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CHICAGO-On Sept. 17, Leo Burnett’s trademark red apples were replaced with oranges in the shop’s reception area to signify “Day One” of the “New Burnett,” announced earlier at an agency meeting by Rick Fizdale, chairman and chief executive officer.
The plan Fizdale outlined changes the domestic operating structure with three goals: to maximize responsiveness to clients, to repackage expertise and to attract new clients to the $2.6 billion U.S. agency.
Fizdale also broke Burnett’s tradition of relying on home-grown talent, especially in the creative department, with the hiring of former Nike global ad director Joe McCarthy as a creative consultant.
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