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Five months after losing both its chief executive and its chief creative officer, Publicis Groupe’s Chemistri is attempting a new business model with closer ties to Leo Burnett to take better advantage of the larger agency’s offerings.
The new setup entails that Mark Tutssel, Burnett’s deputy chief creative officer North America, will be more directly involved in the overall creative product, retaining creative oversight of Chemistri in Detroit. In addition, Tutssel said he is no longer seeking a Detroit-based CCO.
As a result of the initiative, Chemistri last week named Bertrand Garbassi—most recently co-creative director at WPP Group’s Young & Rubicam in Dearborn, Mich.—executive
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