Publicis-owned Masius NY rebrands to form Leo Burnett business group

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Masius New York, a branch of Masius/Publicis Consultants has rebranded under the Publicis Groupe-owned Leo Burnett to form Leo Burnett Business, a specialty group that will focus on business-to-business advertising and marketing.

The venture will combine Masius' b-to-b specialty with Leo Burnett's creative, strategic planning and digital capabilities.

Rich Stoddart, president of Leo Burnett North America, said this fills a void in the Leo Burnett Portfolio. “In the b-to-b sector we didn't have a lot of marketers looking across channels to synchronize and orchestrate communications across channels,” he said. “As the world gets more atomized, there's now more and more choices in terms of how to communicate to businesses. We wanted to simplify that.”

Leo Burnett Business will specialize in finance, technology, information services, energy and education, and offer capabilities in advertising, integrated communications and branding, according to a company statement.

Stoddart said b-to-b marketers require a deeper level of understanding about the mindset of the target audience. “You need to know industry terminology and the drivers of the industry,” he said. “It requires us to be more granular and have a greater expertise.”

But marketing b-to-b also share similarities with b-to-c marketing, he said. “Great ideas are great ideas,” he explained. “[Masius] has done some provocative and creative work…Together we're stronger.”

He said the deal has been in the works for under six month and that the paperwork, financials, and formal agreements were signed within the last 30 days. Financial terms were not disclosed. Stoddard said no staff changes were made.  

Leo Burnett Business clients include ACE Limited, BP, Johnson & Johnson, Manpower, The Options Industry Council and UK Trade & Investment.

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