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by Tom Bernardin, CEO, and Mark Tutssel, CCO, Leo Burnett
7.5 x 9.5 inches
Fully illustrated in color throughout
In 2009, for the first ever “Earth Hour,” Leo Burnett moved over a billion people to action—that’s slightly more than one out of every seven people on the planet.
For the first time in Leo Burnett’s history, the company responsible for some of the most enduring advertising icons ever created—including the Jolly Green Giant, Tony the Tiger, and the Pillsbury Doughboy—has decided to share its knowledge of the human condition, revealing how to bring humanity to the forefront of any brand.
HumanKind is a book about people, purpose, and changing behavior, and is a firsthand look at marketing that serves true human needs and not the other way around. Through interviews, conversations, transcripts, and images, HumanKind provides entry to the moment of germination within the inner sanctum of the advertising industry’s most creative shop .
Fully illustrated, HumanKind includes a step-by-step demonstration of how Leo Burnett is applying its unique approach to forever redefine the very nature of advertising itself.
Ultimately, it’s people—not advertising agencies—who create great “people’s brands.” Brands like McDonald’s, Apple, Coca Cola, Kellogg’s, Hallmark, James Ready Beer, and Fiat. Leo Burnett has always chosen to put people first, and to apply a people-centric approach to brand building it calls HumanKind.
Welcome to a HumanKind of company, and welcome to the story that explains it all.
Leo Burnett is one of the worlds leading advertising firms. In 2009 alone they convinced a seventh of the world’s population to conserve energy; jettisoned sappy euphemisms to insert Tampax into the consciousness of millions of women; created a bricks and mortar store to support the Red Cross; and literally grew billboards for McDonald’s with thousands of heads of lettuce in cities across the U.S. Leo Burnett has a legacy as a creator of the world’s most beloved and powerful advertising icons and is currently the go-to agency for major global clients like Samsung, Fiat, and Miller Brewing.
Tom Bernardin is the chairman and CEO of Leo Burnett Worldwide. During his 30 plus years in the industry, he has worked in several countries directing the development of brands including Verizon Wireless, Bank of America, and Jeep, among others. Throughout his career, he has focused relentlessly on strong creative teams and the value of powerful ideas. This spirit continues to inspire his work with world-class clients such as Philip Morris, General Motors, P&G, Kellogg, Samsung, and McDonald’s. Bernardin is a board member of the Ad Council, the Lake Forest Hospital, and the Field Museum, and is a National Trustee for The Foundation Fighting Blindness.
Mark Tutssel is the creative leader of Leo Burnett Worldwide and oversees the work of 96 global offices. Under his direction, in 2009, Leo Burnett Worldwide was the third most awarded network at the Cannes International Advertising Festival as well as the Network of the Year at the Art Directors Club of New York and the Golden Drum Awards. Prior to becoming Worldwide Chief Creative Officer, Mark was Executive Creative Director of Leo Burnett London. He has twice been inducted into the Clio Hall of Fame and is member of the Royal Society of Arts.