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Publicis Groupe McDonald's Leo Burnett

New chief strategy officer lands at Leo Burnett


By Doug Zanger, Americas Editor

February 19, 2016 | 2 min read

Sands continue to shift in the Publicis world as Leo Burnett tapped Marcello Magalhaes as its new chief strategy officer (CSO) — and succeeds former CSO Mick McCabe who was recently named global chief strategy officer at parent company Publicis Worldwide.

Most recently a partner and VP of strategic planning of Leo Burnett Tailor Made in São Paulo, Magalhaes will partner with Leo Burnett CEO Rich Stoddart to drive the strategic direction of the US agency and oversee the agency's strategy department. He will also serve as the global strategy lead on McDonald's and work across the agency's portfolio of clients. His new role begins in March.

"During his five years at Leo Burnett Tailor Made, Marcello's proved that he can rightly guide clients, grow an agency and inspire employees," said Stoddart. "He's what our agency and clients need today. He was a change agent in Brazil, and I know he'll bring that same mentality and passion to Chicago."

During Magalhaes' time at Leo Burnett Tailor Made, the agency doubled in revenue, was crowned the most awarded agency in Brazil in 2014, and was the most awarded agency at the 2014 Brazilian Effie Awards.

In São Paulo, Magalhaes worked with brands including Samsung, Fiat-Chrysler (FCA), Brasil Kirin, Carrefour, Disney and Jeep. He was also the strategic lead on Effie-winning campaigns including ABTO "Bentley Burial," P&G "Grubby Bra" and Vitoria F.C. "My Blood Is Red and Black."

In 2015, Marcello was named Planner of the Year at the Caboré Awards, the industry's most prestigious award in Brazil.

Publicis Groupe McDonald's Leo Burnett

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