AGENCIES

Publicis Worldwide and Leo Burnett merge to form new agency Leo

By our African Marketing Confederation News Team | 2025

Merger of two Publicis Groupe agencies creates a ‘constellation’ comprising around 15,000 employees operating in 90 countries.

French-based Publicis Groupe, which claims to be the second largest communications group in the world, has merged two of its best-known global agencies, Publicis Worldwide and Leo Burnett.

Publicis Groupe’s Carla Serrano with Leo leadership Marco Venturelli, Agathe Bousquet and Gareth Goodall. Photo: Publicis Groupe

The merger has formed a new creative mega-agency called Leo. With a few exceptions – France, the UK and Canada – all offices worldwide will now trade under the Leo brand.

In a press release, Publicis Groupe calls the new agency a “constellation” which comprises around 15,000 employees operating in 90 countries. Leo is being led by Co-Presidents Marco Venturelli and Agathe Bousquet, and Chief Strategy Officer Gareth Goodall.

The release emphasises that the merger is not a rationalisation of the business or a cost-saving exercise. Rather, it is a response to the evolving needs of the market and a desire to elevate the creative product overall.

Creative efficiency is not about fewer brands

“I have never believed that creative efficiency should mean fewer brands and fewer operations,” says Arthur Sadoun, CEO of Publicis Groupe, in the release.

“It is about big ideas from creative minds that are nurtured by a strong agency culture, to have an impact on our clients’ business. In today’s world, it is also about more collaboration and more access to capabilities.”

In an interview with the advertising industry news website, Campaign UK, Carla Serrano, Global Chief Strategy Officer of Publicis Groupe, also emphasised that the merger is not about cutting costs.

“It’s about exponential creativity – bringing together human ingenuity and the potential of AI to tackle today’s complex business challenges,” she said.

Comments the marketing industry news website, Marketing Dive: “The creation of Leo comes as agency holding companies grapple with how to meet client needs around data-driven creative, especially in the age of AI.”

Conference hall stage with a man in a blue suit speaking at a podium on a large screen ticon africa banner visible'shaping the future of ict in africa'

Landmark gathering gets underway with delegates from over 30 countries

Opening plenary hears that securing Africa’s economic future requires businesses to discover new customers and cross-border opportunities.

Pre-conference masterclass discusses taking African brands to the world

Participants challenged to identify, articulate and commercialise the cultural assets that make their brand ready for a global audience.

Three people stand side by side in front of a sports direct backdrop the woman in the middle holds a blue and orange 'sports direct' sign

Africa’s first Sports Direct retail store opens its doors in Nairobi

Second outlet planned for Nairobi before year end, with Nigeria, South Africa and Morocco said to be future target markets.

Person wearing a beige sweater holds a phone with a translucent search bar reading 'search' and microphonecamera icons in the foreground

Search is fragmenting – credibility and trust create the new visibility

Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?

Person shopping at a deli counter holding an orange shopping basket in a cheese section of a supermarket

The move toward future-ready food packaging where materials meet AI

Researchers propose a framework for packaging that senses, learns and acts – making packaging an active, AI-powered tool against food waste.

Conference stage with a woman in a patterned dress speaking to an audience large screens display '' logos and banners for a marketers conference with 'institute of marketing in malawi' branding on stage panels and backdrop

Malawi’s marketers urged to put trust at the heart of the profession

Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.

Lingerie brand creates street-stopping advertising in Manhattan

Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.

We know AI influencers aren’t real – so why do we trust them?

Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.

Hotel receptionist assisting a guest at the check in counter with a gray suitcase nearby behind the desk

Why trust has become a critical asset for hotel industry marketers

Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.

Three people in formal attire pose for a photo at an awards event a woman in a pink dress holds a trophy while two men in suits stand beside her against a gold confetti backdrop

FNB bank’s eBucks programme dominates the 2026 SA loyalty awards

South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.

Portrait of a man with short black hair and a beard wearing a black button down shirt against a light gray background

Zambia’s strongest creative ideas are emerging from local truths

Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.