Publicis Groupe merging two creative networks to create Leo [Video]

It’s a new year, and the ad industry already has a new mega merger to talk about. Publicis Groupe announced Tuesday morning that it is combining its Publicis Worldwide creative agency network with Leo Burnett to create a new global brand, Leo.

The release announcing the change emphasized that the merger is not about efficiency—a common rationale behind agency mergers in recent years—and is instead a response to the evolving needs of the market and a desire to elevate the creative product overall.   

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

“This is not an efficiency …