Fay Ferguson and McGhee Williams, both veterans of the shop, are two of the new leaders. The third, Steve Conner, joined Burrell this week. He previously ran his own shop, the Steve Agency, in New York.
Mr. Conner will oversee cerative. Ms. Ferguson will manage account management, accounting, information technology, human resources and administration functions. Ms. Williams will handle research, account planning, media, engagement marketing and the agency's Atlanta office.
Mr. Burrell is taking on the title of chairman emeritus at the agency, which is 49% owned by the Publicis Groupe.
Mr. Burrell, who turned 65 last month, will oversee the transition and will continue to work with clients, which include Procter & Gamble Co., McDonald's Corp., Toyota Motor Sales USA, General Mills, Verizon, Sears Roebuck & Co., and Marriott International. The agency has $190 million in billings.
"This is an exciting time for Burrell's future," Mr. Burrell said in a release. "These energetic, talented leaders are itching to take the agency to the next level. Current and new clients can expect to see a surge of proactive creativity, new ideas and integrated, experiential campaigns that break away from convention to take advertisers directly to customers on the consumers' terms and in their own space."
As part of the restructuring, Mike Faems and Mike DeMaio, both managing directors, are leaving the agency.