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CHICAGO — Leo Burnett Technology has changed name to LB Works, the third name in two years for the unit.
“It’s an evolution based on how the market’s changed,” said Jeff Jones, president of the unit. “The days of small, niche, tech marketing agencies are gone.”
The unit’s origins are as an independent company, Total Focus Approach. When TFA’s then- CEO Sean Bisceglia sold the unit to Burnett in the mid-1990s, the name was changed to TFA/Leo Burnett Technology Group.
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