Almost every time former Reel Chicago editor Dan Patton wrote or edited an article about Leo Burnett, he’d get flak—from the iconic agency and our publisher alike—for casually referring to the company as “Leo.” “The name is Leo Burnett,” they’d remind him. Dan, unfazed, would respond with a polite “uh-huh,” only for the next article to feature “Leo” once again.
It turns out Dan was just ahead of his time. In a historic move, Publicis Groupe has officially rebranded Leo Burnett and Publicis Worldwide as Leo—a nod to the enduring legacy of one of advertising’s most storied names and the lion now emblematic of Publicis Groupe.
Goodbye, apples. Hello, lions.
The merger marks a seismic shift in Chicago’s advertising landscape, one that goes far beyond a name change. By combining the Humankind philosophy of Leo Burnett with Publicis Worldwide’s focus on transformation and the Power of One, the new entity creates a constellation of creative power that promises to revolutionize how global brands approach storytelling in the age of AI.
Chicago: The Cradle of Creativity
Chicago has long been synonymous with powerhouse advertising agencies like Needham, Harper, Steers, Hal Riney, Lord & Thomas, N.W. Ayer, and, of course, Leo Burnett. These agencies helped define the city as a creative capital, producing some of the most iconic campaigns in history.
Before the rise of holding companies, mergers, consolidations, and rebranding had already begun reshaping the landscape. Needham evolved into DDB. Lord & Thomas became FCB. And so it went. Then came the era of holding companies like Interpublic and Omnicom, consuming agencies as voraciously as Unicron devours planets in Transformers.
Through it all, Burnett stood resilient, keeping its name and legacy alive while others changed or faded away.
Now, the union of Burnett and Publicis Worldwide under the newly branded Leo not only marks a new chapter for the agencies but also reimagines what it means to be a creative leader in today’s industry.
Like Beyoncé, Prince, Cher, Doechii, and other one-name icons, Leo is steps courageously into the spotlight with confidence and a bold sense of purpose. With 15,000 minds across 90 countries, Leo isn’t just a name—it’s a creative movement.
But while one-name legends have occasionally hit some rough notes (cough the Titanic reference in My Heart Will Go On), this Leo isn’t charting a tragic course. Instead, it seems poised to tackle global challenges with localized brilliance, leveraging cutting-edge data, technology, and media assets to deliver innovative, impactful solutions at scale.
And survive in the quickly-changing world.
From Apples to Lions
The new Leo logo symbolizes the union of the past and future. The famous bowl of apples that once greeted visitors to Leo Burnett’s Chicago office—an enduring symbol of optimism, even during the Great Depression—has been replaced by the roar of the Publicis lion. While the apples represented generosity and creativity, the lion embodies the strength and global ambition of this new entity.
Leo Burnett, the man, was a staunch advocate for creativity and integrity in advertising. In a now-legendary 1967 speech, he declared:
“If we ever lose our passion for great advertising, if we ever forget that the work comes first, if we ever stop believing that what we do is an art, not just a business—then I will personally come down here and take my name off the door.”
For Leo, the challenge—and the opportunity—is to carry forward Burnett’s legacy while adapting to a rapidly evolving digital landscape. It’s a tall order, but one that fits perfectly with Burnett’s enduring belief in “reaching for the stars.”
A Bold Future
His iconic words about taking his name off the door resonate as loudly today as they did in 1967. The apples may be gone, but the principles of passion, integrity, and transformative creativity remain at the heart of the agency.
The roar of the lion signals a bold new future for Chicago advertising, one where Leo’s legacy continues to shine on a global stage.
So Dan, feel vindicated and free to do stories on the “new-ish” Wacker Drive agency for the other guys anytime you want. And go to town by calling them, “Leo.” No one will mind.
Colin Costello is the West Coast Editor of Reel 360 News and Reel Chicago. Contact him at colin@reel360.com or follow him on X at @colinthewriter1
