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Brand Success Through Big Brand Ideas

The emphasis on communicating quickly, economically and impactfully is a constant theme with us.

The rapidly changing media and technological worlds and the ever increasingly competitive marketplace in which we operate exaggerate more and more our need to do so.

For we never forget that we are the intruders and we never forget that we do not have a divine right to people’s attention. Rather an obligation to engage them and entertain them so that, in return, they become receptive to us as we sell them our goods and services.

Proof of our success……

Leo Burnett is a results-focused organisation dedicated to building and sustaining leadership Brands through outstanding creativity.

Results like our integrated TV, poster and press launch campaign for Procter and Gamble Secret deodorant achieving 65% awareness and a 23% trial rate in a European test region.

Not to mention the recent Heinz pouch soups TV and press campaign doubling sales in one European country.

McDonald’s restaurants achieved a 12.3% year on year increase in sales in the same year they were voted ‘British Advertiser of the Year’ by Campaign.

Over three years Leo Burnett worked on increasing European sales of the Fiat Punto. The last of which Punto was the most sold car in Europe.

We were voted the 3rd most awarded network in TV in 1999 (The Gunn Report 1999) and here’s just some of the awards Leo Burnett received in the past 3 years:

Cannes – Grand Prix Press & Poster

Clios – Grand Prix Print

D&AD –7 Silvers and so on……

Just how do we work?

You might think it over-ambitious of us to describe our ideal of the agency/client relationship as a marriage.

These, then, are not our words but those of John Hawkes, Vice President Chief Marketing Officer of McDonald’s UK, said not to us but to Campaign:

"Leo Burnett has worked hard to match our thinking…….It’s like a marriage. If you have fundamental beliefs then you remain married even if you have arguments."

Perhaps that’s why our client relationships last far longer than the industry average (an average of 18 years compared to the average for our industry – 6 years).

In the areas of brand essence, brand positioning, brand strategy and the execution of advertising, Leo Burnett has a deep level of expertise in, and experience of, helping client companies to determine the optimal balance and to recognise and adapt to the various, and often subtle, local and regional consumer and market differences.

Our experience spans over 60 years and includes international brands such as Fiat.

Leo Burnett handles Fiat in 32 markets. We work in partnership with Fiat to identify its global brand essence and a global strategy which unifies Fiat’s communications throughout the world. We work centrally, regionally and nationally and all this is managed through a centralised co-ordination system, designed in partnership with Fiat.

Working in partnership with some of the world’s leading brands, including Walt Disney, Coca-Cola, Kellogg, Heinz and McDonald’s we are well positioned to create and implement integrated communications for our clients – not because we are generalists but because we combine the best specialists all under one roof.

Here’s just some of our integrated disciplines within Europe:

These integrated disciplines are the added extras, as it were, which provide additional consultancy and communication services. They are integrated within Leo Burnett and they also work independently.

Leo Burnett believes that effective communication campaigns are due as much to the attitude of the people developing the work as the work itself.

A Network that Networks

Leo Burnett was founded in 1935 in Chicago, with 3 clients and 8 employees. Currently, the Leo Burnett worldwide network consists of 91 full service agencies in 81 countries, across 5 continents, with over 9,000 employees.

The Regional Headquarters (Europe/Middle East/Africa) in London is the central pivot to our Europe/Middle East/Africa network of 39 operating offices.

The network is at the heart of Leo Burnett’s promise of brand success through big brand ideas. What you get in one office is what you get in Europe and around the world. We can build a European or Regional Brand Team in one national office. Or bring it together from a number of them.

For more information please contact our Marketing Director, Clare Durward on 44 (0)20 7591 9492 or alternatively by email clare_durward@leoburnett.co.uk