Burnett Bundles Marketing Service Units in Pre-Merger Revamp

30 August 2002

Chicago-headquartered Leo Burnett is realigning a number of its marketing services subsidiaries in preparation for the acquisition of its parent Bcom3 Group by Publicis Groupe of France. The merger is scheduled for completion on September 20 when Bcom3 shareholders meet to rubberstamp the deal.

Meantime, rationalization is already under way with the integration of interactive unit Chemestri into the Leo Burnett Customer Group – a move that has resulted in the departure of joint-ceos Chris Miller and Karl Karlenzig.

Other Burnett offshoots, among them Semaphore Partners and Starcom IP, are thought likely to be similarly homogenized – although lips are tightly zipped as to who, how and when.

A group spokesperson conceded only that: “Leo Burnett is currently in the process of reevaluating its digital, direct and database capabilities. An announcement detailing the new structure, leadership and offering is expected in the coming month or so. It would be premature to comment further, so no further information is available at this time.”

Data sourced from: AdAge.com; additional content by WARC staff