Publicis Merges U.S. Agencies Handling Buick, GMC

French advertising conglomerate Publicis Groupe has combined its Leo Burnett and DigitasLBi agencies in Detroit to form a new unit, Engage M-1, to integrate advertising work for General Motors Co.’s Buick and GMC brands.

Previously, Leo Burnett produced creative for Buick and GMC, and Digitas handled digital media for the two brands.

Robert Guay, previously managing director for Digitas’ Boston and Detroit offices, retains those roles but adds responsibility for Engage M-1. The new agency’s M-1 designation refers to Woodward Avenue, the central roadway in Detroit).

Sources tell Advertising Age that Ian Jones, who ran Leo Burnett Detroit, is leaving. No other staff cuts are planned, and the current Leo Burnett and Digitas offices in Detroit will be maintained, according to Digitas.