Fizdale Says Burnett Was 'Slow To Change'

The restructuring of Leo Burnett’s domestic operations now under way was needed because the agency has been “a victim of our own success,” Rick Fizdale, its chairman and chief executive officer, said last week.
Speaking at a Chicago Advertising Federation luncheon, Fizdale said Burnett is substantially altering its shape, including dividing into seven mini-agencies, because it did not make changes over the past decade, when many other major shops were re-engineering themselves to meet clients’ shifting needs.