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Leo Burnett

In: Business and Management

Submitted By lejulien
Words 1213
Pages 5
Assignment #1
Advertising Agency Report

Advertising

Barbara J. Moore

2014-10-07

Content History & business 3 Award 4 Carrere 4 5 campaigns: 4 1. IKEA – Human Coupons 4 2. Earls Kitchen + Bar - The Steak Redemption 5 3. Raising the Roof -Repackaging Help 5 4. Always - #LikeAGirl 6 5. Yellow Pages - Highlight Your Hood 6 Bibliography 7

History & business
Leo burnet is one of the most important figure in the advertising world, he first started is firm in Chicago year 1935. Leo is the creator of some of the most fascinating advertising figure like the green giant, Pillsbury dough boy, tony the tiger, the Marlboro man, Maytag repair man… etc.
Focusing on the Canadian side of Leo Burnett enterprise based in Toronto, the CEO and chief executive is Judy John; she was promoted CEO in 2012 and was able to guide the firm to the worlds most awarded Canadian agency in 2012. (about us, 2014). To be able to access the Québec/ francophone market, the firm partenerise with a local firm in Montreal named Martel & Co. (Leo burnett canada, 2014) The Toronto agency as a staff of around 150 employees and 25-30 of them are in the creative department, and seems that’s it is not enough coming from Lisa Greenberg, VP, Creative Director (leo burnett toronto, 2011). In the agency’s is always pushing their employee to participate in extra curriculum activities like sports, Leo Burnett Toronto as both a hockey team and a soccer team. To help there employee to have a better creative mind, the company allow an annual budget for each employees of 300 to spend on things to inspire themselves and produce great work. (leo burnett toronto, 2011) Here are some of the major clients of the Toronto agency: * Ikea * Coors light * P&G * Yellow page * TD Canada trust * Bell * Election Toronto * Smith restaurant

Award
Leo Burnett is one of the Canadian advertising agency with the most award and high list including, the first-ever Digital D&AD Black Pencil, the world’s most-awarded billboard campaign in 2009, and the most awarded Canadian agency at One Show 2011 and 2012.LB Toronto won the inaugural ADCC Agency of the Year (AOY) award in 2011, then Design AOY in 2012. The year also saw Toronto being named Leo Burnett Worldwide AOY, Canada’s Marketing Magazine AOY and Young Guns Design AOY
Carrere
Leo Burnett is proud to say that most of their employee hare could not be happier and that they stay at the agency for a long period of time. It’s mainly because of the way they inspire people to do their best work every time and that they share common belief and respects their employee. There teams is always ready to roll up their sleeves and to get it done. Each years, they are always looking for graduated interested in internship in account management, strategy, creative and production (digital, broadcast &paint). (about us, 2014)

5 campaigns:

1. IKEA – Human Coupons

I really appreciated the way Leo and Ikea worked together to find a way to attract there customer with a different type of advertising. They went outside the box and that’s what I like with Leo Burnett. They reached their target from my opinion since Ikea is a brand for more urban people from 20-40 years old/ young family and the act that it was downtown and with the used of social media it was right in there target market. This advertising campaign won more the 17 award but more important won best of show, gold in best integrated campaign and gold in most innovative idea or concept at the Promo award

2. Earls Kitchen + Bar - The Steak Redemption

Here is another example of innovation from Leo Burnett agency. The fact that they actually went out and searched for un happy customer from any other steak restaurant and invited them to a complimentary steak dinner at earls what amazing. It shows that they actually care for their customer and wish to satisfy everyone. They used a lot of social media to be able to find those unhappy customer and it’s a great idea because those customer will probably go online and tell everyone of their experience and make even more publicity for them, which is why I think the choose their target market correctly. Leo Burnett Toronto won bronze for best use of direct marketing at the promo AWARD. 3. Raising the Roof -Repackaging Help I find this tactic of repackaging the hat to show people where there money will actually go when donating to the foundation by buying a hat is one of the best packaging advertisements I ever seen. The concept was to reposition what buying a hat meant, turning "Please buy a hat" into "Please buy a shower or meal or job interview." Before this campaign the company had difficulty getting money because people didn’t actually know where there money was going and now they could actually choose for which cause it would go. The company was finally able to reach their target goals of 40 000 sales and sold out 9months earlier than expected. With this campaign they won GOLD: Best Use of Packaging and BRONZE: Best Cause or Charity Marketing 4. Always - #LikeAGirl

This campaign really raised awareness and in my opinion changed the aspect of doing something like a girls as an insult to more as a compliment. This is a great cause and I the target market they were trying to hit is really vast because it’s for every girl and women out there and everyone in contact with girls to remind them that there is nothing wrong with being a girls and they should not act differently and they should be themselves. I find this add very touching and made me think differently on how I should act with my little niece. Leo Burnett took home 36 bronze, 19 silver and 11 gold awards, as well as one Grand CLIO and four Hall of Fame inductions

5. Yellow Pages - Highlight Your Hood

I find this campaign was target market as is best since for each different neighborhood they went and did a specific tailored activity or advertisement. Since the campaign was for their new cell phone app the fact that they targeted young people at the beach, bar crowd etc. its event more perfect target market. With this campaign they were able to show people what their neighborhood could actually give them. Leo Burnett Toronto came back with SILVER: Best Integrated Campaign at the promo award.

Bibliography leo burnett toronto. (2011, 07 20). Retrieved 10 02, 2014, from i have an idead: http://ihaveanidea.org/articles/2011/07/20/agency-profile-leo-burnett-toronto/ about us. (2014). Retrieved 10 01, 2014, from Leo Burnett: http://www.leoburnett.ca/about-us/
Leo burnett canada. (2014). Retrieved 10 01, 2014, from adbrands: http://www.adbrands.net/ca/leoburnett_ca.htm winner 2014. (2014). Retrieved 10 05, 2014, from promo awards: http://promoawards.strategyonline.ca/Winners/Winner/2014/?w=raisingtheroof-repackaginghelp leo burnett win bug at 55 clio awards. (n.d.). Retrieved 10 04, 2014, from creativepool: http://creativepool.com/magazine/company_news/advertising/leo-burnett-win-big-at-the-55th-annual-clio-awards-with-their-culturally-significant-campaign.3651

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