Publicis Groupe Merges Leo Burnett & Publicis Worldwide Under Single Entity ‘Leo’

Publicis Groupe has unified two of its flagship agencies, Leo Burnett and Publicis Worldwide, under a single entity named Leo. The merger aims to meet the shifting needs of global brands by delivering innovative, creativity-driven solutions, personalised content and seamless connected brand experiences.

Publicis Groupe introduced Leo, emphasising the need for a new era of creativity to address the world’s most pressing challenges and drive large-scale transformation. The new agency combines the strengths of Leo Burnett, known as "the brand of Humankind," and Publicis Worldwide, celebrated for its transformative power and unified approach, the holdco stated.

Publicis Groupe unveiled a refreshed Leo Burnett logo to represent the merger, blending the legacy of 'Leo' as a symbol of advertising excellence with the strength and authority of a lion.

The new entity unites a global network of 15,000 creative professionals, bringing together 8,000 from Leo Burnett and 7,000 from Publicis Worldwide.

At the helm of Leo are Marco Venturelli and Agathe Bousquet, the creative minds behind Publicis Conseil's recognition as Cannes Lions 2024 Agency of the Year. As Co-presidents, they will lead the agency's global creative direction, working alongside Chief Strategy Officer, Gareth Goodall. Their mission is to foster a collaborative culture of creativity while enabling local teams to leverage Publicis Groupe’s 'Power of One' framework, integrating data, technology and media expertise.

Andrew Bruce, CEO of Publicis Groupe Canada, will now also serve as Chairman for Leo North America, bolstering the agency’s expansion and influence across the region.

Leo becomes a key addition to Publicis Groupe’s esteemed creative portfolio, joining agencies such as Saatchi & Saatchi, LePub, BBH, Fallon and The Community. Furthermore, Le Truc, Publicis Groupe’s creative collective will collaborate closely with Leo to elevate the network's creative capabilities.

Carla Serrano, Global Chief Strategy Officer at Publicis Groupe, commented on the significance of the merger stating, “Through Leo, we are doubling down on our strategy of nurturing strong creative brands, all connected to the industry’s only data, media, and tech ecosystem. This unified approach accelerates the ‘Power of One’ initiative, blending two networks into a single, powerful constellation.”

Bousquet, who also serves as President of Publicis France added, “Leo’s global spirit will thrive at the local level, where our creative and strategic talent will be empowered by best-in-class data and technology, delivering tailor-made solutions for our clients.”

Venturelli, Co-president and Chief Creative Officer of Leo highlighted that creativity will continue to be a distinctly human pursuit, even in a technology-driven era. “We’ve never had so many tools to better understand people and connect with them, but creativity is, and will always be, a messy human process. Leo will be a true global community of creative and strategic minds working together to create in a more human way, at scale.”

Arthur Sadoun, CEO of Publicis Groupe expressed his confidence in the merger’s potential to elevate Leo commenting, “I’ve had the privilege of leading both Publicis Worldwide and Leo Burnett. While other iconic brands have faded, I’ve always believed that creative efficiency doesn’t come from fewer brands or operations—it comes from fostering big ideas nurtured by strong agency cultures. With Leo, we’re not just merging brands, but amplifying our creative power and access to capabilities, enabling us to have an even greater impact on our clients’ businesses.”