Burnett Seeks to Put a Face on Interactive Work

Leo Burnett’s move to merge its interactive division with its direct and database efforts is intended to help stress the human element in interactive work, according to executives.

“What we’re trying to do is make sure they emphasize customer value by getting the ‘R’ (in customer relationship management) part right,” said Stephen Gatfield, Burnett’s worldwide COO. “The capacity to be reached has grown over the past 10 years, [but] it’s not commensurate with the desire to be reached.”

The new unit, iLeo, will be global in scope, combining diverse below-the-line assets—many gained through acquisition—in markets worldwide.