Leo Burnett on Its Own No More

BDM Formed as Gotlieb’s Departure Resurrects MacManus Talks
By Aaron Baar and Kathleen Sampey
CHICAGO–During a Labor Day weekend vacation on Cape Cod, Roger Haupt was preoccupied with reports that MediaVestWorldwide chief Irwin Gotlieb had left The MacManus Group to join WPP. What if, he asked his wife as they strolled the beach, Burnett and Dentsu, which had been in lengthy negotiations to form an alliance, invited MacManus into their proposed partnership?
A year earlier, the Burnett executive had been negotiating a merger between the agency’s Starcom media unit and MediaVest.

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