Publicis Groupe is merging two networks, Leo Burnett and Publicis Worldwide, into “one constellation” to become Leo.
Under the new name and redesigned logo, Leo combines the global creative force of 8,000 creative minds from Leo Burnett and 7,000 from PWW, with eight agencies of the year across 90 countries and over 400 major creative awards.
In the Australian market, the changes will not impact the holding company’s structure and operations except for the change of Leo Burnett’s brand name to Leo. Publicis Worldwide will keep its brand name.
In a video announcing the news, Arthur Sadoun, CEO of Publicis Groupe, said: “We are doubling down on our strategy of strong creative brands connected to the only data, media and tech ecosystems in the industry.”
He described Leo as “a new modern creative constellation of awarded talents that brings together the human vision of the Leo Burnett Network and the innovation of Publicis Worldwide.
“Leo is HI meets AI – human insights and ideas amplified by the data and technology to do more faster, everywhere. Leo brings together the creative power of the most recognisable name in advertising with the roar of a Lion.
“Leo Burnett and Publicis Worldwide with 15,000 creative minds in 90 countries under a single leadership.”
New Leo logo
Globally, Leo will be led by the team that made Publicis Conseil the Cannes Lions 2024 Agency of the Year, 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 constellation’s creative thinkers and makers have direct access to the Groupe’s data, tech and media assets. Andrew Bruce, CEO Publicis Groupe Canada, will also take on the additional role of chairman, Leo North America.
The Leo constellation joins Publicis Groupe’s creative roster, alongside Saatchi & Saatchi, LePub and BBH, and creative hot shops like Fallon and The Community, as well as Le Truc, the only creative collective operating at holding company level.
Carla Serrano, Global CSO Publicis Groupe, 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.”
“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.” added Agathe Bousquet, co-President of Leo and President of Publicis France.
Carla Serrano, Marco Venturelli, Agathe Bousquet, Gareth Goodall
Marco Venturelli, co-President and chief creative officer of Leo, said: “We’ve never had so many tools to better understand people and connect with them. Nevertheless creativity still is, and forever will be a messy human process. Leo will be a true global community of creative and strategic talents, connected together for a more human way of creating at scale.
Sadoun added: “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.”
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Top image: Arthur Sadoun