Burnett's Andrew Swinand: Race is On for Shops to Beat Consultants
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Leo Burnett has launched The Core, a new offering that brings together the group’s existing data, analytics, research, CRM and search technology capabilities with the goal of creating more personalized content for clients.
The Core, which will serve as a resource for the entire Leo Burnett Group, including Leo Burnett, Arc and Rokkan, is being led by John Lowell, former VP-product strategy at Uptake. Mr. Lowell previously co-founded Ardent with Andrew Swinand, who joined Leo Burnett North America as CEO earlier this year. Upon Mr. Swinand’s appointment, Burnett acquired Ardent and The Abundancy, two digital shops from the portfolio of Abundant Venture Partners, an accelerator network of startups and tech firms that Mr. Swinand began when he left SMG in 2011.
Ad Age discussed with Mr. Swinand exactly “The Core” is and why he believes it can provide a competitive advantage for the Leo Burnett Group in going up against other agencies and consultancies.
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