Leo Burnett Adds New Samsung Strategy Director

Leo Burnett Chicago is appointing Aki Spicer as its first-ever executive vice president, global strategy director to oversee strategy for the agency's Samsung account. He will also serve as strategy leader for the bespoke global partnership known as One Publicis Team Samsung.

Samsung has a longstanding relationship with Publicis Groupe agencies. Leo Burnett was the first Publicis Groupe agency to join the Samsung roster in 2004. 

In his One Publicis role, Spicer will help to unify strategy across brand, creative, media, online and experience teams, to ensure a consistent brand voice across all consumer divisions, markets and encounters.

He will report jointly to Emma Montgomery, chief strategy officer, Leo Burnett Chicago and Steve Bonnell, EVP, Samsung Worldwide Account Head, Leo Burnett. 

Spicer joins the agency from TBWA/Chiat/Day, where he served as CSO, responsible for reshaping the agency’s “Strategic OS.” His recent work includes a North America repositioning of Nissan and the global rebrand and launch of Hilton Enterprise’s “Expect Better, Expect Hilton." 



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