Publicis Groupe is bolstering its “Power of One” proposition by uniting Leo Burnett and Publicis Worldwide under the brand Leo.
The group claims that at a time when global brands and challenges require outsized creativity to drive scaled transformation, personalised content and connected brand experiences, Leo is designed to deliver solutions for the world today.
An expansion and redesign of the Leo Burnett logo, Leo combines 8,000 creatives from Leo Burnett and 7,000 from Publicis Worldwide, across 90 countries.
Publicis Groupe CEO Arthur Sadoun commented: “I have had the privilege of leading both Publicis Worldwide and Leo Burnett. Since then, other iconic names have disappeared, but I have never believed that creative efficiency should mean fewer brands and fewer operations. It is about big ideas from creative minds that are nurtured by strong agency culture, to have an impact on our clients’ business.
“In today’s world it is also about more collaboration and more access to capabilities. That’s exactly what Leo stands for. By unifying the spirit and talent of these global creative communities, Leo will be bigger, stronger and on more doors than ever.”
Leo is led by Marco Venturelli and Agathe Bousquet, who will act as co-presidents, and chief strategy officer Gareth Goodall.
Together they are responsible for Leo’s global creative community and culture, that will be activated at the country level through the Power of One, ensuring the creative thinkers and makers have direct access to the Groupe’s data, tech and media assets.
Publicis Groupe Canada CEO Andrew Bruce will also take on the additional role of chairman of Leo North America.
Leo constellation joins Publicis Groupe’s creative roster, alongside Saatchi & Saatchi, LePub, BBH, Fallon and The Community, as well as Le Truc, claimed to be the only creative collective operating at holding company level.
Publicis Groupe global CSO Carla Serrano said: “Through Leo we are doubling down on our strategy of strong creative brands, connected to the industry’s only data, media and tech ecosystem. With Publicis as the global group brand we all rally to, we are now accelerating on the Power of One, turning two networks into one constellation.”
Leo co-president Agathe Bousquet, who is also president of Publicis France, added: “At Publicis, we have demonstrated time and again the power of the Power of One. Leo’s global spirit will live and breathe at the local level, with outstanding creative and strategic talent turbocharged by best-in-class data and technology through our country model, to create truly bespoke models for its clients.”
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