Burnett Renames Technology Unit For Third Time

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. The organization was purchased by Burnett in 1998, and the name was changed to TFA/Leo Burnett Technology Group. “TFA” was later dropped, as was “Group.”

Jones said the latest change re-flects a “broader focus on business-to-business accounts,” though the unit will still have a heavy tech emphasis.