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Susan Credle_Current.jpgThe search for a new chief creative officer at Leo Burnett is over. Susan Credle, 45, is Burnett's new creative leader, effective Oct. 5. "This is a decision rooted in the best driver for our business -- the creative product," said Tom Bernardin, Burnett Worldwide chairman and CEO.

Credle is coming from BBDO/New York, where she is an executive creative director and a hugely-admired member of one of the few outstanding creative departments left in the American advertising industry. Sources say Credle has been at BBDO for nearly a quarter century. She started out as a receptionist, and because her energy and interest in the ad business caught the attention of BBDO executives, she was made a junior copywriter. Credle then worked her way up the ladder.

At BBDO, Credle has worked on some of the agency's most high-profile accounts, including AT&T and M&M's. She will become Burnett's second female creative leader in recent memory, following in the footsteps of Cheryl Berman, who worked her way up through the Burnett hierarchy to eventually lead the agency's creative department. Credle will face a big challenge at Burnett, which has struggled mightily in recent years to attract new business and demonstrate a sharp, winning creative profile. But sources who know Credle say she is ready for what awaits her.

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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