As part of the change Cheryl Berman, 51, becomes chairman of Leo Burnett North America but retains her role as U.S. chief creative officer. She had been chairman and chief creative officer of the Chicago agency Leo Burnett USA. Mark Tutssel becomes vice chairman and regional creative director of North America; he was Leo Burnett USA's vice chairman and deputy chief creative officer.
Leo Burnett is a division of Publicis Groupe.
Calling Ms. Berman's promotion as the "first step," Tom Bernardin, president of Leo Burnett Worldwide and CEO of Leo Burnett USA, in a statement said she "will continue to evolve in her role as chairman to work directly with me on further expanding client relationships and focusing on larger strategic agency initiatives, while continuing to oversee the creative on many of our key U.S. accounts."
Mr. Tutssel, 45, will take on more responsibility for Burnett's Canadian operation, including the automotive unit Chemistri, which is searching for new creative leadership following the May departure of creative chief Gary Topolewski to Omnicom Group's BBDO Worldwide, Detroit.
In addition, Leo Burnett USA named seven group creative heads to lead six creative teams while executive creative directors will manage single clients. The creatives will report to Ms. Berman and Mr. Tutssel, who will split the agency's accounts between them but in some cases will share them. For example, Ms. Berman will be responsible for creative on Walt Disney Co., Hallmark Cards and Procter & Gamble Co.'s Tampax and Secret brands, while Mr. Tutssel leads the Morgan Stanley, Heinz, Beck's and P&G Noxema teams. The two chiefs will share the McDonald's Corp. account, with Ms. Berman as the primary leader.
Ms. Berman will work less on day-to-day managing and more closely with Mr. Bernardin on agency and management issues while better lining up to the roles within the rest of the global organization, a spokeswoman said.
Different management methods
Leo Burnett has vacillated several times recently between centralized and decentralized creative departments. In March 2002, Ms. Berman and Mr. Tutssel reined in the creative decision-making, demanding to see every piece of creative that left the building. That followed an earlier overhaul that dismantled Burnett's famed "mini-agency" model, reshuffled teams and added "creative ad rangers" who were unassigned to specific accounts but joined teams as needed.
"The new structure will be robust enough to bring discipline to the department, but fluid enough to allow creativity to flourish and thrive," Mr. Tutssel said in the statement.