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Burnett’s New LeoShe Unit Examines How Women View Themselves and Brands
CHICAGO–In line with the ongoing restructuring of its operations, Leo Burnett has created a new internal unit, LeoShe, to research issues of primary interest to women.
The unit’s core team consists of four agency vice presidents representing three different disciplines: creative director Jeanie Caggiano, planning director Denise Fedewa, senior planner Cherri Patel and account director Susan Wayne. They report to executive vice president Mary Bishop, managing director of the Burnett mini-agency that includes Procter & Gamble and Eli Lilly & Co.
In announcing the plan last year to reorganize Burnett into seven mini-agencies, chairman Rick Fizdale also said the agency would seek ways to gather the marketing expertise and research the agency has accumulated and find ways to make it more useful for clients.
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