Burnett to Absorb LB Works

CHICAGO Leo Burnett USA will re-absorb its subsidiary LB Works, which has been a shining spot for the agency during an otherwise lackluster period, at the beginning of next year.

“In the two years since its launch, LB Works has surpassed every expectation on every measure,” said Linda Wolf, CEO of the Publicis Group agency, in a statement. “By integrated LB Works into Leo Burnett USA we will further bolster the U.S. agency, streamlining and strengthening our overall service offering and eliminating any overlap between the two agencies.”

LB Works was founded in 2001 as an agency dedicated to serving technology and business-to-business clients, but has since expanded beyond those sectors. Over its nearly two-year existence, LB Works has been the main new business driver for Burnett, winning several new accounts last year, including Earthlink’s $30 million account and the $25 million business for Lexmark printers. The division was instrumental in helping land Gateway’s $250 million account earlier this year.

Jeff Jones is chief executive of LB Works, and Steffan Postaer is its executive creative director. The two are also EVPs of the larger agency and will continue to manage LB Works’ current portfolio of clients. organization.

The shop is currently replenishing its management ranks after the October departure of worldwide president Bob Brennan. The shop recently added a chief marketing officer, Ben Kline, who hails from independent agency Wieden + Kennedy in Portland, Ore.

LB Works was officially formed in January 2002 as a reorganization of the former Leo Burnett Technology Group.