LEO BURNETT BROADENS SERVICES
By Adnews Staff
Toronto-based agency Leo Burnett Company Ltd. has started up a communications technology newsletter for its client Bell Canada to help keep the telecommunications giant abreast of new developments. The bi-monthly publication, produced for Bell's New Media Division, is called Bitstream. Darin Brown, account director and interactive marketing director at Leo Burnett, told Adnews that over the last few years the agency has realized it has more competitors than just other full-service agencies. Small creative shops, interactive companies and consulting firms are all picking up pieces of advertising business. Therefore, he said Leo Burnett is moving to broaden the services it offers. "We're trying to move beyond simply being a partner in producing advertising," Brown said. The current issue of Bitstream examines five new pieces of technology, including Internet call waiting and modem baud rate innovations.