Leo Burnett has added a new team of business-to-business advertising and marketing specialists that will be called Leo Burnett Business, effective immediately. The group was formerly the New York-based arm of Masius/Publicis Consultants. The focus of Burnett's new unit, so we're told, will be the development of creative ideas to close the gap between a client brand's perceived position and its true value. "Our approach to business communication mirrors Leo Burnett's philosophy in that making a true human connection between brands and their audiences is at the center of everything we do," said Lisa Abbatiello, CEO of Burnett Business.
Of course, in addition to its stated goals, Leo Burnett Business undoubtedly will be all about fattening the agency's bottom whenever possible -- something that Burnett has not been able to do much in recent years via the addition of huge, lucrative new accounts. Current Leo Burnett Business clients include Ace Limited, BP, Johnson & Johnson and United Kingdom Trade & Investment.