Leader... Burnett reaps reward for standing firm

When an agency resigns an account, the typical response is to pause briefly and admire its principled stand, before swiftly asking which of its competitors will swoop in to grab the untended client.

Which makes CSL’s decision to reappoint Leo Burnett rather surprising.

To see an agency vindicated in this manner remains a rarity in the industry, which itself speaks volumes about the short-termism that now runs rampant. Burnett should be applauded for standing on principle; CSL for swallowing its pride. Together, they have proved that resignations need not be meaningless gestures.
| Leo Burnett , telecom