Leo Burnett U.S. president Bob Brennan said the agency's revamped board is "all a part of the change process."
"You have to build a team that's going to drive the culture," Brennan said.
Brennan joined Burnett in January from the Starcom MediaVest Group with a mandate to shake things up. Among the changes made under his watch is a revamp of bonuses, which are now tied to performance rather than merely a percentage of salary.
Last week Brennan, along with U.S. CEO Brad Brinegar and chief creative officer Cheryl Berman, named a new U.S. board.
Appointments include executive creative directors Lisa Bennett, Mike Colt, Jonathan Hoffman and Steffan Postaer. Also added to the board was the agency's recently named planning director Richard Houghton-Larsen and database and direct marketing managing director Peter Steinhauser.
The new appointees join existing board members Myron Lyskanycz, group managing director, and client services director Peter Volz.
"These people are hungry for—and search out—new ways of doing things," Brennan said.
Burnett created its first U.S. board in November 1999 after abandoning its "mini agency" structure. Some of the replacements fill positions vacated by people no longer with the agency.
With a majority of board members now coming from the agency's creative department, the board will lead the charge to refocus the agency on its creative product, Brennan said.