Chemistri Takes on Leo Burnett Name

Chemistri, a Publicis Groupe agency, has rebranded as Leo Burnett Detroit, a natural evolution for the advertising agency, which has been an independent Leo Burnett Worldwide operating unit since 2003.

The agency focuses on a single client, GM, handling its Pontiac and Cadillac automotive brands as well as GM service and parts operations and several global GM operations.

Jim Moore has been named to head the agency. Tor Myhren will be executive creative director.

Leo Burnett Detroit will continue to be based in Troy, MI, about 25 miles from GM's Renaissance Center Headquarters.

In a related development, the agency's regional marketing partner for GM field service operations, the Chemistri Martin Group, is changing its name to the Martin Retail Group to reflect the agency name change.