Burnett Renames Technology Unit For Third Time

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The latest name for Leo Burnett’s technology unit is LB Works, which its leader expects to better reflect a different market.

“It’s an evolution based on how the market’s changed,” said Jeff Jones, president of the unit. “The days of small, niche tech-marketing agencies are gone.”

LB Works is the third name in two years for the unit, which began as an independent company, Total Focus Approach.

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