Leo Burnett Ad Agency Integrates Data and Analytics Teams

Ad agency Leo Burnett North America has combined several units to create an integrated data and analytic offering called The Core. Not a reference to the nonsensical science fiction film, alas. The Core brings together specialists in predictive analytics, CRM and loyalty programs, and quantitative research. Agency CEO Andrew SwinandIt told Ad Age the move is intended to help Burnett defend it turf against tech consultancies who are adding creative agencies. Also, if you haven’t seen Burnett’s advertisement where an ostrich uses a Samsung virtual reality headset to learn to fly, take a moment to be inspired.