Learning to “Think Big” with Leo Burnett

With a communications background, I was in my element during our visit to Leo Burnett Costa Rica. Over the weekend, the agency had won various awards, including “Agency of the Year” and “Best Work in Show”! The following video highlights their campaign that won the “Best Work in Show”:

While I am not from Costa Rica this video touched my core – congratulations Leo Burnett on an excellent campaign with humankind at its core!

Now you are asking what is this humankind philosophy? “Humankind is not about advertising or brand propositions or selling products.  It’s about people and purpose.   It’s an approach to marketing that serves true human needs.  Everything that LB does for brands is designed with human purpose in mind.  A brand without a purpose is one that will never be understand or embraced by people.  A brand with purpose can be a true agent of change and transform the way people think, feel or act.  A brand with a true HumanKind purpose can change the world.  LB’s dream is to be the best creator of ideas that truly move people”.

Our visit allowed us a glimpse to see how Leo Burnett is able to develop communications with the humankind philosophy at the core.  The integrated research, design, and implementation process allows Leo Burnett to help their clients connect with customers, and foster a two-way conversation.  This visit came at a perfect time since we just finished a marketing class with Dr. Luchs last week!



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