Publicis Groupe merges Publicis Worldwide and Leo Burnett to launch new creative unit “Leo”

Publicis Groupe has announced the merger of its two iconic creative networks, Publicis Worldwide and Leo Burnett, into a single entity named “Leo.” This new global unit is designed to integrate creativity and data in response to the growing influence of generative artificial intelligence (AI) in marketing strategies.

Leo brings together an impressive collective of approximately 15,000 creative professionals, blending the expertise of 8,000 employees from Leo Burnett and 7,000 from Publicis Worldwide. Spanning 90 countries, the newly formed unit is positioned as a creative powerhouse, with leadership from Co-Presidents Marco Venturelli and Agathe Bousquet, alongside Chief Strategy Officer Gareth Goodall. Together, they aim to redefine the intersection of creativity and technology, ushering in a new era of innovative advertising solutions.

Publicis Groupe’s decision to consolidate these networks into Leo underscores the industry’s shift toward data-driven creativity. In an era where AI tools are rapidly reshaping advertising workflows, from concept development to audience targeting, the merger is a strategic response to align creativity with precision. By leveraging the combined capabilities of its teams, Leo is poised to deliver campaigns that resonate emotionally while being informed by data insights.

“Leo represents a bold step forward in uniting the art of storytelling with the science of data,” remarked Carla Serrano, a senior leader at Publicis Groupe. “As AI continues to redefine the boundaries of creativity, this new unit allows us to innovate at the speed of culture while maintaining the human touch that defines great advertising.”

Leo’s launch comes at a time when brands are seeking solutions that bridge traditional creative excellence with the analytical depth required to navigate an increasingly complex media landscape. With generative AI driving new possibilities, from hyper-personalized content to predictive consumer insights, Leo is positioned as a trailblazer in delivering campaigns that are both impactful and measurable.