Leo Creative Seeks Consistency

Miguel Angel Furones, Leo Burnett’s new worldwide deputy chief creative officer, said he wants to build on the agency’s showing at last month’s Cannes International Advertising Festival in France.

“I want this festival to keep the standards growing in terms of creativity” for the network, Furones said. Burnett had one of the best network showings in film at Cannes, winning three gold, three silver and one bronze Lion.

“The most important thing [now] is not having only several brilliant agencies in [different] countries. We want to have a brilliant network,” Furones said.

As deputy CCO, Furones will help shape Burnett’s Global Product Committee meetings, which evaluate the agency’s creative output each quarter. He will also have global oversight on Burnett’s Fiat and McDonald’s accounts.

Furones “will not interfere locally,” but will have “internal oversight” to help shape the McDonald’s message throughout the network, said Michael Conrad, worldwide creative chief.

Such global oversight is intended to give the agency’s work on one of its biggest clients a more consistent look and feel, Conrad said.

“We want to share more learning and bring what’s good about McDonald’s throughout the system,” he said. “We want to do that with more clients.”

Furones said Burnett has to work on conveying the McDonald’s experience to consumers worldwide.

Furones, 51, will work on the business with Burnett’s U.S. chief creative officer, Cheryl Berman. On Fiat, Furones will work with Enrico Dorizza, executive creative director of Leo Burnett/-Milan.

Conrad stressed that Furones’ title does not make him an automatic successor to Conrad as creative leader of the $8.5 billion global shop.

“We need more manpower within top management,” Conrad said. “Anything can follow.”

He credited Furones, who will keep his title of chairman of Vitruvio/Leo Burnett in Madrid, with turning the agency into a “creative jewel.”

“[Furones] is a brilliant ad person, but also a person who can deal with issues; and he’s good with people,” Conrad said.