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It’s common for agencies to go to outlandish lengths for their clients, but Art.com president William Lederer reversed that when he awarded his company’s $15-20 million account to Leo Burnett and Starcom U.S.A.
After a review that included Ogilvy & Mather in Chicago, Messner Vetere Berger McNamee Schmetterer/Euro RSCG in New York and Mullen in Boston, Lederer shaved his head. He said the
gesture was an homage to Steffan Postaer, who sports a cue-ball cut himself and will be the
creative director on the business.
“Burnett promised a breakthrough campaign and I said if they delivered I would shave my head just like Steffan,” Lederer said.
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