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Leo Burnett has abandoned its LeoHealth unit a year after it was launched.
The agency has lost several of the clients that would have been grouped under the unit, and its original leader left in March. Healthcare will no longer be a priority, said Bob Brennan, Burnett’s world-wide president.
Brennan said having a “sub brand” like LeoHealth detracted from the agency’s focus. “It’s so difficult to have any brand in the marketplace that you have to focus on driving your main brand without [having to worry] about sub-brands,” he said.
Burnett earlier this year folded its Leo Burnett Technology Group into the main agency.
Launched with speeches and champagne toasts last July, LeoHealth was intended to take a more consumer-oriented ap-proach to healthcare advertising than other specialty units owned by other agencies [Adweek, July 17, 2000].
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