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Human Kind

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Human Kind - Create the mindset, way and measures that define Leo Burnett‘s kind of creativity for the marketplace and ourselves.

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Human Kind

  1. 1. human KIND WHAT‘S NEXT . . .
  2. 2. Belskaia, Chloe United Kingdom Bharadwaj, Ajeeta India Booth, Eddie China Caggiano, Jeanie United States Chalmers, Eleni United Kingdom Chapon, Sid United States Cortat, Ana Paula Brazil Flatt, Kevin United States Graham, Ward Germany Green, Karen United States Greene, John United States Guisi, Marc, UK Gupta, Sunaina India Hedger, Giles United Kingdom Heinze, Pawel Poland Kligerman, Rachel Kristula-Green, Michelle Asia Pacific (Regional) Kuran, Kamil Lebanon Lunn, Joe Switzerland Meneguzzo, Anna Italy Mouzannar, Bechara Lebanon Nelsen, Brent Canada O’Farrell, Seamus United Kingdom Peters, Michael United States Rand, Lenora, USA Salibi, Karl United Arab Emirates Sanchez Zinny, Luis Argentina Saunders, Barry Van Someren, Megan United States Vogeler, Ines United States Ward, Brandon, Akimbo Wickman, Charley United States Wipf, Alexander Germany
  3. 3. Quotes <ul><li>“ I hope the final “product” that goes to the GLC is shared to everyone involved.” </li></ul><ul><li>“ Very inspired by this and my clear role to make it happen.” </li></ul><ul><li>„ Failure is not an option. Be aware that some people joined the network only on the basis of real change.“ </li></ul><ul><li>„ An apparent passion for change became contagious“ </li></ul>
  4. 4. Your brief <ul><li>Create the mindset, way and measures that define Leo Burnett‘s kind of creativity for the marketplace and ourselves. </li></ul>
  5. 5. So where did we stand in the marketplace? <ul><li>We are in a declining category, called „Advertising“ </li></ul><ul><li>And even within this category, we are a declining agency brand suffering a loss of reputation and relevance. </li></ul>
  6. 6. HumanKind as a way out <ul><li>To address this, in the last 18 months we‘ve launched the HumanKind philosophy globally. </li></ul><ul><li>The key thing we‘ve learned is: </li></ul><ul><li>Before we try to tranform human behavior, we need to transform our own. </li></ul><ul><li>In order to do so, HumanKind has to be understood as more than a philosophy. </li></ul>
  7. 7. Three ways HumanKind will drive the agency <ul><li>HumanKind is more than a philosophy, it is a strategic framework for Leo Burnett and our identity. </li></ul><ul><li>HumanKind Business Strategy -> Better future growth </li></ul><ul><li>HumanKind Creation strategy -> Better Work </li></ul><ul><li>HumanKind Communication Strategy -> Better Reputation </li></ul><ul><li>In short, strategies that make us a HumanKind company. </li></ul>
  8. 8. CREATION STRATEGY How do we need to change the ways and measures of how we work? OUR IDENTITY COMMUNICATION STRATEGY How do we communicate and differentiate our creativity? BUSINESS STRATEGY How does our business and creative product have to change to grow in the future? How do we define our identity as a company? PURPOSE Best Creator of ideas that truly move people - bar none. Better future growth. Better work. Better reputation. Humankind Framework
  9. 9. In looking for an identity, we discovered that who we are is really all about the interplay of four distinct sets of character traits.
  10. 10. The Child
  11. 11. experiences unjaded wonder without judgment. gets their dirty hands and skins their knees discovers and learns in play
  12. 13. The Champion
  13. 14. fights for what’s right. is relentless in his/her pursuit of great ideas makes risk a habit
  14. 16. The Craftsman
  15. 17. works hard at his/her craft; doesn‘t stop until it‘s right. inspires through his/her knowledge of the possible is incredibly knowledgeable; always wants to know more.
  16. 19. The Citizen
  17. 20. Embraces collaboration; recognizes we’re all in this together. Finds inspiration and strength in diversity. Draws people in versus pushing them away. Lives with integrity in the moment; never loses sight of the future.
  18. 22. We have The hands of a craftsman The heart of a champion The soul of a citizen The eyes of a child
  19. 23. Knowing who we are changes what we do and how we act. It’s also helped us see there were some other fundamental changes that needed to happen as well. Changes to the very nature and composition of our creative product, and the way we create.
  20. 24. CREATION STRATEGY How do we need to change the ways, means and measure to how we work? OUR IDENTITY COMMUNICATION STRATEGY How do we communicate and differentiate our creativity? How do we define our identity as a company? PURPOSE Best Creator of ideas that truly move people - bar none. Better work. Better reputation. Humankind Framework BUSINESS STRATEGY How does our business and creative product have to change to grow in the future? Better future growth.
  21. 25. <ul><li>Fact is: </li></ul><ul><li>When it comes to our creative product, we are still living in the age of mass communications. </li></ul><ul><li>Today, digital and shopper marketing are just the price of admission to be a player in our industry, not growth strategies. </li></ul><ul><li>If we stay in the business of just creating ads, we won‘t have any business to be in. </li></ul>
  22. 26. <ul><li>Our business needs to be: </li></ul><ul><li>Helping brands doing things instead of just saying things </li></ul>
  23. 27. <ul><li>Doing things means: Creating Idea Platforms </li></ul><ul><li>This means pioneering idea platforms that guide the interaction of a brand‘s purpose with people across multiple touchpoints and experiences. </li></ul><ul><li>Idea Platforms open up a brand‘s opportunities to new forms of engagement and product innovation. </li></ul>
  24. 28. <ul><li>The dimensions of sustainable idea platforms </li></ul><ul><li>In order to be in the business of creating idea platforms, we need to extend our current way of thinking of how to make brands relevant in people‘s lives, based on two drivers: </li></ul><ul><li>1. The changing context of people as they deal with brands over time </li></ul><ul><li>2. How long our creative products stay relevant in people‘s lives </li></ul>
  25. 29. Status Quo of Our Creative Product: Ads Loyalty Use and Reuse Purchase Consideration Awareness Creative Product: Mass Media Communications = Ads Short Term Brand Impressions affecting people’s awareness People’s behavior in changing contexts Longevity of Brand Impression Short Iterative Permanent
  26. 30. Customer Life Cycle Our new creative Product: Idea Platforms Loyalty Use and Reuse Purchase Consideration Awareness Short Iterative Permanent Mass Media Communications Idea Platforms that create sustainable brand impressions in all contexts of people’s lives Interaction-, Interface-, Packaging Design 1:1 Communications Product- and Store Design Longevity of Brand Impression
  27. 31. human KIND WHAT‘S NEXT . . .
  28. 32. But, wait… …there‘s more! In order to deliver our new creative product, we also need to change the way we work.
  29. 33. OUR IDENTITY How do we define our identity as a company? PURPOSE Best Creator of ideas that truly move people - bar none. Humankind Framework BUSINESS STRATEGY How does our business and creative product have to change to grow in the future? Better future growth. CREATION STRATEGY How do we need to change the ways and measures to how we work? Better work. COMMUNICATION STRATEGY How do we communicate and differentiate our creativity? Better reputation.
  30. 34. Create Idea Platforms Explore the human journey Inspire Purpose Create acts, not just ads Measure Transformation Our way of working
  31. 35. WHY?
  32. 36. We need to make definitive breaks with old habits. We won’t get new kinds of work doing stuff the same old way. 1
  33. 37. Provide direction globally, so everybody doesn’t have to figure it out on their own. 2
  34. 38. Let people know there are global toolkits and techniques available to help every step of the way. 3
  35. 39. Give us one proprietary way to work, worldwide. To be able to say, “This is the Leo Burnett way.” 4
  36. 40. Create Idea Platforms Explore human journey Inspire Purpose Create acts, not just ads Measure Transformation
  37. 41. Explore the human journey The team should get a visceral understanding of the human behavior affecting the business. We want them to feel , instead of intellectualize it. Create Idea Platforms Explore human journey Inspire Purpose Create acts, not just ads Measure Transformation
  38. 42. Create Idea Platforms Explore human journey Inspire Purpose Create acts, not just ads Measure Transformation So what’s been working? We‘ve elevated the importance of human behavior globally Introduced the human journey to the insight process Developed a behavioral insights toolkit
  39. 43. And w hat‘s not working? Brand-obsessed consumer insights masquerading as human behavior insights Planning and creative silos Use of tools/techniques have not been institutionalized and globalized No definition of how we measure success Create Idea Platforms Explore human journey Inspire Purpose Create acts, not just ads Measure Transformation
  40. 44. Example: Allstate McDonalds Create Idea Platforms Explore human journey Inspire Purpose Create acts, not just ads Measure Transformation
  41. 45. What do we need to do to make things better? Creative planning that helps the team really experience the behavior affecting the business Redefine the role of the planner to someone who stages and curates the discovery experience throughout Establish a global planning and best practices and governance board Create Idea Platforms Explore human journey Inspire Purpose Create acts, not just ads Measure Transformation
  42. 46. Create Idea Platforms Inspire Purpose Create acts, not just ads Explore human journey Measure Transformation
  43. 47. Inspire Purpose A blueprint that guides and empowers our act creation to make a brand’s purpose come alive in all relevant touchpoints. Create Idea Platforms Inspire Purpose Create acts, not just ads Explore human journey Measure Transformation
  44. 48. What‘s working? Purpose workshops as a tool for the lead team so they can find a human brand purpose together. Including existing and prospective clients. It strengthens our mission to move beyond traditional brand positioning, brand promise and channel adaptations Create Idea Platforms Inspire Purpose Create acts, not just ads Explore human journey Measure Transformation
  45. 49. What‘s not working? Purpose statements are often retrofitted positioning statements that don’t guide act creation Purpose statements are often sold as the “big idea” and taken too literally The work often stops with a message, and doesn‘t consider if the purpose lends itself to creating experiences for people. Create Idea Platforms Inspire Purpose Create acts, not just ads Explore human journey Measure Transformation
  46. 50. Costa Rica Purpose We believe a resort shouldn’t be a compound. We exist as an island resort, as nature intended. Fuel Eco-tourism; desire for safe discovery.
  47. 51. Purpose We believe in creating a more emotionally connected world. We exist to strengthen the health of people’s relationships. Fuel 10,000 Facebook friends and not a shoulder to cry on…
  48. 52. Purpose We believe fruit should be much more than a “still life” on your table. Fuel If it’s healthy it doesn’t have to suck.
  49. 53. Purpose We believe in the value of a practical education, not an ornamental one. We exist to turn thoughts into action, theory into practice, and talent into work. Fuel Companies can no longer afford to train. Who gets the jobs going forward?
  50. 54. Purpose We believe that everyone deserves to live without fear. We exist to actively protect people everyday, not just someday. Fuel The era of vulnerability.
  51. 55. Library Support Project Purpose We believe in the power of mental infrastructure. Fuel The era of the strong mind, not the strong back.
  52. 56. What do we need to do to make things better? Make purpose and acts workshops “must haves,” not just “nice to haves.” Develop a consistent creative brief/blueprint worldwide Institute a more critical review of the strategic blueprint, not just the creative..i.e. CRC the brief. Include a variety of skillsets and disciplines in the process. Shake up the traditional art director/copywriter duet Create Idea Platforms Inspire Purpose Create acts, not just ads Explore human journey Measure Transformation
  53. 57. Create Idea Platforms Inspire Purpose Create acts, not just ads Explore human journey Measure Transformation
  54. 58. Create acts, not just ads Idea platforms and detailed descriptions of where and how the brand needs to create experiences and messages. Create Idea Platforms Inspire Purpose Create acts, not just ads Explore human journey Measure Transformation
  55. 59. What's working? Purpose and act workshops catalyze lots of act ideas Starting with act ideas often creates superior ad ideas Makes us apply creativity holistically and look for opportunities in new places. Create Idea Platforms Inspire Purpose Create acts, not just ads Explore human journey Measure Transformation
  56. 60. What's not working? Stopping with only superficial description of acts that don’t link up to the purpose, a metric or its feasibility Acts that are just extensions of ad ideas Little iteration among lead team while defining purpose and acts Resistance to call in necessary experts Create Idea Platforms Inspire Purpose Create acts, not just ads Explore human journey Measure Transformation
  57. 61. What do we need to do to make this better? Use experience modeling to describe experiences and connections between touch points/channels Embrace iterative ideation…more of a “how can we build on this?” versus a “don’t touch that!” mentality Use a multi-disciplinary input, including outside experts, if necessary Create Idea Platforms Inspire Purpose Create acts, not just ads Explore human journey Measure Transformation
  58. 62. Create Idea Platforms Inspire Purpose Create acts, not just ads Explore human journey Measure Transformation Create Idea Platforms Inspire Purpose Activate and amplify purpose Explore human journey Measure Transformation
  59. 63. Measure Transformation Metrics that give us insights on how to refine and improve the idea platform. Create Idea Platforms Inspire Purpose Create acts, not just ads Explore human journey Measure Transformation
  60. 64. What’s not working? ROI is the holy grail for most of our clients, yet we aren‘t a measurement culture. Client‘s don‘t trust us with measurement Create Idea Platforms Inspire Purpose Create acts, not just ads Explore human journey Measure Transformation
  61. 65. What do we need to do to make things better? Educate and train and hire to create a culture that understands and values measurement. Set up metrics even when they aren‘t asked for by the client. Create and activate a proprietary Leo Burnett measurement system . Create Idea Platforms Inspire Purpose Create acts, not just ads Explore human journey Measure Transformation
  62. 66. The biggest obstacle: Transforming our own behavior
  63. 67. Transforming our own behavior Our lack of a point of view, in our thinking and our work We tend to be more thorough than provocative and to be right instead of brilliant The habit of interrogation, diminishment, dismissal in the name of intelligence The need for harmony overrides the need for healthy debate Client relationship comes first – overriding agency standards Inability and unwillingness to open doors for creative opportunities at the highest level of the client Lack of accountability and consequences for not making HumanKind the way we work on all accounts
  64. 68. How do we measure our success in implementing HumanKind?
  65. 69. A word about measures A big hairy question. How do our identity and way of creating translate into contribution expectations and performance accountabilities? Individually? Collaboratively? Commercially? An elegant solution: The behavioral measures are implicit in the identity and way of creating.
  66. 70. OUR IDENTITY How do we define our identity as a company? PURPOSE Best Creator of ideas that truly move people - bar none. Humankind Framework BUSINESS STRATEGY How does our business and creative product have to change to grow in the future? Better future growth. CREATION STRATEGY How do we need to change the ways, means and measure to how we work? Better work. COMMUNICATION STRATEGY How do we communicate and differentiate our creativity? Better reputation.
  67. 71. Why a communication strategy? We have a purpose, but we need to define what type of creativity has the power transform human behavior HumanKind and its terminology (ads vs acts) are not self-explanatory We need something that allows us to talk about the character of our creativity and how it differentiates us
  68. 72. Sentimentalism (what we need to avoid when Talking about HumanKind) Imaginative Populism Creativity that speaks to making a qualitative difference in people’s lives in acts AND ads. Commercialism Sadly, a huge amount of creative work in our industry is defined by this type of creativity. Exhibitionism (might win awards, but isn’t humanKIND) Our Communication Strategy Humanity Originality
  69. 73. human KIND WHAT‘S NEXT . . .
  70. 74. We have The hands of a craftsman The heart of a champion The soul of a citizen The eyes of a child
  71. 75. Sentimentalism (what we need to avoid when Talking about HumanKind) Imaginative Populism Creativity that speaks to making a qualitative difference in people’s lives in acts AND ads. Commercialism Sadly, a huge amount of creative work in our industry is defined by this type of creativity. Exhibitionism (might win awards, but isn’t humanKIND) Our Communication Strategy Humanity Originality
  72. 76. Create Idea Platforms Explore the human journey Inspire Purpose Activate and Amplify purpose Measure Transformation
  73. 77. <ul><li>Ten Imperatives </li></ul><ul><li>Become a company of SMEs </li></ul><ul><li>Strategic hires </li></ul><ul><li>Strategic fires </li></ul><ul><li>Standards board – SRC and Best Practices </li></ul><ul><li>One Global Brief </li></ul><ul><li>Mandatory Mandatories </li></ul><ul><li>MyBook – Idea Company </li></ul><ul><li>Expand Exchange Concept </li></ul><ul><li>London Group Regroup (edited) </li></ul><ul><li>More metric-centered </li></ul>
  74. 78. THANK YOU…

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