Bcom3 to Merge I-Units

CHICAGO–Bcom3 is merging its interactive units, Giant Step and Novo under the Novo banner in the U.S. and slashing staff by 30 percent, according to a representative for the Chicago-based holding company

Giant Step in May laid off about a quarter of its 230-member staff, leaving approximately 180 workers. Novo had a staff of about 300. Sources indicate that combined cuts from the two units will total about 100, some due to attrition.

The combined unit will be based in San Francisco and have offices in New York and Chicago, according to the representative. In addition, Novo will continue to have an office in Detroit.

Burnett bought a majority stake in Giant Step in 1996. In January, founders Eric and Adam Heneghan left the agency. Novo, formed in 1994, merged with Blue Marble, a unit of N.W. Ayer, then part of the MacManus Group.