|Publicis' Chemistri, created to service the GM account in 2003, is taking the name of the agency it reports to.
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WHAT'S LEFT OF D'ARCY TO BE CALLED 'CHEMISTRI'
New Name Announced Last Night in Detroit
The new name is effective immediately. Chemistri's management remains the same, with Jim Moore as president of Leo Burnett Detroit and global GM account director, a Burnett spokeswoman said.
Successor to D'Arcy in Detroit
Publicis created the Chemistri name in March 2003 for the Detroit-area office of the now-defunct D'Arcy Masius Benton & Bowles. Publicis acquired D'Arcy's parent, Bcom3 Group.
A spokeswoman for chemistri said none of its departments nor functions will be consolidated with Burnett's in Chicago and that the change isn't a cost-saving move.
When asked about the timing of the name change, the spokeswoman said Chemistri has been working more closely with Leo Burnett USA, Chicago, since Tom Bernardin arrived 14 months ago as worldwide chairman-CEO. The Leo Burnett branding will further assist the Detroit agency in partnering with other Burnett offices around the world to address the increasingly global nature of the GM business, she said.
GM endorses name change
The two agencies have "already had great success working as a team on Cadillac and Pontiac, and we look forward to continuing this collaboration between our offices," Mr. Bernardin said in a prepared statement. GM clients have endorsed the new Leo Burnett Detroit name.
Meanwhile, the Chemistri Martin Group, the agency's marketing partner for 300-plus Cadillac, Pontiac, Hummer and GM Service and Parts regional dealer ad groups, changes its name to the Martin Retail Group.
Mr. Moore will continue to report to Mr. Bernardin. Tor Myhren, executive creative director, continues reporting to Worldwide Deputy Chief Creative Officer Mark Tutssel.
The Detroit office, with roots back to the MacManus Co., has served GM for more than 90 years. Leo Burnett shuttered its former Detroit-area office in the 1990s but continued to handle Oldsmobile until it stopped advertising in early 2000s.