Website www.leoburnett.com | Number of employees 9,000 Founded 5 August 1935 | |
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Divisions Arc WorldwideRokkanTurner Duckworth CEO Rich Stoddart (1 Feb 2016–) Parent organizations Publicis, MMS UK Holdings Limited, MMS USA Holdings, Inc. Profiles | ||
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.
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Clients
Multinational clients include Fiat, Samsung, Procter & Gamble, Kellogg's, Altria, Coca-Cola, GM, McDonald's, Nintendo of America and Pfizer.
Hamburgers
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.
Cigarettes
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.
Leo Burnett Art exhibitions
In 2001 Leo Burnett agency curated an exhibition of the italian painter Umberto Pettinicchio, with photographer Steve McCurry, in Lausanne, Switzerland.
Services
Global Leadership
The key corporate leaders in 2014 were:
Overview
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 prosperity.
The GPC
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."