The consumer division of Symantec Corp. has selected Leo Burnett USA as its global and North American agency of record. The appointment expands on the retail marketing work that Arc Worldwide, Burnett's marketing services arm, has done for the past eight years with Symantec's consumer marketing team.
Now Burnett and Arc will work to solidify Symantec's Norton brand and position it as the market leader in online security by educating consumers about the issue of safety and security online. "Leo Burnett and Arc are focusing on what we do best by helping Norton find their true brand purpose and relevance in people's lives and designing creative that will expose and connect them around an issue that has gone dark -- their safety and security online," said Mark Renshaw, executive vice president, Burnett and Arc Worldwide.
Toward that end, Burnett helped Norton create a "Cyber Crime Black Market" event in New York City on Sept. 9. The event exposed the cyber crime black market that trades and profits on stealing and selling personal identities and credit cards online.