Leo Burnett Expands ‘Humankind’

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By Bob Marshall Comment

A couple of months ago, Leo Burnett CEO Tom Bernadin and CCO Mark Tutssel collaborated on a book outlining the agency’s philosophy. Titled HumanKind, we gave away five books to lucky AgencySpy readers (which, due to a shipping delay, should be arriving later this week–our apologies for the delay).

Not content with just a book to outline the shop’s creative process, Leo Burnett is turning 2011 into the year of HumanKind with an all new online monthly digest and the above video compiling what looks to be the agency’s entire reel. A second video, features a talk with Tutssel who emphasizes that people should be at the center of advertisers’ (if that occupation still applies) focus. Tutssel explains the difference between “acts” and ads, saying that people (surprise) are the only ones who can create iconic brands.

The HumanKind online digest also features links to a video discussing the importance of mobile QR codes, a report from the El Ojo festival, and a re-imagination of the retail stores. I guess we can consider HumanKind Leo Burnett’s own form of re-branding, which for what some commenters consider to be a dinosaur agency isn’t the worst idea we’ve heard.

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