Burnett unveils 'mini-agency'

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Leo Burnett Co., Chicago, announced a reorganization of the agency into "mini-agencies" built around brand teams and confirmed the expected spinoff of its media department into an independent division. Each new mini-agency team will be staffed with personnel from the client services, planning, creative and production departments, and will include media specialists from the media division. The new structure will begin to be implemented in November, and all units will be operating by spring 1998. The reorganization was announced today by Chairman Richard Fizdale at an all-day staff meeting in Chicago. The smaller group structure will ease communications and create a more entrepreneurial environment, said Mr. Fizdale. Burnett will also introduce a package of proprietary research tools called BrandPath within the next 90 days.

Copyright September 1997, Crain Communications Inc.

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