Creatives Bear Brunt of Burnett Layoffs

Leo Burnett’s creative department took the worst hit in last week’s layoffs as the agency prepares to outline this week what new shape it will take.
As many as half the 74 positions eliminated last week were from the creative department, which has been under fire since the agency lost the United Airlines account last fall. The loss last month of the agency’s lead creative role on the McDonald’s account has intensified the shop’s concerns about the quality of its work.
According to sources, last week’s dismissals included a group account director, four creative directors, nine associate creative directors, five producers and numerous copywriters and art directors.
The reduction, which amounts to about 4 percent of Burnett’s U.S.