Mumbai: Publicis Groupe has unveiled a transformative move to begin 2025, merging its iconic agencies Leo Burnett and Publicis Worldwide to form a new global creative powerhouse named “Leo.” This strategic unification addresses the demands of global brands and complex challenges, requiring exceptional creativity to drive scaled transformation, personalized content, and connected brand experiences.
The rebranding includes an expanded and redesigned Leo Burnett logo, symbolizing the union of Leo Burnett’s renowned legacy with the “roar of a lion.” The combined entity will leverage the talents of 8,000 creative professionals from Leo Burnett and 7,000 from Publicis Worldwide, creating an unparalleled creative force.
Leo will be co-led by Marco Venturelli and Agathe Bousquet as co-presidents, with Gareth Goodall serving as Chief Strategy Officer. Together, they will oversee Leo’s global creative community and culture, activated at the local level through Publicis Groupe’s “Power of One” model. Andrew Bruce, CEO of Publicis Groupe Canada, will also take on the additional role of Chairman for Leo North America.
Leo joins Publicis Groupe’s existing creative roster, including Saatchi & Saatchi, LePub, and BBH.
Carla Serrano, Global Chief Strategy Officer of Publicis Groupe, remarked, “Through Leo, we are doubling down on our strategy of strong creative brands, connected to the industry’s only data, media, and tech ecosystem. With Publicis as the global group brand we all rally to, we are now accelerating on the Power of One, turning two networks into one constellation.”
Agathe Bousquet added, “At Publicis, we have demonstrated time and again the power of the Power of One. Leo’s global spirit will live and breathe at the local level, with outstanding creative and strategic talent turbocharged by best-in-class data and technology through our country model, to create truly bespoke models for its clients.”
Marco Venturelli highlighted the importance of creativity in today’s landscape, “We’ve never had so many tools to better understand people and connect with them. Nevertheless, creativity still is, and forever will be, a messy human process. Leo will be a true global community of creative and strategic talents, connected together for a more human way of creating at scale.”
Arthur Sadoun, CEO of Publicis Groupe, shared his vision for Leo, “I have had the privilege of leading both Publicis Worldwide and Leo Burnett. Since then, other iconic names have disappeared, but I have never believed that creative efficiency should mean fewer brands and fewer operations. It is about big ideas from creative minds nurtured by strong agency culture, having an impact on our clients’ business. By unifying the spirit and talent of these global creative communities, Leo will be bigger, stronger, and on more doors than ever.”
