This Tuesday (5), Publicis Groupe announced changes in its leadership; Fernando Diniz, until then at DPZ, takes on the role of CEO of LBTM
Publicis Groupe announced, yesterday (5), a restructuring of the company’s leadership. The main one, without a doubt, was the departure of Marcelo Reis from the positions of CEO and CCO of Leo Burnett Tailor Made. And, in his place, Fernando Diniz takes over.
Diniz had been at DPZ for seven years and was responsible for two phases of transformation and restructuring of the agency, such as the name change from DPZ&T to DPZ, in July 2022.
Marcelo Reis made a career in the creative field and, at LBTM itself, created the case ‘Vem pra rua’, for Fiat, in May 2013.
This Wednesday (6), the executive released a letter to the agency’s employees. In it, Reis wrote that ‘much more important than the name I take off the door, are the values I leave on the walls’.
“I leave a solid, creative, happy, ethical, empathetic house, decorated with unique professionals, with a sense of community and a huge commitment to the needs of clients. Leo is different and will always be”, he wrote.
Read the full farewell letter from Marcelo Reis from LBTM below:
“Thank you letter to my eternal boss.
Thank you, Mr Leo Burnett. I wake up today, December 6th, proud of my almost 16 years (3+13) living in your house. Much more important than the name I take off the door, are the values I leave on the walls. I leave a solid, creative, happy, ethical, empathetic house, decorated with unique professionals, with a sense of community and a huge commitment to the needs of clients. Leo is different and will always be.
Leo loves her brands, but, above all, she loves the people behind the brands. Thank you, to the leaders Liel, lvaro, Anna Carol, Pedrolli, Fabiola, Pedro, Emanuele, Antonio, Zola, Fred, Hugo, Adriana, Ana, Debora, Paula, Ricardo, Alexandre, Gustavo, Lucia, Anna Karina, Arthur, Thiago, Gustavo, Francine, Daniel, Marcos, Luis, Bruno, Glauber, Noronha, Nathalia, Lilla, Rafa, Sandro, Tomas, Christian, Andrea and Rachid. The longing will be mutual.
I also leave behind winning and desired brands, such as, for example, Fiat, the unattainable sales leader, once again, with products that are Brazil’s dream. Together, we teach people to love their cars. I leave an entire team on top of the Effie stage, twice celebrating the memorable R-Tim-Bum Castle for Oreo. It was super fun! I leave Club Social bursting with sales and Trident defining the existence of the gum category. As my client/friend would say, I leave the best 360 launch campaign for the Galaxy S23 line inspiring everyone, from So Paulo to San Francisco.
I leave an invitation to Brazilians to enjoy the summer on the roads in the swing of Movida’s newest campaign. I leave Oral-B, Abbott, Nivea behind, but I keep them in my house as a consumer. I leave an awareness movement against violence against women launched within the STF together with Abap. I leave prospects seduced by the possibility of joining the Leo family. I’m cheering from the sidelines. I leave a wall full of trophies supporting the foundation of this agency, which is one of the most awarded in the world. I leave a company that faced total reconstruction in 2011 and, since then, there have been years of growth, evolution, technology, implementation of the use of data and complete digital transformation.
Even in 2023, there were the crises and the remnants of the pandemic. And I leave this duty fulfilled thanks to an unstoppable and tailor made team. I leave Leo ready for the future. I leave a diverse company, black, white, yellow, indigenous, peripheral, PCD, neurodivergent, hetero, LGBTQIAPN+, the only agency on the market listed in the Ethos Institute survey, and which proudly has the majority of women in leadership. Well, but, above all, I leave friends. Hundreds of them who didn’t even care if my name was on the door or not. Because he wasn’t. Beneath tears clinging to the vocal chords, they ensured that my name would be in their heavy hearts. And they reminded me of smiles, conversations, debates, analyses, studies, brainstorms, presentations, celebrations, fights and hugs that, from now on, will only happen remotely.
Life is just like that, close colleagues, made up of affective and inspiring encounters and technical and bureaucratic disagreements. But, think about it, burnetters, it doesn’t matter if Marcelo, Maria, Joana, João, Pedro or Paula, the name that will appear on the front door, nothing, nothing, surpasses the values and integrity of those three little letters that make this company is simply fascinating. Thanks boss. LEO will always be LEO, we who are passing through. Except for the beautiful and brilliant Marlene Bregman, who is eternal.
Marcelo Reis“
