Burnett Likes Arc’s Books

Ad Age reports on further blurring of “the line” that has long separated ad agencies (above-the-line) from their country cousins in direct and promo shops (below-the-line).

In a move it hopes can reverse its slumping new-business fortunes, Publicis Groupe’s Leo Burnett Worldwide is taking direct/interactive sibling Arc Worldwide under its corporate umbrella.
While Burnett executives are cautious not to label the move a merger, CEO Tom Bernardin said, “Consider Burnett and Arc as one entity, albeit with two facets.”

Sounds to me like someone’s reading the writing on the walls. Crosstown rival FCB is now merged with a marketing services firm. Burnett can play that game too.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.