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.