Leo Italia

What Leo Italia does

Leo Italia, operating under the legal entity LEO BURNETT COMPANY S.R.L., is a Milan-headquartered full-service creative advertising agency founded in 1966 and wholly owned by Publicis Groupe. The agency produces integrated brand campaigns across television, digital, social media, out-of-home, and experiential channels, serving as the Italian creative arm of the global "Leo" constellation that was formed in April 2025 by merging Leo Burnett and Publicis Worldwide into a network of 15,000 professionals across 90 countries. It maintains offices in Milano (headquarters), Torino, and Roma, and serves a roster dominated by large-enterprise Italian and multinational clients including McDonald's, Ferrero (Kinder), Stellantis (Jeep, Fiat, Alfa Romeo), Iren, Birra Leffe, Compass, and Iron Dames, with additional work in healthcare, jewelry, snacks, and nonprofit segments.

The agency's core offering is creative and strategic advertising services — campaign development, brand positioning, production coordination, digital activation, branded entertainment, and multi-channel execution — rather than software or technology products. It draws on an in-house digital unit (Arc), a dedicated branded entertainment partner (Fuse), production resources (Prodigious), and coordinated media planning via sibling agencies OMD, Zenith, and Starcom, operating under Publicis Groupe's "Power of One" model.

Revenue is generated through professional service fees, production billings, and media-related commissions negotiated project-by-project with enterprise clients; no pricing is publicly disclosed and no revenue figure has been reported for the Italian entity. Client acquisition is conducted via direct pitches and enterprise business development rather than volume channels. The Italian entity has no independent funding, no subsidiaries of its own, and operates entirely within the consolidated Publicis Groupe structure, with senior leadership comprising CEO Romeo Repetto, Managing Director Stelio Spadaro, and General Manager Maurizio Spagnolo.

Name

Leo Italia

Legal name

LEO BURNETT COMPANY S.R.L.

Website

https://leoburnett.it

Company type

Private

Founded year

1966

Operating status

Operating

Short description

Leo Italia is a Milan-based full-service creative advertising agency and Italian arm of Publicis Groupe's global Leo constellation, producing integrated brand campaigns across TV, digital, social, and experiential channels for enterprise clients such as McDonald's, Ferrero, and Stellantis.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Advertising Agencies (541810), Advertising Agencies (54181), Other Services Related to Advertising (541890)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Advertising (Brand + Performance + Media) (BPAFAAAA)

akta.pro secondary industries

Experiential, Event & Sponsorship Marketing (BPAFAAAH), Paid Social Advertising (BPAFACAB)

Keywords

• Advertising agency services
• Brand campaign development
• Creative marketing communications
• Integrated marketing content
• Branded entertainment production

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Advertising and Creative Services: Leo Burnett Italy generates revenue through providing advertising and creative services to clients including campaign development, brand strategy, digital marketing, and branded entertainment. Revenue is derived from professional service fees, production costs, and media planning commissions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Leo Italia is a full-service advertising agency that develops integrated creative campaigns for major brand clients in Italy. Its core services cover strategic brand development, campaign conceptualization and production across television, digital, social, out-of-home, and experiential channels, media planning coordination, branded entertainment, and visual identity/rebranding work for enterprise clients including McDonald's, Ferrero, Stellantis, Iren, and Birra Leffe.

Product overview

Leo Burnett Italy operates as a creative advertising agency within the Publicis Groupe network, offering integrated marketing communication services rather than a software product. The agency develops creative campaigns across multiple channels including television, digital, social media, and print for various corporate clients. Their service offering centers on strategic creative development, campaign production, and brand communication work, with no standalone software products, platforms, or developer tools.

Differentiator

Problem solved

Functional benefit

Products and services

• Leo Italia Creative and Advertising Services End-to-end creative advertising services for enterprise brands in Italy, including strategic brand development, campaign conceptualization and production across TV, digital, social, OOH, and experiential channels, media planning coordination, branded entertainment, and visual identity/rebranding work. Sold to enterprise clients such as McDonald's Italy, Ferrero (Kinder, Estathé), Stellantis (Jeep, Fiat, Alfa Romeo), Iren, Birra Leffe, Compass, Iron Dames, Caffè Borbone, and Le Conserve della Nonna.

Named customers14 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core, major and supporting.

• Publicis GroupecoreOthersParent company of Leo Burnett Italy. Following the 2025 merger of Leo Burnett and Publicis Worldwide into 'Leo', the agency operates as part of the global Publicis network with access to data, technology, and media capabilities under the Power of One model.
• OMDcoreGTM or Marketing PartnerMedia planning partner for multiple campaigns including McDonald's, Jeep, and other major clients. Coordinates TV, digital, and multi-channel campaign planning.
• Fuse (Omnicom Media Group)coreGTM or Marketing PartnerBranded entertainment unit specializing in influencer marketing and experiential activations. Coordinates influencer campaigns for McDonald's and other clients.
• ProdigiousmajorImplementation/ SI/ Consulting PartnerProduction partner handling post-production services including video post-production, VFX, color correction, and audio post-production for campaigns.
• Collective (Publicis Groupe for Stellantis)majorStrategic or Co-development PartnerGlobal team combining creativity, media, and digital consulting capabilities specifically designed for Stellantis automotive accounts.
• Arc (Leo Burnett Digital Unit)majorTechnology or IntegrationDigital unit of Leo Burnett responsible for web development, digital platforms, and technology-driven creative solutions for clients like Iron Lynx.
• ZenithsupportingGTM or Marketing PartnerMedia strategy partner for Ferrero brands including Kinder and Estathé campaigns.
• StarcomsupportingGTM or Marketing PartnerMedia and communications partner for DonnaOro Elements repositioning campaign.
• Various Production CompaniessupportingImplementation/ SI/ Consulting PartnerNetwork of production partners including Movie Magic International, Indiana Production, Think Cattleya, Withstand Film, and others for TV commercials, digital content, and branded entertainment.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Armando Testa: Italy's largest independent advertising agency with a strong creative reputation and decades of heritage serving major Italian and international brands. A key independent competitor to Leo Italia on creative-led campaigns in the Italian market.
• McCann Worldgroup Italy: IPG-owned global creative network with a strong Italian operation serving FMCG, technology, and consumer brands. Competes with Leo Italia for integrated creative mandates and shares the enterprise agency-of-record pitch landscape in Italy.
• Saatchi & Saatchi Italy: Publicis Groupe sister agency operating in Italy, offering creative and brand-building services. Sibling network competitor that may share or compete for enterprise client mandates within the same parent group's portfolio.
• Dentsu Italy: Japanese-headquartered global advertising network with Italian operations offering integrated creative, media, and digital services. Competes with Leo Italia on multi-channel enterprise mandates in Italy.
• Havas Italy: Global advertising and communications group with Italian operations serving consumer, healthcare, and luxury clients. Direct competitor in the Italian full-service agency market, particularly for integrated brand campaigns.
• Grey Italy: WPP-owned global advertising network with Italian operations serving consumer brands with creative and strategic services. Direct competitor for brand campaign work on shared multinational accounts in Italy.
• BBDO Italy: Omnicom-owned global advertising network with Italian operations focused on creative campaigns for major consumer brands. Direct competitor for full-service brand campaign work across Italian FMCG, automotive, and retail clients.
• TBWA\Italy: Omnicom-owned creative agency with strong presence in Italy, known for disruptive creative work and serving multinational clients including Apple and others. Competes head-to-head with Leo Italia on creative-led brand campaigns in the Italian market.
• Ogilvy Italy: WPP-owned full-service advertising agency in Italy offering brand strategy, creative, digital, and media services to enterprise clients including multinational FMCG and automotive brands. Direct competitor to Leo Italia on shared multinational client rosters within the Italian market.
• VMLY&R Italy: WPP-owned global creative agency with digital and brand-building capabilities operating in Italy. Competes for integrated creative and digital transformation mandates in the Italian enterprise segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/leoitalia

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Leo Italia