Burnett Drops ‘TFA’

With a simple name change, the agency formerly known as TFA Communications attempts to shake the last vestiges of its identity as an agency solely dedicated to business-to-business, high-tech clients.

As part of a plan to group its consumer high-tech clients with its b-to-b roster, Burnett has dropped the TFA initials from its Leo Burnett Technology Group. The change is intended to signal a shift in the way Burnett approaches high-tech businesses, said Sean Bisceglia, who will remain CEO of the unit.

“We’re changing our name to have the market better understand who we are,” said Bisceglia. “Burnett’s ability to attract and win technology business is now clear. If [a technology client] calls Burnett, they’ll know exactly who they’re getting.”

Since acquiring TFA Communications in 1998, TFA/Leo Burnett Technology Group has focused mostly on emerging technology and business-to-business marketing. The realignment is expected to give the unit more access to established, consumer-oriented high-tech clients, Bisceglia said.

“We will be pitching both business-to-business and business-to-consumer clients under this technology group,” he said. “We’re not focusing on emerging technology clients any more.”

The name change, which had been expected for some time [Adweek, June 7, 1999], is part of a string of changes to bring the unit closer to Burnett. Last August, Bisceglia was named to the agency’s U.S. board.

“[The moves] bring more clarity and integration to the Burnett company,” he said. “It’s clearly indicative that Leo Burnett is dedicated to winning technology business.”