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. In January 2016, Leo Burnett Worldwide named Rich Stoddart CEO. Stoddart replaced Tom Bernardin.
Multinational clients include Fiat, Samsung, Procter & Gamble, Kellogg's, Altria, Coca-Cola, GM, McDonald's and Pfizer.
Hamburger giant McDonald's began operations in India in 1996. It retained Leo Burnett (India) to provide authentic Indian insights in years of study and planning to meet local conditions with special concern regarding local favorite items, religious-based food taboos and India's strong vegetarian tradition. Its hamburgers are made of lamb or chicken, not beef. It adapted local favorites into items such as McAloo Tikki, a breaded potato pancake on a bun. It divided its kitchens in the vegetarian and nonvegetarian zones making sure that food did not cross the line. Its advertising told Indians that its bright, inviting restaurants did not mean high prices. Its strategy was profits through high volume and low prices. Locally it sponsored sports programs and donations to visible charities.
The agency guided Philip Morris (now part of Altria Group) in building Marlboro into a global brand, with an emphasis on manliness as typified by the image of the Marlboro Man on the American Frontier.
- Integrated & Direct Marketing
- Shopper Marketing
- Strategic Planning
- Brand Navigation
- Media & Mobile
- Ambient & Outdoor
The key corporate leaders in 2014 were:
- Tom Bernardin, Global Chief Executive Officer
- Mark Tutssel, Global Chief Creative Officer
- Patrick Dumouchel, Global Chief Financial Officer
- Michelle Kristula-Green, Global Head of People and Culture
- Giorgio Brenna, Chairman & CEO, Italy
- 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
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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- "Rich Stoddart named new CEO of Leo Burnett Worldwide". Chicago Sun-Times. Chicago Sun-Times.
- "Leo Burnett Clients". leoburnett.com. Leo Burnett. June 2014. Retrieved June 27, 2014.
- William M. O'Barr, "Advertising in India." Advertising & Society Review 9#3 (2008): 1-33.
- Navid Hafez, and P. M. Ling. "How Philip Morris built Marlboro into a global brand for young adults: implications for international tobacco control." Tobacco control 14.4 (2005): 262-271.
- John G. Blair, "Cowboys, Europe and smoke: Marlboro in the saddle." in Rob Kroes and Michael P. Malone, eds., The American West: As seen by Europeans and Americans (1989): 360-83.
- Hilary Cooperman and Relli Shechter. "Branding the Riders:" Marlboro Country" and the Formation of a New Middle Class in Egypt, Saudi Arabia, and Turkey." New global studies 2#3 (2008).
- "Company Overview of Leo Burnett Worldwide, Inc.". Bloomberg Businessweek. Bloomberg. Retrieved June 30, 2014.
- "Leaders". Leo Burnett. Leo Burnett. June 27, 2014. Retrieved June 27, 2014.
- "Creating great ad ideas: Tom Bernardi" CNBC 19 May 2015
- Luque, Manuel de. "Sobre cómo hablar con la gente. Mark Tutsel, director creativo mundial de Leo Burnett comenta el libro" Humankind", que ha escrito en colaboración con Tom Bernadin." Anuncios 1382 (2011): 20+
- Ramón Casamayor, "La comunicación del futuro estará en manos de la gente. Entrevista: Giorgio Brenna. Presidente de Leo Burnett Europa." El País/Negocios 25 (2010).
- 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.