This edition of Pencil Shavings captures the fourth Global Product Committee meeting of 2014, held last month in Beijing. In addition to the 4Q14 collection of 8-ball and 7+ work, this issue includes a profile of LB Sri Lanka (Colombo), coverage of the 2014 Agency of the Year Awards and much more.
Dreamforce 2015 - The Headlines and the Highlights with Gary McGeorge, Desynit
Gary summarises the must-know information, for Sales, Marketing, Service and for everyone, from Dreamforce 2015.
This edition of Pencil Shavings captures the fourth Global Product Committee meeting of 2014, held last month in Beijing. In addition to the 4Q14 collection of 8-ball and 7+ work, this issue includes a profile of LB Sri Lanka (Colombo), coverage of the 2014 Agency of the Year Awards and much more.
Dreamforce 2015 - The Headlines and the Highlights with Gary McGeorge, Desynit
Gary summarises the must-know information, for Sales, Marketing, Service and for everyone, from Dreamforce 2015.
Presented at the Digital Dealer Workshop in Houston, Texas on October 27, 2014. Local SEO is incredibly important for auto dealers, but most dealers don't know anything about it. Since most automotive SEO providers don't do any Local SEO, it's important for dealers to understand what's involved. This presentation walks dealers through the basics so they can understand how to avoid the shady providers, and so they can learn to do their own SEO.
Google Analytics integrated more in-depth reporting for Social Media within the dashboard and you can now see how many visits are coming from each social media sites, and this includes sites you probably don’t do anything on or have heard of, plus how the visitors are interacting with the website and converting.
Finding the value of Social Media: The IBM perspective. Roy Lee, UK & Irelan...Fox Parrack Singapour
Presented at Fox Parrack Singapour's Inside Knowledge Seminar, 17th June 2010.
IBM has been one of those pioneering organisations, very much at the vanguard of the digital media revolution. With innovation and experimentation at the heart of their approach, Roy will share insights into IBM’s Social Media journey; some of the early successes, lessons learned so far and the continuing internal debate into the quest to find the real value for the business.
The speakers have agreed to share their presentations on the basis that if you use any element of these presentations, please reference them as the source.
Presented at the Digital Dealer Workshop in Houston, Texas on October 27, 2014. Local SEO is incredibly important for auto dealers, but most dealers don't know anything about it. Since most automotive SEO providers don't do any Local SEO, it's important for dealers to understand what's involved. This presentation walks dealers through the basics so they can understand how to avoid the shady providers, and so they can learn to do their own SEO.
Google Analytics integrated more in-depth reporting for Social Media within the dashboard and you can now see how many visits are coming from each social media sites, and this includes sites you probably don’t do anything on or have heard of, plus how the visitors are interacting with the website and converting.
Finding the value of Social Media: The IBM perspective. Roy Lee, UK & Irelan...Fox Parrack Singapour
Presented at Fox Parrack Singapour's Inside Knowledge Seminar, 17th June 2010.
IBM has been one of those pioneering organisations, very much at the vanguard of the digital media revolution. With innovation and experimentation at the heart of their approach, Roy will share insights into IBM’s Social Media journey; some of the early successes, lessons learned so far and the continuing internal debate into the quest to find the real value for the business.
The speakers have agreed to share their presentations on the basis that if you use any element of these presentations, please reference them as the source.
Are you speaking a foreign language to your target audiencePublicityresults
Drew Gerber, CEO of Wasabi Publicity, Inc.,discusses how you might be speaking to your target audience in a foreign language and you don’t even know it.
This edition of Pencil Shavings captures the first Global Product Committee meeting of 2014, held last month in Singapore. In addition to the 1Q14 collection of 8-ball and 7+ work, this issue includes a profile of Singapore ECD, Tim Green, wrap-ups from AdFest and Dubai Lynx, a Black Couch conversation with Paris' Xavier Beauregard and much more.
What Marketers Can Learn From the GoldiBlox "Girls" Parodyjimbler
We all loved the goldiblox "Girls" parody. Here's a quick framework i used to explain to some marketers why i thought it was great. The goal of the presentation was to create a framework for understanding why this worked and what we as marketers can learn from it.
We all loved the goldiblox "Girls" parody. Here's a quick framework i used to explain to some marketers why i thought it was great. The goal of the presentation was to create a framework for understanding why this worked and what we as marketers can learn from it.
The presentation talks about one of the possible executions in positioning an ad agency. It is seen that the organizations which claim to be the experts in developing great brands often have the worst brands. These organizations need to brand themselves too, and here is one way to do it
Hello friends,
Yes, it’s that time of year again: a time for fruitcake, impassable traffic outside shopping malls, and the frantic search for the perfect gift. It’s also the time of year for that ubiquitous agency output — the trend piece.
I’ve generally found that these ponderous tomes have a shelf life roughly equivalent to the fruitcake mentioned above. After that, they become great paperweights or door-stoppers. Which is a shame, because a lot of time, sweat equity, and research go into developing them.
We often remark that 22squared is a different kind of agency — nimble, independent, collaborative — so it’s only fitting that we think about trends a little differently. We’re driven by a radical idea: that we should hold ourselves accountable for our lofty trend predictions.
Rather than creating a massive trend review and sending it out into the ether, never to be discussed again (until next’s years assignment rolls around), we wanted to revisit predictions we made at the outset of the year and see how close we came to gauging the future.
This is not to pat ourselves on the back if we were dead-on, or shame ourselves if we were dead-wrong, but rather to make sure we’re always building upon our learnings. At the end of the day, we believe trends are organic things: not a static fact at a certain moment in time, but living, evolving, shifting patterns that shape and guide the world we live in. It’s by charting the course of these predictions over time that we can begin to see (and harness) the impact they make on our clients’ businesses, and thus know what to look for in the coming year.
This piece has been a true collaboration, both within the Brand Planning department and across disciplines here at 22squared. We hope you’ll enjoy reading it as much as we enjoyed pulling it together. We also sincerely hope that, as the new year rolls around, you won’t be using this as a door-stopper, but rather referencing it throughout the year to see how we stack up for next year’s trends time capsule.
Happy holidays, and happy reading -
Jen Grant, SVP, Director of Brand Planning, 22squared
Leo Burnett London’s in-house experts and partners present “Predictions: 2017,” a collection of the hottest trends to look forward to this year. Read on to learn more about consumer behavior, brand sponsorships and retail technology.
Eye On: Why Do Instagram Stories Matter?Leo Burnett
On August 2, Instagram rolled out Stories, a function intentionally similar to Snapchat’s Stories, which allows users to capture and share content that disappears after 24 hours. In this Eye On report, we explore what Instagram stories are, how they work and, most importantly, what this update means for marketers, influencers and the digital sphere as a whole.
Tags: social media, technology, marketing, digital marketing, influencers, influencer marketing, technology updates, Snapchat, Snapchat Stories, Instagram, Instagram Stories, Instagram update, social media marketing, digital advertising
The Buying Acceleration and Incentive Tool (B.A.I.T.)Leo Burnett
A new marketing tool created by Leo Burnett and Arc identifies how short-term sales offerings might align with long-term brand building. B.A.I.T was based on a six-month, 9,300-person study to help brands quicken the path to purchase and reinforce brand affinity.
Twitter’s new algorithm ranks tweets based on users’ past engagements. The new timeline can increase visibility of a brand’s tweets hours after they have been published.
Where is this year’s mobile battleground? Will virtual reality become mainstream? Who will be catalysts of change? Let’s explore with Leo Burnett London’s annual predictions — a collection of thoughts about future trends of 2016.
Over the past few weeks, the shopping experts at Arc have inundated you with the best of the best in holiday shopping hacks. With the holiday shopping season still in full swing, be sure to check out our full infographic with all of the tips you don’t want to miss.
Arc teamed up with Alcon to create this innovative approach to get kids and parents educated about children’s eye care. Read more about the project here: http://leoburnett.com/articles/work/how-a-hedgehog-is-spreading-the-word-about-healthy-eyes/
Hi there. Welcome to the latest Frisk special!
We’ve got a rather chewy edition for you this month. You see, there’s a general election happening - you’ll have spotted this in the press, unless you live in a Grand Designs- style eco-bunker with no TV and patchy wi-fi. It’s kind of a big deal.
The Big Three – Cameron limbering up in the blue corner, Miliband boxing clever in red, Clegg strapping on his yellow gloves – have been set for a rumble for some time, closing in on the last corner of the ring where Farage, Sturgeon, Wood and Bennett are fighting for the title of ‘fourth credible option’. A subjective notion, of course.
Free democratic elections are the ultimate expression of modern fairness – if you don’t put an X in the box, you don’t have the right to complain about whoever’s in power, right? Well, that may or may not be the case, as voter apathy continues to plague the ballot boxes (or rather, totally leave the ballot boxes alone while going to the pub instead to complain about how ‘they’re all the same’ or ‘none of them are worth voting for’) – so will this general election be any different to those of recent-ish years? Have the televised leaders’ debates and massive social media buzz turned this into our first truly digital election? Are people better informed today, or just angrier and more annoyed? This report aims to give you an eye-opening view on the nature of the whole hoopla.
Flipping through these colourful pages you’ll find insight from all corners of Leo Burnett London – what politics can learn from advertising (and vice versa), the culture of voting as it applies to women and to youth, a data angle, a social media angle, and a retrospective snapshot from the Creatives. There’s much to intrigue here.
I do hope that you enjoy what you read. If so – or indeed, if not – be sure to fire some feedback into the Twittersphere: the handle’s @LeoBurnettLDN.
See you next month for more of this punchy wordism.
Daniel Bevis
Senior Knowledge Editor
Leo Burnett London
Howdy. Welcome to the latest Frisk special.
We’re deep into 2015 now – still not quite sure how that happened, something to do with the Higgs Boson probably – and it’s been making us think a lot about the subject of Loyalty.
Did you make a new year’s resolution? And if so, did you stick to it? We’ve found a fairly even split between people who’ve remained loyal to their self-imposed vows and those who gave up after about fifteen minutes...
Of course, Loyalty spreads much wider than simply remembering to cycle to work because you told everyone you would. Giles Hedger’s Admap piece, which you’ll find within, posits that we need to think about brand loyalty as an outcome of successful brand building. We’ve also spoken to Canvas8, who suggested that a key facet of building customer loyalty is to be a bit annoying and rude, as well as quizzing the team in Arc Sponsorship for their views on the loyalty journey. And, as ever, we’ve picked the brains of the Planning department to get their own entertainingly disparate views on the subject.
So, plenty there to stimulate the ol’ grey cells. I do hope that you enjoy what you read. If so – or indeed, if not – be sure to fire some feedback into the Twittersphere: the handle’s @LeoBurnettLDN.
See you next month for more of this thoughtsmithery.
Daniel Bevis
Senior Knowledge Editor Leo Burnett London
Hugs and Disses: Valentine's Day Insights from ArcLeo Burnett
Have you ever felt like your partner missed the mark on Valentine’s Day? Arc, the brand activation agency within the Leo Burnett Group, is here to make sure that this year Cupid’s arrow hits its target. A new survey reveals the truth about how people really feel about Valentine’s Day. Based on the responses of a gender balanced and generationally representative group of men and women aged 21-69, the U.S.-based survey, “Hugs and Disses” uncovers the differences between how men and women approach Valentine’s Day as well as statistics specific to different generations.
Arc shares these national survey results that help us better understand consumer behavior and attitudes surrounding Valentine’s Day. The survey is an extension of Humans Being, an ongoing exploration that pieces together the story of us. It’s a study on the changing face of humanity in culture, society, emotion, values and the human condition.
“As marketers, we’re always seeking to better understand how people think and behave in the real world,” said Nick Jones, EVP, retail practice lead, Arc Chicago. “The survey gives us a glimpse into the personal expectations, purchasing behaviors and attitudes of couples as they celebrate this annual romantic holiday.”
The special edition of Leo Burnett London's Frisk is here. Frisk: Predictions 2015 aims to be different from the plethora of other prediction newsletters you may see circulating. We promise.
The Sharing Economy: Where We Go From HereLeo Burnett
The above is a report compiled by Leo Burnett aimed at uncovering the unspoken realities of the American sharing economy. Visit humansbeing.leoburnett.com for more information.
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PRESS RELEASE
NEW RESEARCH GETS INTO THE UNDERBELLY OF THE SHARING ECONOMY
A U.S. Study by Leo Burnett Decodes What Brands Need to Know About the Future of American Entrepreneurship
CHICAGO – A new study by global advertising agency Leo Burnett, “The Sharing Economy: Where We Go From Here,” reveals the surprising and unspoken realities of the sharing economy in America and what’s truly happening in it. The research provides insights into how people perceive, and participate in, the sharing economy.
“The sharing economy is taking on a life of its own, but it is much more nuanced than we realized,” said Chief Strategy Officer Mick McCabe, Leo Burnett USA. “Our research reveals the psychology and the behaviors of sharers that can help guide brands including why people share and why they do not.”
Sharing has more texture than what’s largely reported in the media. People are chiefly motivated by practical needs, convenience and the ability to save or make money. A nominal 35 percent of people are primarily motivated to share by altruism, community and the environment.
About Humans Being
Inspired by Leo Burnett’s HumanKind philosophy, Humans Being is a thought leadership series and ongoing exploration that pieces together the story of us. It’s a study on the changing face of humanity in culture, society, emotion, values and the human condition. We explore the intersection of where cultural trends become norms and ultimately mores. Humans Being “Sharing” follows the “Relationships” and “Technology” editions that explore the cultural and technological influences on relationships and the changing role of technology in society. Visit humansbeing.leoburnett.com for more information.
About Leo Burnett
Leo Burnett Worldwide operates with a simple and singular approach: put a brand’s purpose at the center of communications to truly connect with people. Part of the Publicis Groupe, Leo Burnett Worldwide embraces a HumanKind approach to marketing and is one of the world’s largest agency networks with 85 offices and nearly 9,000 employees. The global agency works with some of the world’s most valued brands including Coca-Cola, Fiat, Kellogg’s, McDonald’s, Nintendo, P&G, Samsung and Tata among others. For the past four years, Leo Burnett has been ranked #1 in "New World Thinking" by The Gunn Report. In 2014, Leo Burnett was named "Network of the Year" at the International ANDY Awards, ADC Awards, MENA Cristal Festival and at the inaugural Cannes Health Lions. To learn more about Leo Burnett Worldwide and its rich, 80-year history of creating iconic brands, visit our site, Facebook page and follow us via @leoburnett.
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Twitter Introduces Audio Cards: What Brands Need to KnowLeo Burnett
Bring in da noise.
In our latest Eye On (which spotlights the latest social trends, updates and launches), we take a deeper look at Twitter's newest feat: audio cards.
Last week (in partnership with SoundCloud and iTunes), as an addition to their growing lineup of multimedia-enabled, interactive tweets, Twitter launched audio cards, which are able to be docked and listened to while users explore other parts of Twitter.
Scroll through to learn more.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
How to Use AI to Write a High-Quality Article that Ranks
4Q13 Pencil Shavings, Buenos Aires
1. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 4Q
13
A Letter from Mark
Dear Friends,
The great Argentine writer Jorge Luis Borges once observed that “it seems to me a fiction that Buenos Aires was
ever founded, as I judge it to be as eternal as the sea and wind.” Every time I visit this timeless and incredibly
vibrant city, I feel like I get a little bit closer to understanding his sentiment. Buenos Aires is an easy place to love.
Even though I’m still nursing some deep bruises from watching Diego Maradona and his “Hand of God” make
short work of my English side during the 1986 World Cup, I can’t help but feel an affinity for the passionate people
who make this place such a rich cultural hub. Argentina’s capital has always been a breeding ground for unique
ideas, and it’s a place where creativity and fertile imaginations thrive. Maybe it’s the good wine everywhere, or the
soft steaks, or the pulse of streets that only truly come alive after nightfall. In any case, it’s always a joy to visit one
of South America’s greatest cities, and I’m delighted to share with you the results of a very productive work week.
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2. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 4Q
13
At the beginning of November, I joined people from across the planet who descended on Buenos Aires to attend
the 16th annual El Ojo de IberoAmerica Festival. El Ojo is a critically important show in Latin America that grows
in scope and influence each year. This year, I had the honor of delivering a keynote address entitled ‘Creativity
Without Borders’ alongside James Kirkham, founder of Holler / London and Leo Burnett’s new Global Head
of Social & Mobile. Delegates from our 4Q13 Global Product Committee and members of LB/WW’s Executive
Leadership Team were also at the festival, and our presence left an impression on the thousands of industry
delegates from across the region who attended. It was a learning experience for everyone. As multiple GPC
members observed as our week concluded, we would all leave Buenos Aires as better professionals, full of
inspiration, with some fresh perspective and with our passion for good work rekindled.
I think this push for self-improvement is one of the most important consequences of participating in a GPC. The
opportunity to see a lot of work en masse, and to be surrounded by smart, talented people affords each of us
an opportunity to take a hard look at both ourselves and at our industry. The challenge at hand is to get better.
Not for the sake of winning awards, or to earn the praise of our peers, but simply to stay on top of the demands
of our business. This is not a profession where anyone can afford to be complacent. Constant change compels
us to sharpen our tools, and to consistently recalibrate how we think and work. We must move faster, hit harder,
and aim higher. Our clients mandate it. We have to be Always On, living on our toes and pushing ourselves to
be more reactive and responsive to moments as they pass. As brands look to engage with people in real-time
conversations, the timing of every message becomes increasingly crucial. James Kirkham pointed this out in
our keynote presentation, and also noted that since creativity has become democratized, people are essentially
acting as media directors for brands. They are not passive recipients of communication: they now produce,
share, and critique content, giving them more power and influence than ever before. People choose what they
want to engage with. Our ideas and executions must earn the respect and interest of the public, who will ignore
us if we assume that our brands have some sort of divine right to their attention. This new dynamic between
brands and people requires us to develop new approaches, which we’ll only be able to identify and implement
if remain true to one of our most important HumanKind mantras: we are eternal students of human behaviour.
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3. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
GPC 4Q
13
We study people because their behaviour is at the heart of our business. We use the insights we gather to craft
authentic human stories that resonate. Jorge Luis Borges, while not an adman, expressed this attitude perfectly:
“A writer - and, I believe, generally all persons - must think that whatever happens to him or her is a resource.
All things have been given to us for a purpose, and an artist must feel this more intensely. All that happens
to us, including our humiliations, our misfortunes, our embarrassments, all is given to us as raw material, as
clay, so that we may shape our art.”
The ability to learn from everything around us, and to find inspiration in the most mundane aspects of life is
part of the DNA of everyone who has ever enjoyed any sustained success in our business. Leo Burnett himself
stressed that curiosity was “an indispensable quality’ for anyone working in advertising, and he was an example
of a man whose open and inquisitive nature led him down unique creative paths. His enduring challenge to us
is to go out into the world every single day and learn something new, to act like sponges that soak up the world
around us, and then to bring our experiences to bear on the task of producing fresh communication for our
clients that people will engage with and respond to. This was the purpose of the Leo Burnett Company in 1935,
and it remains our purpose today and in the future, no matter how much the landscape before us changes.
I found myself reflecting on these enduring aspects of our company in Argentina as the GPC celebrated its
20 year anniversary, a remarkable milestone considering how profoundly the world has changed in the years
since Donald Gunn and Hank Feeley first gathered a group together to review TV spots and print ads. Back in
1993, the World Wide Web was still in its infancy, and mobile phones were awkward, clumsy devices that few
people owned. Sweeping changes have since revolutionized our industry, yet the Global Product Committee
has weathered the storms and grown to become one of the most iconic and enduring institutions within our
agency. The GPC scale is ubiquitous in every Leo Burnett office across the planet, and our signature process
of evaluating work has become a part of Leo Burnett’s unique company culture. The GPC serves as a quality
control device, which painstakingly evaluates our agency’s creative product to ensure that everything made by
Leo Burnett meets a high standard worthy of our name. Each quarter a different group of panelists discusses
and debates a sizable cross section of our work, and then assigns each piece a score and offers constructive
feedback on improving strategies and refining executions. The goal is to raise the creative bar, and the spirit
of the GPC is one of collaboration, support, and shared learning. Each meeting feels like a family reunion, and
each quarter, I’m delighted to share this vital process with a new group of Burnetters, because all of us have so
much to learn, both from the process and from each other. The GPC helps set the Leo Burnett network apart.
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Best In The World, Bar None
Walking into Leo Burnett/Buenos Aires to begin the 4Q13 GPC, we were greeted with the installation below
illuminating a corner of the meeting room. This lovely understated piece pays homage to the two decades in
which the GPC has served as the Leo Burnett network’s connective tissue, bringing far flung people together
to cultivate a shared global standard by putting a laser-sharp focus on our product. The GPC has changed how
we see ourselves, and like all great ideas, it’s had a profound and far-reaching impact. This pair of jerseys also
serves up a proud reminder of two legendary Argentine footballers who have also forever changed the world.
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Be Audacious
I left Argentina thinking about a comment that Brandon Rochon from LB/Chicago made while praising the 8-ball
work we saw this quarter from Leo Burnett Tailor Made/São Paulo. “Audacious” is what Brandon called these
campaigns from our Brasilian office, and I think his assessment is perfect. “Be Audacious” is one of Brandon’s
mantras, and it’s a guiding principle we should all take to heart as we consider the quality of the thinking behind
everything we do. Audacious ideas capture people’s attention and demand a response, because they simply
can’t be ignored. They open up new possibilities, and force us to rethink tried and tested formulas. Audacious
ideas are those gems that will take you from thankless late nights spent toiling over small details to basking
in the biggest spotlight on stage at Cannes. Audacious ideas come from people with the courage of their own
convictions. These ideas inherently involve some risk, but without risk, there’s no reward, and the rewards are
infinitely greater for brave ideas that stand out. I urge all of you to remember this as you consider all the paths
you could go down to handle a brief. Are you choosing the safe route? Or could you be a little more audacious?
The 7+ work nestled on the following pages is audacious. This quarter’s collection comes from 14 different Leo
Burnett offices, spread across the planet, and amongst these ideas are some brilliant and original executions.
It’s an interesting cross-section of work, and in totality it reflects the power of a global agency pushing forwards
into the future, with each piece representing a unique articulation of our shared HumanKind philosophy. The
people and agencies featured in this edition of Pencil Shavings are also brave, iconoclastic, and quite unique,
and I urge you to spend some time getting to know some of the brightest stars lighting up our global network.
Also included in this edition of Pencil Shavings is a brief summary of the 2013 Agency of the Year. I want to
congratulate the amazing team at Leo Burnett Tailor Made / São Paulo for the outstanding, unparalleled year
they’ve had, which earned them the title of Leo Burnett’s 2013 Agency of the Year.
I want to thank Fernando Bellotti, Rafaela Sucari, Lucho Sanchez Zinny, Carmelo Maselli, and everyone at Leo
Burnett/Buenos Aires for being wonderful, gracious hosts during our time in their city. Our stay was lovely, and I
think all the GPC delegates and the Executive Leadership Team left Buenos Aires quite inspired and refreshed.
I’ll leave you for the year with a parting thought from Pope Francis, Time Magazine’s 2013 Person of the Year,
who was born and raised in Buenos Aires, and had this to say about living a full life informed by real experience:
“You cannot bring home the frontier, but you have to live on the border and be audacious.”
Let’s take that to heart. I hope a desire for exploring new horizons carries us forward into 2014. Let’s ignite
Creativity Without Borders. Thank you all for all your hard work this year. I hope you all have a wonderful holiday
season and a happy new year.
Kind regards,
Mark Tutssel
Chief Creative Officer
Leo Burnett Worldwide
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Contents
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The 4Q13 Global Product Committee
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Leo Burnett Worldwide’s 2013 Agency of the Year
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The Black Couch Series: FC Vitoria + Hemoba’s “My Blood Is Red & Black”
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Chocolate & Cream: Brandon Rochon & Adam Kennedy Tackle Samsung
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LB/Oslo: Come On Into My Kitchen
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The 4Q13 8-Balls
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The 4Q13 7+ Gallery
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Appendix: Cultural Fuel: 4Q13 Argentina
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“The word “idea” is loosely used in our business to cover anything from a headline
or a TV technique to a campaign theme.
I have always looked on ideas, however, in a broader way. I feel that a real Idea
has a power of its own and a life of its own. It goes beyond ads and campaigns.
Properly employed it is often the secret of capturing the imagination of great
masses of people and winning “the battle for the uncommitted mind” which is
what our business really is all about.
When a new idea appears, either as an illuminating flash from one of our people
out of the Creative Unknown, or is born after agonizing birth pains, it has always
been impossible for me to go to bed and put out the light, so to speak. I have
always been driven by a consuming urge to find an expression for it.”
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The 4Q13 Global Product Committee
Mark
Tutssel
Worldwide
Guilherme
Jahara
São Paulo
Mauricio
Sarmiento
Bogota
Carmelo
Maselli
Buenos Aires
Virgilio
Flores
Caracas
Aviu
Polanco
Guatemala City
Rosalie
Geier
Chicago
Lance
Crozier
London
Bendik
Romstad
Oslo
Alexis
Ospina
San Jose
Luis
‘Lucho’
Sanchez
Zinny
Buenos Aires
German
Espitia
Bogota
Sebastian
Garin
Mexico City
Fernando
Hernandez
Bogota
Adam
Kennedy
Chicago
Tim
Green
Singapore
James
Kirkham
London / Holler
Fuad
Ahmad
Bangkok
Will
Pyne
London / Holler
Brandon
Rochon
Chicago
Juan
Franco
Bogota
Jennifer
Skidgel
Chicago
Laurence
Klinger
Chicago / Lapiz
Marcello
Magalhaes
São Paulo
Fernando
Bellotti
Latin America
Bechara
Mouzannar
Middle East /
North Africa
Martin
Spillmann
Western
Europe
Steve
Chavez
Detroit
Rodrigo
Jatene
São Paulo
Luis
Miguel
Prieto
Buenos Aires
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Leo Burnett Worldwide’s 2013 Agency of the Year:
Leo Burnett Tailor Made / São Paulo
On a cold December night in Chicago, Leo Burnett Worldwide hosted its annual Agency of the Year celebration,
to honor and recognize the best performing agencies working in the Leo Burnett global network. The ceremony
pays tribute to agencies that are functioning at an extraordinarily high capacity, who are winning new business
pitches, increasing their revenue streams, recruiting outstanding people, and bolstering Leo Burnett’s creative
reputation by winning awards and recognition at international festivals. In 2013, the following Leo Burnett offices
were honored as the network’s contenders for Agency of the Year: Beirut, Buenos Aires, Chicago, Frankfurt &
Berlin, Sydney, & São Paulo. All of these offices had outstanding years, but one agency stood above the rest.
Congratulations to Leo Burnett Worldwide’s 2013 Agency of the Year: Leo Burnett Tailor Made / São Paulo!
In 2013, Leo Burnett Tailor Made won nine new accounts, and was the third most awarded Brazilian agency
at Cannes. The agency won a total of 110 awards, both national and international, over 12 months, including
awards at D&AD, the Clio Awards, the New York Festival, the One Show, El Ojo, El Sol and Fiap. The brilliant
Vitória/Hemoba case “My Blood Is Red and Black” was Brazil’s most lauded and award-winning work in 2013.
Winning Leo Burnett’s Agency of the Year is a testament to strong leadership and brilliant creative thinking. Leo
Burnett Worldwide congratulates all the contending agencies for pushing to be the best in the world, bar none.
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Vitoria FC + Hemoba’s “My Blood Is Red & Black”
The Black Couch Series is a quarterly master class discussion hosted during the GPC, where Mark Tutssel and
an award-winning creative team delve into the backstory behind notable work. In Buenos Aires, Mark sat down
with Rodrigo Jatene, Guilherme Jahara, & Marcello Magalhaes to discuss how Leo Burnett Tailor Made/São
Paulo developed one of 2013’s most awarded campaigns, the “My Blood Is Red & Black” initiative for Hemoba
+ Vitoria FC. In this entertaining dialogue, the team reviewed the challenges they faced in convincing clients to
embrace the alteration of an iconic jersey, and also discussed how this act immediately captivated the public’s
imagination upon its launch. This fascinating exchange offers a unique window into the highly competitive
world of Brasilian advertising, and documents the inspiring journey a great idea takes from start to finish.
To view the 4Q13 Black Couch interview on Vimeo, click on this page, and if prompted, enter the password leo.
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Chocolate & Cream:
Brandon Rochon & Adam Kennedy Tackle Samsung
If you don’t know the creative team that goes by the name Chocolate & Cream, it’s about time to familiarize
yourself with Leo Burnett’s Global Creative Directors on the Samsung business. This prolific duo is pushing
Samsung to new heights, with a style and humor that’s all their own. Get on board or get out of the way!
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LB/Oslo: Come On Into My Kitchen
Rooted in one of the world’s northernmost countries
is a small agency that punches way above its weight
class. Kitchen / Leo Burnett Oslo is the boutiquesized, but harbors an appetite for big ideas, and its
proven track record of success that has made it the
partner of some of Norway’s biggest national brands.
Over the years, Kitchen’s work has consistently won
admirers across the planet, winning top tier awards,
and bolstering Leo Burnett’s creative reputation.
Perhaps their ongoing success stems from the
way the agency hashes out great work around the
Kitchen table in between sharing meals together.
Or maybe it’s their brilliant and unique leadership
team. In a revealing moment of candor during the
4Q13 GPC, Kitchen’s ECD Bendik Romstad informed
us that many years ago, before he became an ECD,
he was briefly employed as a gogo dancer, clad in
short shorts, keeping parties lively well into the wee
hours. Perhaps every LB office should take a page
from LB/Oslo’s playbook and find a fun-loving gogo
dancer destined for greatness. Have a look at some
of Kitchen’s 4Q13 7+ work. This office is having fun.
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ABTO Bentley Burial
Leo Burnett Tailor Made / São Paulo
Category: Integrated
Count Chiquinho Scarpa is an eccentric Brazilian billionaire with a habit of courting controversy through unpredictable acts. He captivated all of Brasil through a single Facebook post announcing that in homage to the Egyptian pharaohs, he had decided to bury his
beloved $500,000 Bentley luxury car in his garden. This planned burial instantaneously became fodder for tabloids and talk shows,
and the Brasilian public was outraged over the absurdity of such a seemingly wasteful and narcissistic act. Over the course of a week,
the Count’s Facebook page documented the burial plans in progress, as the Count dug a large hole in his garden and discussed the
details of his Bentley’s Friday morning burial. When the day arrived, the press descended on his home in droves, and the event was
televised live to all of Brasil. As the first shovel full of dirt was about to fall, the Count stopped the burial and then made a startling
statement before the eyes of the world: “Many people thought this story of burying my Bentley was absurd. The vast majority of
people bury things much more valuable than my car. The vast majority of people bury their organs.” This dramatic reveal served as the
perfect publicity launch for Organ Donation Week in Brazil, and led directly to a 31.5% increase in organ donors in a single month.
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Livraria Da Vila Reading Feeds Project
Leo Burnett Tailor Made / São Paulo
Category: Integrated
In a nation where 75% of the population has never been to
a library, how do you encourage people to read? Livraria
Da Vila, one of Brasil’s largest bookstore chains, created an
initiative to encourage literacy by putting books in the hands
of a wide swath of people outside the business’s primary
demographic. In Brasil, monthly boxes of food are delivered
to underprivileged families as a stipend sponsored by both
private corporations and the national government. Working in conjunction with this Cesta Nobre program, Livraria
Da Vila added one small component to every box full of
food staples delivered to families. In addition to beans,
rice, sugar, and coffee, the chain put a book in every box,
and encouraged its customers to participate in this book
drive by donating their used books to the program. The
immediate success of the “Reading Feeds Project” led the
campaign to expand beyond its initial goals, and a petition
is underway to encourage the government to make this new
literacy program into law. By distributing literature every
month to underserved communities, Livraria Da Vila has
changed the literary landscape of Brasil, and encouraged a
whole new audience to start reading for pleasure.
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Sparebank 1 The Rockapella Band
Kitchen / Leo Burnett Oslo
Category: Film / Cinema
in this hilarious and quirky cinema piece for Sparebank 1, Kitchen / Leo Burnett Oslo tells the true story of Haugums Reviderte, a
promising Norwegian rock band from the 1980s whose career was derailed after a ill-timed encounter with a thieving Swede left them
without instruments to play and perform with. Booked for gigs but missing the tools to rock out, the group resorted to becoming a
“rockapella band”, offering 4-part all-vocal versions of their hard rock tunes. Sadly, their new musical direction wasn’t received well by
the general public, and that was the end of the band’s brief foray into rock stardom. This lovingly told story concludes with a tasteful
reminder to young audiences to buy insurance from Sparebank 1, to keep your own life from taking a random turn towards absurdity.
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Arcor - Bon O Bon Juanjo’s Story
Leo Burnett / Buenos Aires
Category: Film
In this beautifully executed campaign for Mother’s Day,
Bon O Bon uses real families and their archival footage
and old pictures to explore what maternity looks like in
the absence of mothers. In Juanjo’s story, a man notes
that his wife’s early death left him to raise their daughter
Flor alone, a responsibility he wasn’t initially equipped
to handle. But the two of them pulled through, and over
the course of this film, the father and daughter talk about
their unique relationship and their shared memories, and
showcase how love and devotion have helped them to
face down every challenge together. The direction and
masterful editing of this film leaves you feeling emotional
as the brand brings the poignant story to a succinct end
with a powerful claim:
‘Sweetness does what biology can’t.
Bon O Bon. Sweetness makes you a mom.’
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Arcor - Bon O Bon Mariana’s Story
Leo Burnett / Buenos Aires
Category: Film
In the second spot from this campaign for Bon O Bon, Mariana
tells the story of how she become the caretaker of her two younger
sisters while still a teenager herself. The sisters remember a few
revealing vignettes from their shared past, as Mariana talks about
how she regards her own role as a mother to her own siblings:
“I always said, when she turns 21, this is done, I’m finished, but
then you never really finish. Because it’s not about what you have
to do, it’s about what the heart dictates.”
This beautifully paced piece is built around authentic dialogue that
captures a few potent insights, and the film as a whole perfectly
encapsulates the central campaign idea. As one GPC panelist
noted, to market chocolates for Mother’s Day by telling the stories
of fathers and sisters instead of mothers may initially seem a bit
counterintuitive, but each of these executions is flawless and the
campaign as a whole is brilliant and beautifully crafted.
“Bon O Bon. Sweetness makes you a Mom.”
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Arcor - Bon O Bon Lila’s Story
Leo Burnett / Buenos Aires
Category: Film
Lila has cared for and nurtured Jasmine from the moment she was born, becoming the young girl’s most
beloved and protective strong maternal role model.
This third beautiful film for Bon O Bon showcases
how love can transform and connect people, if only
we’re open to its sweetness.
“Maternity isn’t always born in the delivery room.”
“Bon O Bon. Sweetness Makes you a Mom.:
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Walmart - Father’s Day Mine
Leo Burnett / Buenos Aires
Category: Film
A new father discovers that his young son has quickly laid claim to everything that he once called his own. In this beautifully written
spot, Walmart observes a universal truth: children are possessive creatures. But luckily for parents, Walmart offers great prices for
Father’s Day gifts, so that even the most sticky-fingered child can give dad something a father can call “mine.” At least for a while.
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McDonald’s The Precious Minute
Leo Burnett / Dubai
Category: Film
As part of McDonald’s ongoing “Family Time Forever” campaign, this elegant TV spot shows kids sharing special moments with their
parents as they practice counting from 1 to 60 in a variety of games and activities. Beautifully shot and crisply edited, with an eye to
capturing authentic emotions and interactions, the film concludes when a young child asks his father, “have you got a minute?”
‘Every minute with family is precious. I’m lovin’ it. McDonald’s.’
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McDonald’s - Ice Cream Pocket
Leo Burnett / Istanbul
Category: Print
A young boy mischievously plots ways to find 1 Turkish Lira to buy a McDonald’s ice cream cone. This print ad earned LB/Istanbul the
print Grand Prix at the 2013 Golden Drum Festival.
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Fererro - Kinder Joy Mobile Goodness
Leo Burnett China / Hong Kong
Category: Ambient
Kinder Joy is about more than just chocolate; it’s always been a
brand that delights children by providing them with unique toys.
Building on this brand purpose, Leo Burnett China / Hong Kong
designed a mobile toy truck specifically to bring joy to underserved
communities in Hong Kong. The truck was fitted with shelves
to look like a toy store, and then the vehicle traveled to affluent
neighborhoods in Hong Kong for a toy drive, where wealthy families
donated their children’s toys to serve as gifts for the less fortunate.
Wrapped in special packaging and placed on the shelves, these
toys transformed the empty truck into a mobile toy store, which
then journeyed to neighborhoods where underprivileged children
could walk into the Kinder Mobile Goodness truck and collect a
new toy for free. This brilliant act earned the brand fantastic exposure in Hong Kong and helped deliver toys to kids who rarely have
the opportunity to purchase them for themselves. This campaign
earned LB/Hong Kong the Grand Prize at Hong Kong’s annual Kam
Fan awards.
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Freeview Tadpoles
Leo Burnett / London
Category: Film
Gorgeous CGI animation drives this TV spot for Freeview, a UK
digital television service provider. The film opens with tadpoles
dancing onscreen, flitting back and forth in random and sometimes beautifully choreographed motion. A boy with snorkeling
gear is staring rapt at the amazing show unfolding before his eyes,
as he stands knee deep in a marsh and with his face plunged into
the murky water. This beloved spot by Leo Burnett / London has
become hugely popular in the UK.
‘Entertainment. It’s even better when it’s free. Freeview.’
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Samsung - Galaxy Note 3 The Developer
Leo Burnett / Los Angeles
Category: Film
This hauntingly beautiful spot for Samsung’s Galaxy Note 3 went
viral immediately upon its release, a testament to the gorgeous filmmaking and lush sound design propelling this story forward. At the
heart of this piece is a striking rendition of Lorde’s global #1 hit song
“Royals,” performed here by a diverse cast of Dickensian children
warily eying the arrival of a mysterious man who intends to transform
their neighborhood. As the developer strolls through this dilapidated
section of Barcelona, making calls and using his Galaxy Note 3 to
plot out a large scale building project, the kids sing poignant lyrics as
construction cranes rip down the buildings around them.
“And we’ll never be royals; it don’t run in our blood,
That kind of luxe just ain’t for us; we crave a different kind of buzz..
Let me be your ruler, you can call me Queen Bee;
And baby I’ll rule...Let me live that fantasy.”
When the dust settles from the construction and the kids emerge
to behold the new landscape, they find themselves eye to eye with
football legend Lionel Messi on a brand new pitch built for them by
the Messi Foundation. Using Samsung devices, Messi has reshaped
their world, and shown them that with the right tools, anything is
possible.
‘Samsung. Galaxy Note 3 + Gear. Design Your Life.’
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Falabella Save Your Sole
Leo Burnett / Bogota
Category: Design (Poster)
To launch the new 2013 sneaker
collection at Falabella, one of Latin
America’s largest department stores,
Leo Burnett Bogota launched a
campaign targeting young people,
employing the tag line “only for
believers” to reach kids fanatically
devoted to their footwear. At the
heart of the campaign was an
impeccably designed shoe deity,
whose form was constructed entirely
out of iconic sneaker elements, and
who appeared in store posters. This
beautifully crafted design work led
to strong sales.
‘New Sneakers Collection 2013.
Save Your Sole.
Only for Believers.
Only at Falabella.’
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Puma Japan Run Navi
Beacon / Leo Burnett Tokyo
Category: Interactive (Cell Phone App)
How does an athletic wear brand launch a running app that can compete with the
ground-breaking success of Nike Plus? Nike’s innovations have defined the category
for years, and the task of carving out a unique space for competing brands is a tough
brief. Beacon / Leo Burnett Tokyo took this challenge head on and created Run Navi,
an app for Puma designed to help people “run with curiosity.” Run Navi does more
than measure the distance, pace, and impact of a run; it creates customized routes
for runners depending on their daily moods and what they want to see along the way.
It enables people to help populate the app with course information, and encourages
users to break out of their routines and diversify their routes. Puma believes each run
should be a joy and an exploration. This popular app was downloaded 100,000 times
in three weeks, and has made “run with curiosity” a strong Puma counterpoint to Nike.
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Statens Vegvesen Fast and Safe
Kitchen / Leo Burnett Oslo
Category: Promo & Activation
In an effort to convince young, rebellious drivers to wear seatbelts in
Norway, Kitchen / Leo Burnett Oslo worked with a movie theater on an
attention-getting PR stunt that leveraged the global popularity of the
Fast & the Furious movie franchise. When Fast & Furious 6 launched
in Norway, the agency placed seatbelts on every single seat in a movie
theater that was screening the film, and when the opening previews ran,
a message appeared saying that the movie would not begin until everyone in the theater buckled up. Once everyone had complied, a cheer
broke out and the movie began. This brilliant publicity stunt reached
young people at an opportune moment and conveyed a potent and
timely message about personal responsibility and safety on the road.
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Diageo - Bulleit Bourbon Anti-Established
Leo Burnett / Sydney
Category: Film / Cinema
This stunning film for Bulleit Bourbon is a triumph of meticulous
copywriting and fine craftsmanship. Every shot has been parsed and
pored over, the soundtrack perfectly layered, and each word picked
to shape an evocative story about the values of a brand steeped in
history and tradition. Few brands lay claim to such a distinct ethos:
“No one ever marked it down, but that doesn’t stop a few of us
from mourning it; the day when all the shiny things began to blind
us; when identical became ideal, disposable somehow desirable;
iron and oak brought to their knees by a plastic army. A sad day
indeed for the finer things, for theirs is a voice that refuses to
scream, an urgent whisper lost on many, but not on us.
We still feel the earth beneath our feet, we fight for the flawed,
and don’t forget the forgotten. We are not many, but we will forge
progress from the past. We may never know how the most efficent
way became the right way, but if it is, we’ll stick to doing things
the wrong way.”
Bulleit Bourbon. Anti-established.
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Diageo - Smirnoff Vodka Comets
Leo Burnett / Sydney
Category: Film / Cinema
In this beautifully shot cinema piece for Diageo, four skydivers
framed in flames descend from the heavens as witnesses below
watch them fall to the earth. They land in an open field, then strip
off their parachutes and gear and walk to an epic party where they
are welcomed as beloved long lost friends. As they arrive the beat
drops on a stark remix of Lana Del Rey’s hit song “Videogame”.
From streaking across the sky like comments to soaking up the
sounds on a bumping party dancefloor, these four women make
their presence felt the minute they walk in the door.
‘Smirnoff Double Black. Arrive Boldly.’
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Diageo - Bundaberg 125 Bundy 125
Leo Burnett / Sydney
Category: Poster
This lovely poster commemorates Bundaberg Rum’s rich, 125 year old history in Australia. Look closely and you’ll see icons from
Bundy’s past campaigns interwoven into the tableau, dramatizing the brand’s rich heritage and legacy and showcasing how the brand
has captivated the imagination of Australians for over a century.
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32. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
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Whyte & Mackay - Jura Whiskey The Lost Island
Holler / Leo Burnett London
Category: Interactive (Twitter)
When Google Maps inexplicably ‘lost’ the tiny island of Jura, Holler
/ Leo Burnett London seized the opportunity to launch a campaign
on Twitter on behalf of Jura Whiskey. Given that Jura Whiskey is
famous the world over, even if the island is notoriously hard to find,
Holler asked the Twitter community to send in the coordinates of the
lost island for a chance to win a 16-year old bottle of Jura’s most
famous export. The response from the internet helped generate a
wave of publicity for the brand, and Holler / Leo Burnett London
holds up the campaign as an example of ‘marketing the moment,’
or taking advantage of a singular opportunity that could only be
utilized at a particular moment in time.
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EDP Foundation A Brochure Made Entirely Without Energy
Leo Burnett / Lisbon
Category: Design
The EDP Foundation is a Portuguese organization that strives to educate people
and raise awareness about sustainable practices. The group teaches and shares
information and also advocates for responsible consumption. Tasked with producing a brochure for this environmentally-conscious client, Leo Burnett / Lisbon
crafted a brochure without using any electricity in the process. Harkening back to
an earlier era, the agency employed a variety of techniques to design and print a
truly unique brochure, while asking people to consider how they use energy and
whether they could be more efficient. Everything from the paper this brochure
was printed on, to the ink on the page, to laying out the type and duplicating the
document was done without electricity. The GPC praised the agency’s strong
commitment to this idea, and the panel loved the actual document.
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34. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
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7-Eleven Napkin
Leo Burnett China / Hong Kong
Category: Design / POS
7-Eleven is mostly known as a convenience shop, but the chain also sells a variety of hot foods alongside the everyday items sold in
stores. To promote 7-Eleven’s food culture, Leo Burnett China / Hong Kong designed a unique ‘magazine’ discussing local news and
culture, and printed it on napkin paper, so that the publication could also serve as a usable napkin for people eating at 7-Eleven. The
4Q13 GPC admired the impeccable design of these napkins, and also appreciated their dual functionality.
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Kellogg’s - Special K More Than A Number
Leo Burnett / Chicago
Category: Integrated
Kellogg’s Special K has always been an ally for women who
want to feel good about their bodies. To drive this point
home, Leo Burnett/Chicago planned an integrated campaign
around a novel idea. For one day in July, Special K staged a
“unique denim experience” at a fashionable Chicago jeans
boutique. As shoppers browsed the merchandise during this
event, they noticed that all the size numbers on the jeans
had been removed, and were replaced with complimentary
characteristics instead of digits. Special measuring tapes
were used to determine if a woman was a size “stunning” or
a size “vivacious.” The event was filmed and the footage was
used in a lovely TV spot for Special K. This unique initiative
also generated great PR, and exemplified what the brand
means when it asks women “what will you gain when you
lose.” No one can be reduced down to a size or number.
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36. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
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Samsung - Galaxy S4 Wind Chimes In A Bakery
Leo Burnett / Kuala Lumpur
Category: Integrated
Korean soap operas are hugely popular in Malaysia, with a wide-ranging appeal across multiple demographics. LB/Kuala Lumpur
used this fact to develop a popular original drama series called “Wind Chimes In A Bakery”, which tells the story of a couple whose relationship was tragically cut short by the sudden unexpected death of Sue, the female lead. Adam, Sue’s lover, is devastated, and the
only thing he has to remember her by is her Samsung Galaxy S4, which happens to be packed with haunting videos and images of
their lives together. Over the course of multiple episodes on YouTube, Adam delves into Sue’s phone, and the story of their love affair
unfolds into a narrative ripe with melodrama that deftly follows all the well-loved conventions of Korean soap operas. This campaign
was hugely popular and enormously successful, and the panel loved how the phone itself serves a central role in the plot. Fantastic
writing and filmmaking made this campaign stand out.
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Posten Giving Is The Gift
Kitchen / Leo Burnett Oslo
Category: Integrated
The beautiful integrated campaign for Posten, the Norwegian postal
service, is a fantastic example of HumanKind thinking. Rather than
concentrating on what the postal service does (it delivers mail and
packages), Kitchen / Leo Burnett Oslo created a campaign centered
on what Posten’s services mean to people. Posten gives Norwegians
the opportunity to express themselves by giving gifts to each other.
The campaign launched with a touching film perfectly expressing this
idea. The activation component then provided people with the opportunity to nominate someone who they wanted to give a gift to. Posten
then delivered the gift, and filmed how recipients greeted the arrival
of these packages. The footage was uploaded to a central web hub,
showcasing all the ways people chose to interact with this campaign
idea. This work was hugely popular throughout Norway.
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Leo Burnett Colombiana Pencil
Leo Burnett / Bogotá
Category: Design (Direct Mail)
This beautifully designed direct mail piece, crafted by LB/Bogotá,
celebrates Leo Burnett’s iconic big black pencils. Clients could
open the package, then roll up the message, sharpen it in a pencil
sharpener, and then write with this makeshift pencil. Bravo!
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39. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
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Procter & Gamble - Tide Plus Tide Plus Bottles
Arc / Chicago
Category: Design (Packaging)
The 4Q13 GPC praised these Tide Plus bottle prototypes, and multiple panelists asserted that these bottles will likely fly off the
shelves the moment they’re sold in stores. Congratulations to the design team who labored long and hard to get this approved. The
level of detailing is impressive.
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40. a q u a r t e r ly n e w s l e t t e r f o r t h e g l o b a l p r o d u c t c o m m i t t e e
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CCSP – CLUBE DE CRIACAO DE SÃO PAULO 37th Brazilian Creative Annual
Leo Burnett Tailor Made / São Paulo
Category: Design
Every year for the last 37 years, the Creative Club of São Paulo enlists a talented team to design and compile a creative annual for
industry professionals. The task of desiging this book is a prestigious honor, and this year, Leo Burnett Tailor Made / São Paulo was
chosen to create the CCSP annual. The idea behind the unique aesthetic of this publication is simple: great creative people see the
world through the eyes of a child, full of wonder, and with a youthful mentality that colors how they perceive the world and their work.
This idea was succinctly expressed through art direction style and a visual tonality that the 4Q13 GPC loved.
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Appendix: Cultural Fuel - 4Q13 Argentina
We are eternal students of human behaviour.
Every quarter the GPC finds inspiration in the art, people, and traditions that make up the cultural landscape
of the meeting’s host country. There is profound beauty and provocative insights available to anyone who
digs into the work produced by a nation’s artisans and icons. While the verve of Buenos Aires is impossible
to capture in a small cross section of music and literature, you might still get a sense of the place by sampling
the lush sounds produced by the Bajofondo Tango Club and poring over the writings of Jorge Luis Borges.
Bajofondo Tango Club
From Blogcritics.org by Jack Goodstein
“It is easy to understand [Bajofondo] co-founder Gustavo
Santaolalla’s refusal to be pigeonholed [as electrotango]:
“Bajofondo makes Bajofondo music,” he says. “What we do
is neither tango nor electronica. We believe we do music of
the Río de la Plata, and if you want to create a music that
represents what places like Buenos Aires and Montevideo
sound like, obviously genres such as tango, murga, milonga,
and candombe are going to be present… But the 40-year
history of Argentine and Uruguayan rock, and the 30-year
plus history of hip hop and electronica in those places are
also part of the map.” Add elements of jazz and some modern classical influences to the dynamic mix and you’ve got
a more accurate idea of what Bajofondo music is all about.”
Click on an album cover to listen to Bajofondo on YouTube.
The Collected Writings of Jorge Luis Borges
Click on the image of Jorge Luis Borges to the left to be taken to a
PDF containing the collected fiction of Argentina’s most celebrated
writer, translated into English by Andrew Hurley. Borges famous and
influential short stories can be read here online, such as The Garden
of Forking Paths, The Circular Ruins, The Aleph, The Library of Babel,
The Immortal, etc. Renowned and revered around the world, Borges
had an immeasurable impact on the literature of the 20th century. The
1935 publication of his work A Universal History of Infamy helped give
birth to the literary genre of magical realism. This masterful storyteller
was one of Argentina’s leading lights throughout his life, and even after
his death in 1986, his work and reputation continue to grow in stature.
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