Burnett Ready for Dot-Com Wars

Agency Secures Toys R Us’ Online Venture, Closes In on Art.com
CHICAGO–With one “dot-com” win in its pocket and another expected shortly, Leo Burnett has shown itself prepared to take on advertising’s biggest fin de sicle trend.
The agency and its Starcom Worldwide media unit recently picked up agency of record responsibilities for www.toysrus.com, the e-commerce site of retailer Toys R Us. Separately, Burnett is believed to be the leading contender for Art.com’s $20 million account. For an agency once criticized for being slow to change with the times, it’s a sign the importance of Internet advertising has not escaped Burnett’s notice.
“As the media changes, it’s obvious we have to be a part of it,” said agency executive vice president and managing director Myron Lyskanycz, who has been leading Burnett’s Internet charge.
Toys R Us awarded its $70 million “bricks and mortar” retail ad account to Burnett and Starcom in May, but that...