Leo Burnett Hires Deutsch L.A. Vets to Work on McDonald’s

By Patrick Coffee 

Leo Burnett hired Gordy Sang and Brian Siedband–perhaps better known as acclaimed duo Gordy & Brian–as SVP/creative directors in its Chicago office.

The pair join Leo from Deutsch L.A., where they worked together for several years on Taco Bell, Sprint, Netflix, Kettle Chips Playstation and other accounts (most recently including the Mophie Super Bowl ad). In Chicago, they will primarily work on the McDonald’s North America account and new business initiatives.

The two met at FCB, where Sang was an art director and Siedband was a copywriter; the Burnett release tells us that they’re best known for the 2012 Playstation fantasy spot “Cubs Win.


Sang says “It’s a great time to be at Leo Burnett and working on new-business pitches to help continue the agency’s winning streak,” which most recently includes Marshalls. Sang emphasizes that “we’re all about the work” and Siedband says the pair plan to “build on the McDonald’s work that Leo Burnett does around the globe with some fun, memorable storytelling.” They also confess to being “clumsy morons” with broken phones who like to stay stocked up on bananas, paper towels and Emergen-C.

Leo Burnett’s creative department has seen more than its usual share of changes in recent months, most prominent among them being the departure of CCO Susan Credle (who has yet to begin her new role as global CCO at FCB). Creative Director Nuno Ferreira, who worked on McDonald’s and many other accounts, also left in April to focus on Target at 72andSunny–and just today Leo announced that it had rehired former VP/Account Director Catherine Davis to lead the McD’s business.

The client in question has struggled in recent months as Burger King increases its share of the drive-through market thanks to the unforeseen power of chicken fries. That said, the chain’s Q2 earnings did beat market expectations.