Leo Burnett Names New U.S. Chief Strategy Officer

By Erik Oster 

Leo Burnett USA appointed Marcello Magalhaes as its new chief strategy officer, beginning in March. In the role, Magalhaes will partner with recently-appointed Leo Burnett global CEO Rich Stoddart to oversee the agency’s strategy department and drive its strategic direction in the U.S. while also serving as strategy lead on the agency’s McDonald’s account and working across the agency’s full portfolio of clients. Magalhaes succeeds Mick McCabe, who has served in the position since 2012, and was recently appointed global chief strategy officer for fellow Publicis agency Publicis Worldwide.

Magalhaes previously served as partner, vice president, strategic planning at Leo Burnett Tailor Made in Sao Paulo, a position he has held since 2011. Prior to joining Leo Burnett he spent a little over a year as head of planning at Ogilvy & Mather. He has also served in that position at Giovanni + DraftFCB and as strategic planning partner at BrandThinkTank. Magalhaes has also held account planning and planning director positions at Neogama BBH, Y&R Brands and Lowe. Over the course of his career he has worked with brands including Samsung, Fiat-Chrysler, Disney, Jeep, Brasil Kirin and Carrefour. He has also taught account planning at Miami Ad School ESPM since 2004. 

“During his five years at Leo Burnett Tailor Made, Marcello’s proved that he can rightly guide clients, grow an agency and inspire employees,” said Stoddart. “He’s what our agency and clients need today. He was a change agent in Brazil, and I know he’ll bring that same mentality and passion to Chicago.”

“Since its infancy, Leo Burnett has always set new and challenging standards, both in the U.S. and internationally,” added Magalhaes. “As the agency shifts gears, it is perfectly aligned to leverage its heritage in creativity and strategy to produce ideas that dramatically change our clients’ businesses. I’m thrilled to be part of this huge challenge.”

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