LEO BURNETT FORMS ILEO
By Adnews Staff
Leo Burnett Worldwide has formed a new global umbrella group called iLeo to consolidate Leo Burnett's direct, digital and database marketing assets in about 20 international markets. In Canada the Leo i.d. interactive + direct group will become iLeo Toronto. It will continue to be headed by general manager Riccardo Zane. In the U.S. the digital agency Chemistri will be joined with the direct response unit LB Customer Group. Peter Steinhauser, who currently leads LB Customer Group, will become president and chief executive officer of iLeo North America. Bant Breen will become regional director for iLeo in Europe, the Middle East and Africa. Sumeet Kanwar will become regional director for iLeo in southeast Asia. The network's Latin American operations will be led by Giacomo Sandomenego. ILeo will specialize in branded direct response acquisition, retention and loyalty campaigns and will provide customer strategy, campaign, content development, online and off-line production services. Its clients will include Kellogg's, General Motors, Hallmark, Walt Disney, Procter & Gamble, Morgan Stanley, Nestle, Fiat and Adidas.