Leo Burnett Technology Changes Name

CHICAGO — Leo Burnett Technology has changed name to LB Works, the third name in two years for the unit.

“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.”

The unit’s origins are as an independent company, Total Focus Approach. When TFA’s then- CEO Sean Bisceglia sold the unit to Burnett in the mid-1990s, the name was changed to TFA/Leo Burnett Technology Group. The TFA was later dropped, as was “Group.” Jones, who came in as CEO of the unit last year, said the latest change reflects a “broader focus on business-to-business accounts,” though the unit will still have a heavy tech emphasis.

In announcing the change, Jones said the unit has picked up ad duties for StorageTek, a Colorado-based data storage company. Billings for the account were not disclosed.–