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Spins Off 2 Units, Expected to Ditch or Alter ‘Mini-Agency’ Setup
CHICAGO–Change is again afoot at Leo Burnett, faulted in the past for not keeping up with the times.
The agency last week announced two spinoffs intended to extend its reach into segmented markets, and is expected next month to announce a reorganization that would dismantle or dramatically alter its ballyhooed “mini-agency” setup.
The shape the new organization will take remains unclear. Possibilities include cutting the number of mini-agencies from the current seven, or firming up a holding company concept under which Burnett’s various entities would operate, sources said.
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