Burnett aligned more than 20 global units under iLeo. In North America, Burnett combined its digital agency Chemistri with direct response unit LB Customer Group.
The announcement ends months of speculation about the consolidation of the myriad marketing services units under the Leo Burnett banner following the recent Bcom3 Group buyout by Burnett parent company Publicis Groupe.
Leading the unit as president-CEO will be Peter Steinhauser, now heading LB Customer Group. Elsewhere, Bant Breen will be regional director for Europe, Middle East and Africa. Sumeet Kanwar will become regional director for Southeast Asia, and Giacomo Zandomenego, group president of Leo Burnett Latin America, will lead units in that region.
Meanwhile, Leo Burnett USA on Tuesday elevated three account-side staffers to vice president. Victor "Rock" Klinefelter, 28, is an account supervisor on McDonald's Corp. He joined the agency in 1996. Anne Rockey, 28, is an account supervisor on Procter and Gamble Co. She joined Burnett in September 1999 from Interpublic Group of Cos.' Foote, Cone & Belding Worldwide, Chicago, where she worked on the Coors Brewing Co. and S.C. Johnson accounts. Idy Spezzano, 32, is an account director on the Maytag account. She joined Burnett in 1992.