Less than a month into 2025, the industry has another high-profile merger on its hands. On Tuesday, Publicis Groupe revealed it’s combining Leo Burnett and Publicis Worldwide, a move that will erase one of the most iconic last names in advertising, Burnett.
Leo Burnett and Publicis Worldwide will merge to form Leo, a new creative unit that will have 15,000 employees across 90 countries. Leo Burnett’s regional offices will now simply go by Leo. Leo Burnett Chicago, for example, will now be known as Leo Chicago. The same goes for Publicis Worldwide offices, except Publicis Conseil, which will retain its name. Publicis New York will now be known as Leo New York.
More about the merger:
- Publicis Groupe merges Leo Burnett and Publicis Worldwide
- Leo Burnett on ‘When to take my name off the door’
Chicago-based Leo Burnett had carried the Burnett last name since Leo Noble Burnett opened Leo Burnett Co. in Chicago in 1935. Publicis is removing Burnett’s last name from the agency moniker while emphasizing his legacy through the name Leo. In a video to employees announcing the move, the company states, “Leo, your name will be on more doors than ever.”