Chemistri Is Renamed Leo Burnett Detroit

CHICAGO Publicis Groupe’s Leo Burnett has rebranded its GM-dedicated unit Chemistri, to Leo Burnett Detroit, reflecting the unit’s closer alignment to the larger agency.

The Troy, Mich., office, which handles creative duties for Cadillac, Pontiac and GM Service Parts Operations, will be led by president Jim Moore, who held the same title at Chemistri. Tor Myhren, who joined Burnett as executive creative director for Chemistri in May, will continue in that role. Moore will report to Burnett Worldwide CEO Tom Bernardin, while Myhren will report to Burnett global deputy chief creative officer Mark Tutssel.

“Formally unifying two powerful agencies will give us an even stronger presence in the international advertising community,” said Moore in a statement. “With the increasingly global nature of our GM business, and the reporting structure with Leo Burnett Worldwide already in place, Leo Burnett Detroit is the right name for us now and into the future.”

Chemistri was formerly D’Arcy Detroit. When Publicis Groupe bought D’Arcy parent Bcom3 in September 2001, the new holding company shuttered the D’Arcy network, folding the agency’s business into existing shops. Burnett took over the D’Arcy Detroit office as a subsidiary, rebranding it Chemistri in 2003. In the ensuing years, however, the shop became more closely aligned with Burnett and other units, such as Arc Worldwide, according to an agency representative.

As Leo Burnett Detroit, it will continue to work with those units, including sister company Starcom MediaVest Group, which in May won GM’s $3.2 billion consolidated media buying business. The company had previously handled media planning through its Planworks unit.