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.
Clients Multinational clients include Fiat,
Samsung, Procter & Gamble, Kellogg's, Altria, Coca-Cola, GM, McDonald's and
Pfizer. = Hamburgers=
Hamburger giant McDonald's began operations in India in 1996. It retained
Leo Burnett 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 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.
Services Integrated & Direct Marketing
Shopper Marketing Strategic Planning
Brand Navigation Design
Optimization Digital
Media & Mobile Ambient & Outdoor
Promotions Global Leadership
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 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 = 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
populism. = 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 to 10. 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."
See also History of advertising
References External links
Official website publicisgroupe.com