on Made in January last year. He left Euro RSCG when it lost the £40 million Citroen account to Partners BDDH.