Aki Spicer Joins Leo Burnett as Global Strategy Lead on Samsung

By Patrick Coffee 

While Publicis Groupe is moving to Cincinnati, Leo Burnett Chicago continues to expand its Samsung team after taking over global TV duties for the electronics giant this summer.

The latest addition to that roster is Aki Spicer, who Publicis hired away from TBWA\Chiat\Day New York to lead strategy on the account.


He will hold the title of evp, global strategy director reporting to Leo Burnett Chicago chief strategy officer Emma Montgomery and evp, Samsung worldwide account head Steve Bonnell. In addition to the account work, he will lead strategy for the dedicated One Publicis Team Samsung, helping to unite the creative, media, brand, experience and digital units.

“Global, agency-integrated brand initiatives are a hallmark of Aki’s work,” said Andrew Swinand, Leo Burnett Group North American CEO, who cited the incoming lead’s “world-class” strategic reputation, adding, “the vision he’ll bring to our worldwide Samsung work will be an elevating force for our agency.”

In his own statement, Spicer called Samsung “a brand that matters to people’s daily lives” and credited Leo Burnett with “bringing modernity out of the margins and into the center of brand practice.”

Prior to spending nearly 6 years with TBWA, Spicer worked in Fallon’s strategy department and served as vp of marketing for Damon Dash’s Rocawear.

“Aki has been a valued contributor to our agency over the past five years, helping us to create digital and content platforms across numerous clients,” said TBWA\Chiat\Day New York CEO Rob Schwartz.

He continued: “His legacy will live on in the talent he’s brought to the agency and in the way in we now work. We wish him the best in his new chapter.”

A TBWA spokesperson declined to elaborate or name Spicer’s successor, though our source claims he or she will start in the next few weeks.

The most recent addition to Leo Burnett’s Samsung team was Tom Scharpf, who will co-lead the account after spending more than a decade with Venables Bell & Partners.