Publicis Groupe unites Leo Burnett and Publicis Worldwide under new Leo network

Publicis Groupe is merging two of its key creative networks, Leo Burnett and Publicis Worldwide, into a unified network called Leo.

The new "creative constellation" will bring together 15,000 employees across 90 countries.

Leo purportedly will combine the legacy of Leo Burnett, known for its human-centric, as opposed to AI-led creativity, with Publicis Worldwide’s experience in business transformation under its 'Power of One' philosophy. 

The new network features a redesigned logo that represents the union – merging the famous Leo Burnett name with the Publicis Groupe's lion emblem. 

“This is not an efficiency play,” Carla Serrano, global chief strategy officer of Publicis Groupe, told Campaign. “It’s about exponential creativity – bringing together human ingenuity and the potential of AI to tackle today’s complex business challenges.”

Leo will be co-led by Marco Venturelli and Agathe Bousquet, currently co-presidents of Publicis Worldwide, who successfully led Publicis Conseil to win the Cannes Lions 2024 Agency of the Year award. The pair will be in charge of the creative output of the new network. They will work alongside Gareth Goodall, chief strategy officer of Publicis Creative (who remains in the role), and Andrew Bruce, who will take on the additional role of chairman of Leo North America while continuing as chief executive of Publicis Groupe Canada.

Leadership structures at a local level will remain unchanged, and no immediate departures from leadership teams are planned. Serrano added that the change "isn’t about replacing leaders; it’s about co-leading and fostering collaboration".

Leo Burnett agencies worldwide will be rebranded simply as Leo, and Publicis Worldwide agencies will operate under the Leo network. However, some strong Publicis brands, such as Publicis Conseil in France, and Publicis London in the UK, will retain their names while being part of the network.

Charlie Rudd, chief executive of the creative practice for Publicis Groupe UK, who took on the role in addition to his role of group chief executive of Leo Burnett UK, called the changes “a bold move to further invest in creativity”.

The network's aforementioned leadership team will operate from multiple locations, including Paris and North America, ensuring a global presence. As Venturelli put it: “This move is about fostering a community of creativity, focusing on work, talent and human connection.”

At a regional level, HR, finance and IT functions have already been operating on shared systems, reflecting the "Power of One" model. The transition aims to maintain the current structure without disrupting existing teams.

Clients of Leo Burnett and Publicis Worldwide will not see changes to their existing teams or service structures in light of the overhaul, Serrano confirmed. However, in markets like North America, all Publicis Worldwide agencies will be rebranded as Leo, creating a unified offering under one name.

Serrano confirmed that client conflicts have been addressed and resolved in North America, and decisions in other regions will be finalised within two months. "We’ll handle it market by market,” she confirmed.

The rollout will take place over the next two months, during which time logos will change and local teams will align with the new global vision.

Bousquet said: “The Leo constellation is not about merging – it’s about elevating creative excellence, creating a global community of 15,000 creative minds united under one name.”

Arthur Sadoun, the chief executive of Publicis Groupe, added: “I have had the privilege of leading both Publicis Worldwide and Leo Burnett. Since then, other iconic names have disappeared, but I have never believed that creative efficiency should mean fewer brands and fewer operations.

"It is about big ideas from creative minds that are nurtured by a strong agency culture, to have an impact on our clients’ business. In today’s world it is also about more collaboration and more access to capabilities. That’s exactly what Leo stands for. By unifying the spirit and talent of these global creative communities, Leo will be bigger, stronger and on more doors than ever.”