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It’s no longer the same old game at Leo Burnett
Rick Fizdale started things off with a confession: “I was never as dumb as my knee-jerk protestations to the media may have indicated.”
Dumb, no. Disingenuous, of course. (Others can judge which is the more serious shortcoming.) In announcing the new name of the Leo Group-MacManus Group holding company–B COM3–and the
20 percent investment by Dentsu, Fizdale openly admitted what he’s been denying in the press for years: that Leo Burnett has long teetered on a precipice, struggling to avoid becoming marginalized and irrelevant, unable to seriously compete against more dynamic, publicly held companies.





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