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BURNETT UNVEILS NEW ACCOUNT STRUCTURE FOR OLDSMOBILE FOUR ACCOUNT TEAMS TO OVERSEE KEY ASPECTS OF AUTOMARKETER'S BUSINESS

 CHICAGO, May 12 /PRNewswire/ -- James E. Thompson, executive vice president and director of client services at Leo Burnett U.S.A., today unveiled his plan for staffing Burnett's Oldsmobile account, which the agency retained in February after a five-month review.
 Four key client service groups will now oversee the unique needs of the automarketer's business. These include teams devoted to Oldsmobile's car lines; retail merchandising; Oldsmobile's future; and its dealer marketing.
 "During the review, we examined ways to make the entire relationship work better for Burnett and Oldsmobile. Part of that was making substantial changes in key personnel and reporting structure," said William T. Lynch, president and chief executive officer of Leo Burnett Company, Inc., and one of the people who led the successful review. "These four teams, reporting to Thompson, will bring a new customer sensitivity to the playing field that will help us achieve our goals."
 When Burnett retained the business, it was announced the agency would close its 105-person office in Southfield, Mich., staffing the business predominantly from its Chicago headquarters. Burnett also announced plans to open a client contact office near Olds' headquarters in Lansing, Mich., which will handle Oldsmobile business exclusively.
 "Burnett is the largest agency under one roof in the U.S. Basing the business in Chicago gives Olds total access to the deep resources of this agency. At the same time, having a small support team near Olds that can maintain daily in-person contact with the folks in Lansing gives us a true strategic partnership," said Thompson.
 Central to this new partnership is the Car Line Group, which will oversee national advertising and integrated communications. Headed by vice president, account director Jan Olson, this group is responsible for all of Olds' existing products and programs. Reporting to Olson will be a team of 13 Burnetters. With the exception of Olson, who will relocate to Lansing, the Car Line Group will be based in Chicago.
 Joining Olson in Lansing is the Retail Merchandise Group. This 7-person staff, overseen by Burnett vice president, account supervisor Randy Lewis, will develop materials to support dealers at the retail level including designing and producing automobile brochures, specification sheets, catalogues and other dealer and showroom materials.
 A third group, the Futures Team, will consist of five Burnetters, two of whom will make Olds their full-time client. Three other senior staffers will lend their strategic insights to Oldsmobile on a part-time basis, in addition to maintaining their primary client assignments. The group, led by vice president, account supervisor Cynthia Kozlowski, will help Burnett and Oldsmobile realize the vision of Olds' general manager John Rock.
 "The posture and process of the Futures Group will drive an exchange of ideas and concepts that help fulfill that vision," said Oldsmobile general marketing manager Knox Ramsey.
 The final group, the Dealer Marketing Support Team currently numbers five but will grow as necessary, depending on changes in Oldsmobile's dealer marketing group organization.
 "Through a close working relationship, Burnett and Oldsmobile have been able to structure a new organization that will be very integrated into the Oldsmobile business process. Additionally, procedures have been put into place so that top management from Oldsmobile and Burnett communicate on a very frequent basis," said Ramsey.
 Burnett plans on completing the entire transition -- including its media and creative departments -- from Southfield to Chicago by early summer.
 Leo Burnett is a multinational advertising agency network with 55 full-service offices in 40 countries. Billings for its U.S. and international operations totaled $4.304 billion in 1992.
 -0- 5/12/93 R
 /CONTACT: Joe Silberman 312-220-4073, or Wally Petersen 312-220-4186, both of Leo Burnett/


CO: Leo Burnett U.S.A. ST: Illinois IN: ADV SU:

LR -- NY079R -- 7700 05/12/93 15:36 EDT
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Date:May 12, 1993
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