Leo Burnett Worldwide
|Headquarters||Leo Burnett Building
Chicago, Illinois, United States
Number of employees
Leo Burnett Company, Inc., otherwise known as Leo Burnett Worldwide, Inc., is an American globally active advertising company, founded in 1935 in Chicago by Leo Burnett. Part of Publicis Groupe, Leo Burnett is one of the largest agency networks with 85 offices and 9,000+ employees.
Multinational clients include Fiat, Samsung, Procter & Gamble, Kellogg's, Altria, Coca-Cola, GM, McDonald's and Pfizer.
- Integrated & Direct Marketing
- Shopper Marketing
- Strategic Planning
- Brand Navigation
- Media & Mobile
- Ambient & Outdoor
- Tom Bernardin, Global Chief Executive Officer
- Mark Tutssel, Global Chief Creative Officer
- Patrick Dumouchel, Global Chief Financial Officer
- Giles Hedger, Chief Strategy Officer
- Michelle Kristula-Green, Global Head of People and Culture
- James Kirkham, Global Head of Social and Mobile
- Alison McConnell, Global Chief Marketing Officer
- Catherine Guthrie, President, Multinational Clients; Arc Worldwide Global Practice Leader
- Giorgio Brenna, Chairman & CEO, Italy
- Eddie Booth, Regional Chairman & CEO, Greater China
- Jarek Ziebinski, President, Asia Pacific
- Olga Lucia Villegas, President, Latin America
- Raja Trad, CEO, Middle East & North Africa
- Vladimir Tkachev, Chairman & CEO, Russia & Eastern Europe
- Rich Stoddart, CEO, North America
- Andrew Edwards, Chairman & CEO, UK & Central Europe
- Carla Michelotti, Chief Legal, Government & Corporate Affairs Officer
HumanKind is the brand philosophy behind Leo Burnett, which asserts that modern-day communication needs to be rooted in fundamental human need. HumanKind operates on four pillars - people, purpose, participation and populism.
The Global Product Committee, otherwise known as the GPC, is a delegation of top creatives from the Leo Burnett network which meet to assess the agency's creative product. Several times a year, this group convenes to grade advertising generated from around the global network on a scale from 1-10.
The HumanKind Scale
The aforementioned scale used by the GPC is known as the "HumanKind Scale," and grades work from 1 ("destructive") to 10 (a project that "changes the world'). A score of 7 has emerged as a benchmark, awarded to work that demonstrates "an inspiring idea, beautifully crafted," otherwise known as a "HumanKind act."
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- Bernardin, Tom; Tutssel, Mark (2010). HumanKind. United States: powerHouse Book. ISBN 978-1-57687-549-0.
- "An Introduction to HumanKind". Vimeo. Leo Burnett Worldwide. Retrieved July 2, 2014.
- Bihl, Martin. "Leo Burnett Execs Unravel How Humans Connect With and Process Advertising". Advertising Age. Advertising Age. Retrieved July 2, 2014.
- "The Leo Burnett Global Product Committee". Vimeo. Leo Burnett Worldwide. Retrieved July 2, 2014.
- HumanKind. United States: powerHouse Books. 2010. pp. 52–65. ISBN 978-1-57687-549-0.