A Look Back to Look Forward

L E O B U R N E T TWOR L DW IDE

2015 Leo Burnett Worldwide. All Rights Reserved. This publication is for internal Leo Burnett Worldwide purposes only and may not be distributed to any third parties or reproduced in any form without the express prior written permission of Leo Burnett Worldwide. Not for commercial purposes.

LeoBurnett.com

A LOOK BACK 2014

A LOOK BACK

TO LOOK FORWARD

2015

PURPOSE

Its the answer to two simple questions: What do you believe? And what are you going to do about it? As humans, we all search for, strive for and long for purpose. Only when we can answer those two questions can we live a life that truly matters. A life that stands out and makes a difference.

Todays marketplace is a vast ocean of branded content from countless brands all striving to be heard. To become a part of the conversation. To be trending. But without purpose, its all just noise. Purpose, on the other hand, tells us how and where and why and when a brand fits into a persons lifeand the value it provides. Purpose can align seamlessly with current trendsboth in the world of advertising and human behavior giving them strength and momentum. When used effectively, purpose leads to dynamic business change. At Leo Burnett, we believe the best way to look forward is to look back. In 2014, we helped brands in our portfolio from around the globe discover and embrace their purposefrom Procter & Gambles

10 A Look Back To Look Forward Leo Burnett Worldwide A Look Back To Look Forward Leo Burnett Worldwide 11

Always #LikeAGirl to ABTOs Bentley Burial to Samsung Maestros Academy. In this book, youll get to take a closer look at these campaigns and many more. Youll discover how creativity can shape the trends happening around us. And even start new ones. And how brands with purpose can contribute a verseinspiring, fulfilling real human needs and changing the way people think, feel and behave. And now, a look back.

A Look Back To Look Forward Leo Burnett Worldwide 11

Leo Burnett wins Network of the Year at the

MENA Cristal Awards

Pfizer awards business to three Leo Burnett oces:

Italy, Vietnam and Germany

Woolworths awards AOR duties to

Leo Burnett Sydney

February

March

A Look Back: 2014

Leo Burnett Paris wins

EDF business

July

Leo Burnett Chicago wins national

brand transformation assignment for

McDonalds

August

Gunn Report names Leo Burnett

Worldwide N 1 in its

All Gunns Blazing category

January

Leo Burnett named Network of the Year at the

International ANDY Awards

Art Directors Club of New York names Leo Burnett

Network of the Year

April May

The Inaugural Cannes Lions Health crowns Leo Burnett

Network of the Year

Leo Burnett wins record 64 Lions at the Cannes Festival of Creativity

Leo Burnett helps Samsung win 6 Lions at

Cannes, making the network the most awarded ad agency for Samsung

Leo Burnett Tailor Made is recognized as the

2nd most awarded agency at Cannes with 22 Lions

June


Leo Burnett Chicago wins the Kraft business

Epica honors Leo Burnett

as Network of the Year

November

Ad Age Creativity names Leo Burnett Tailor Made

the 7th most awarded agency in the world

Ad Age Creativity

names Leo Burnett the 3rd most awarded

agency network

December

Kinsale Shark Awards honors Leo Burnett as Network of the Year

Samsung names Leo Burnett lead global agency

McDonalds names Leo Burnett

and Thjnk Germany lead agency

September

Leo Burnett is the first agency to take home four Hall

of Fame awards at the Clios

Leo Burnett Toronto wins STRATEGY Magazines

Agency of the Year award

October


BENTLEY BURIAL

ABTO

Theres an enormous chasm between the 99% and the 1%. And it grows wider every year. Leo Burnett So Paulo saw this emerging trend as an opportunity to raise awareness for an important cause. So they invited Brazils most eccentric millionaire, Count Chiquinho Scarpa, to announce on Facebook that he was going to bury his half a million dollar carinspired by the pharaohs who buried their treasures.

With a single post , all of Brazil and much of the world was outraged. More than 172 million people were impacted, only on social networks. The truth behind the prank was kept secret until the Bentley was lowered into the ground. Then on live television, Scarpa stopped the burial and announced the cause: That every day, people bury something so much more valuable than a cartheir organsthe greatest waste in the world.

In just one month following the event , organ donations increased by 31.5%.

L EO B U R N E T T TA I LO R M A D E SO PAU LO

Death OfThe Middle Class

More than 172 million people were impacted, only on social networks. And in just one month following the event, organ donations increased by 31.5%.

THE ORGAN DONATIONS

POST HAD 743%MORE SHARES THAN

THE ORIGINAL BENTLEY

BURIAL POST.

16 A Look Back To Look Forward Leo Burnett Worldwide

Bentley Burial became the #1 trending topic in Brazil and #2 in the world. Organ donations had never before had so much publicity and debate.

1 Grand Prix, AME Awards1 Grand Prix, Wave Awards1 Grand Prix, FIAP Awards 1 Grand Prix, Effie Awards 1 Gold, Facebook Studio Awards 1 Grand Prix, El Ojo Awards 2 Gold, FIAP Awards5 Gold, El Sol Awards1 Gold, New York Festivals1 Gold, Cannes Lions 2 Gold, Clio Awards 2 Gold, Epica Awards2 Gold, London International Awards2 Gold, Kinsale Shark Awards 1 Gold, AME Awards5 Silver, Cannes Lions2 Silver Pencil Nominations, D&AD 1 Silver, One Show Awards 2 Silver, FIAP Awards 1 Silver, Epica Awards 1 Silver, New York Festivals4 Bronze, New York Festivals 4 Bronze, Cannes Lions 4 Bronze, Clio Awards 1 Bronze, One Show Awards

ABTO BENTLEY BURIAL

Creativity named Leo Burnett Tailor Made the N7 most awarded agency in the world.

18 A Look Back To Look Forward Leo Burnett Global A Look Back To Look Forward Leo Burnett Global 19

A Look Back To Look Forward Leo Burnett Global 19

LIKE A GIRLPROCTER & GAMBLE ALWAYS

Re-Rise ofFeminismThe feminist movement is not dead. Far from it. From Malala Yousafzais Nobel Peace Prize to Emma Watsons He For She movement uniting the sexes for gender equality, women are on the rise like never before. Except, perhaps, for young women. Young women experience the biggest drop in confidence during puberty, around the same time as their first period. As a society, we contribute to that drop with common playground insults of being like a girl . But what if we could change the meaning of like a girl and make it mean amazing things? A social experiment was born.

Always simply asked people pre- and post-puberty to interpret the phrase like a girl . The video was a bombshell. With 48 million views in North America alone, #LikeAGirl became the most watched video in P&Gs history. 76 million views globally made it the N2 viral video of the year.

#LikeAGirl gave girls a platform to inspire confidence in girls everywhere by showing the world what they do #LikeAGirl. The feminist movement is definitely not dead.

290 million social impressions

One million people shared the video

Increased Twitter

followers by195.3%

L EO B U R N E T T TO R O N TO, C H I CAG O, LO N D O N


290 million social impressions

One million people shared the video

76 million views globally made

Like A Girl the #2 viral video

of the year.

1 Grand Prix, Clio Awards 1 Grand Prix, Epica Awards2 Grand Prix, Eurobest Awards 5 Grand Prix, Cristal Awards2 Gold, Clio Awards 4 Gold, Eurobest Awards2 Gold, London International Awards8 Gold, Cristal Awards1 Gold, Epica Awards 3 Silver, Clio Awards 2 Silver, Cristal Awards 2 Silver, Epica Awards 2 Silver, Eurobest Awards2 Silver, Kinsale Shark Awards1 Silver, London International Awards3 Bronze, London International Awards 1 Bronze, Kinsale Shark Awards 1 Bronze, Eurobest Awards 1 Bronze, Clio Awards

P & G A L W AY S LIKE A GIRL

With 48 million viewsin North America alone,Like A Girl became the most watched videoin Procter & Gamble history.


TOO BORINGTOO COMPLICATEDTOO SCARYTOO DEPRESSING

DU TELECOMMUNICATIONS


TOO BORINGTOO COMPLICATEDTOO SCARYTOO DEPRESSING


Dipping into other territories can add something special to a product. To add value, brands are teaming up with other brands in new and creative ways. This year, Leo Burnett Dubai showed the world how creating the right branded network can spark magic. To inspire loyalty between dual-phone users, we decided to leverage peoples passion for movies and partnered with VOX Cinemas to launch DU Tuesday. On Tuesdays, DU Mobile would give away two movie tickets for the price of one to their customers.

Movie-going is particularly high in UAE due to the heat most of the year and it being one of the only youth-oriented outings that is acceptable within the Islamic culture.

The results? DU exceeded its redemption target by 95% within five months. And 57% less churn means DU increased loyalty with its dual-phone users.

L EO B U R N E T T D U BA I

Branded Networks

Exceeded redemption target by 95% within 5 months

Winner of the first-ever

Gold Film Cannes Lion in the history of

MENA

1 Grand Prix, Cristal Awards

1 Gold, Cannes Lions

4 Gold, Dubai Lynx

2 Gold, London International Awards

1 Gold, Cristal Awards

3 Silver, Dubai Lynx

1 Bronze, Dubai Lynx

1 Bronze, Epica Awards


THE KINGS & QUEENS OF THE COURT

TSN

2 Gold, London International Awards 3 Silver, London International Awards 1 Bronze, London International Awards

In a crowded marketplace, sometimes the way to speak the loudest is to do something small. Tumblr versus print. Hyperlocal versus TV. Or the fence at a tennis court versus traditional billboards. TSN is the official Canadian broadcaster of the US Open, one of the worlds biggest Grand Slam tennis tournaments. To attract big audiences, the network needed to create buzz around the event . So we decided to do something really smallwe invented a new media opportunity.

During any big sporting event , people get excited about playing that sport . Countless local players would be on the courts leading up to the event , so we created murals and headlines right there on the fences of local tennis courts with 15,000 tennis balls.

We combined design and sport to create artistic messages. We didnt clutter those tennis courts with advertising. We enhanced them. The result? TSN viewership jumped 24% over the previous year. Thats over 2 million new viewers.

L EO B U R N E T T TO R O N TO

Theater of the Streets

SMART BIKE

SAMSUNG


SMART BIKE


Facebook posts reaching 4.5 million users

Debuted at Milan Design Week, the worlds most prestigious design show

L EO B U R N E T T M I L A N

30 million media

impressions in Italy

Design no longer happens solely behind corporate walls. Consumers, or prosumers, have access to information and resources to bring their ideas to life like never before. 3D printing. Kickstarter. And now, Samsungs Maestros Academy. Samsung created the first digital platform connecting Italian artisans with young digital natives. As part of this program, they paired world-famous bike frame builder Giovanni Pelizzoli with a young woman dreaming of opening her own bike shop. The result? The Samsung Smart Bikethe first bicycle that protects the rider with its technological soul.

Controlled by a Samsung smartphone, the frame can project a bike lane where there isnt a real one with four laser beams. A GPS tracking system tells local authorities which routes need to be turned into real bike lanes. And a safety camera is there to always watch your back.

Democratizationof Design

6 million TV viewers In Italy, bicycles

are the most unsafe vehicles of all, with

the highest mortality index. ITALIAN NATIONAL INSTITUTE

OF STATISTICS, 2013


Facebook posts reaching 4.5 million users

Debuted at Milan Design Week, the worlds most prestigious design show

In Italy, bicycles are the most unsafe vehicles of all, with

the highest mortality index. ITALIAN NATIONAL INSTITUTE

OF STATISTICS, 2013

6 Gold, Art Directors Club of Italy Awards 1 Gold, Cannes Lions 3 Gold, Kinsale Shark Awards 1 Gold, Art Directors Club of Europe 3 Gold, Kinsale Shark Awards1 Silver, Kinsale Shark Awards 1 Silver, Art Directors Club of Italy Awards1 Silver, Eurobest Awards 2 Bronze, Cannes Lions1 Bronze, Clio Awards1 Bronze, Epica Awards 1 Bronze, Art Directors Club of Italy Awards

SAMSUNG SMART BIKE

Called the Ride of the Future by Fortune magazine, Samsungs Smart Bike is a prime example of a brand leveraging its core expertise technology to try to make the world a safer place.


S-DRIVESAMSUNG


Partnerships between phone and car companies are gaining speed. Connecting a smartphone with a car opens a world of possibilities. But could it also save lives? Australia is facing an epidemic of road accidents, many of which are caused by distracted driving. We decided to do something about it . Tapping into the potential of smartphones, Leo Burnett Sydney and Samsung created an application called S-Drive.

After launching automatically in a custom-designed dashboard cradle, the app functions in safe-driving mode. Only voice-activated texts and calls are allowed. It also sends alerts if the driver is speeding. For every safe kilometer driven by users of S-Drive, we offered various incentives.

Where it ran, roads experienced their lowest number of accidents in decades. This hugely successful initiative and its growing popularity have saved lives. S-Drive already has over one million total safe-kilometer drivers, and Australias roads where the program ran experienced the lowest death toll since 1936.

L EO B U R N E T T SY D N E Y

Safety on the Roads

1,024,486 total safe-kilometer drivers.

THE LOWEST DEATH TOLL SINCE 1936.


2 Gold, London International Awards 1 Gold, Kinsale Shark Awards 1 Gold, Kinsale Shark Awards 5 Silver, Spikes Awards 1 Silver, Cannes Lions1 Silver, Kinsale Shark Awards2 Bronze, Cannes Lions1 Bronze, Clio Awards 2 Bronze, Spikes Awards

Samsungs S-Drive helped save lives. Where the program ran, roads experienced the lowest number of accidents in decades.

SAMSUNG SDRIVE


IF ONLY FOR A SECOND

MIMI FOUNDATION


Donations to the Mimi Foundation went up 198%.

Thousands of copies of the book have already been preordered at 60 euros a book.

L EO B U R N E T T PA R I S

Redefining Well-being

It has been a year of changing how we think about health and well-being. Wearable technology put health-monitoring in patients hands. Virtual visits brought doctors as close as the nearest computer. And in Paris, cancer was stopped dead in its tracks, if only for a second. The Mimi Foundation asked 20 cancer patients to participate in its If Only for a Second project . They were invited to a studio to get their hair and makeup done. During the makeover, they werent able to see themselves. A picture immortalized the moment when they opened their eyes.

All the pictures were assembled into an art book and sent to influencers around the world. Looking through the book, they discovered smiles, laughs and faces fil led with joy. Then they watched the video.

One tweet was sent every two minutes,

nonstop.


You immediately stop being carefree when

you learn that youre ill, said one cancer patient.

And believe me, I was really carefree

I wish I could still do that.

1 Gold, Cannes Lions1 Gold, Art Directors Club of New York 1 Gold, New York Festivals 1 Gold, AICP/Next Awards 2 Gold, Clio Awards 1 Gold, Kinsale Shark Awards 1 Gold, Kinsale Shark Awards5 Gold, Cristal Awards 8 Silver, Cannes Lions 1 Silver, Clio Awards 1 Silver, London International Awards1 Silver Pencil Nomination, D&AD 1 Silver, One Show Awards 5 Silver, Kinsale Shark Awards3 Silver, Art Directors Club of Europe2 Silver, New York Festivals1 Silver, Cristal Awards 2 Bronze, Clio Awards 1 Bronze, Andy Awards1 Bronze, Eurobest1 Bronze, London International Awards 1 Bronze, New York Festival2 Bronze, Kinsale Shark Awards

In only two weeks, and without a media buy, the film was seen more than 15 million times on YouTube.

MIMI FOUNDATION IF ONLY FOR A SECOND


SPC SUNDAYSPC ARDMONA

Thanks to the power of a hashtag, fruit sales went up 60%.

1 Grand Prix, APMA Star Awards 2 Gold, ADMA Awards 1 Gold, APMA Star Awards 1 Gold, Epica Awards 1 Gold, Cristal Awards 2 Silver, Cristal Awards 2 Bronze, Spikes Asia 1 Bronze, Cristal Awards

Brands are answering to a new kind of CEO: the consumer. Thanks to social media amplifying the end users voice, a single tweet has the power to destroy a company. Or, in the case of SPC Ardmona, save one. Australias largest fruit processing company felt a strain from cheap imports flooding the market . SPC needed a savior. And even with thousands of jobs on the line, there was no sign of help from the prime minister. But we found the help we needed in an everyday Australians tweet .

On a Thursday, a tweet from Linda Drummond encouraged her friends to support the brand by eating SPC on Sunday. We saw #SPCSunday as a movement the country could embrace. With only a few days to act , we immediately formed a partnership to help turn her hashtag into a corporate success story.

In three days wed reached the majority of the nation. Families all over Australia sat around their tables on #SPCSunday, rekindling their love for the brand. SPC fruit sales went up 60%. Twitter impressions totaled 14.9 million. Best of all , SPC was granted a $100 million rescue package, plus a 5-year deal with the countrys biggest supermarket chain, saving 3,000 jobs and the future of an iconic Aussie brand.

L EO B U R N E T T M E L B O U R N E

Consumers In Chief

CHRISTMAS LOTTERY

SPANISH LOTTERY

While our digital world grows, so does our nostalgia for simpler times. The desire for genuine human connection has never been more prevalent. After a year filled with scandals and scams in the news, how could the Spanish Lottery remind everyone that generosity still exists? Buying and sharing lottery numbers is a Christmas tradition. So we told the simple human story of Manuel. He used to buy a lottery ticket every year at his local bar. Down on his luck, he didnt buy a ticket this time, and all his friends at the bar won. When he goes to congratulate them, Manuel finds out that his friend Antonio has saved him a winning ticket .

An immersive, interactive experience completes the campaign with eight more stories that narrate the interconnected experiences of other winners at Antonios bar. It uncovered real stories of actual heroes that once did as Antonio and saved a winning ticket for somebody.

The campaign has gathered more than 8 million YouTube hits. It was a trending topic for the first three days. And it has generated countless free media impressions, spoofs and memes. Our story of human generosity became one of the most viral and talked about campaigns in Spains advertising history.

L EO B U R N E T T M A D R I D

The Human Element

MUMS FIRST BIRTHDAY

PAMPERS

When it comes to advice on how to be the perfect mom, there are more questions than answers. The truth is, moms are just navigating as best they can. Especially during that first year. So instead of debating the approaches to motherhood, Pampers simply wanted to celebrate it.

We followed a group of moms in Japan as they took their babies in for their first annual checkup. During the appointment , the dads and a team of professionals prepare a special celebration outside the doctor s office. When the moms discover their appreciation, we see genuine human moments between young families. The special celebration was documented in a poignant short film. The documentary struck an emotional chord with moms, reeling in over 4 million views. But the digital content didnt stop there. We also created a unique website that lets anyone send Happy First Birthday messages to any mom.

Pampers created this campaign as a way of thanking moms for the most important year of their l ives the year where they focused not on themselves, but the happy, healthy development of their new baby.

L EO B U R N E T T TO K YO

Celebrating Motherhood

CATCH A PLANE

S7 AIRLINES

CATCH A PLANE

MILES!

1 Gold, Golden Drum Awards 1 Silver, Cannes Lions 1 Silver, Epica Awards 2 Silver, Golden Drum Awards

L EO B U R N E T T M O S C OW

Connecting for Goods

Its never been easier for consumers to connect with a brand. Making these connections credible and compelling is the key. Leo Burnett Moscow found a way for the world to connect with S7 Airlines in an entirely new way.

S7 Airlines wanted to inform consumers about its frequent flyer program and Oneworld alliance destinations. S7 Airlines launched a branded iPhone application called Catch-a-plane. Anyone in the world who downloaded the app could earn free miles whenever an S7 plane flew overhead. We reinvented the concept of a rewards program. Instead of consumers being rewarded for spending money, theyre rewarded for connecting with the brand. Since any smartphone user in the world can participate, this became the largest promotion ever for S7 Airlines.

SECONDCHANCE

BUSINESS IN THE COMMUNITY

1 Grand Prix, DMA Awards

3 Gold, DMA Awards

1 Gold, Art Directors Club of Europe

1 Gold, Kinsale Shark Awards

2 Bronze, Art Directors Club

1 Silver Pencil Nomination, D&AD

3 Silver, Clio Awards

3 Silver, DMA Awards

2 Silver, Kinsale Shark Awards

1 Silver, International Andy Awards

1 Silver, Art Directors Club of Europe

1 Silver, Epica Awards

2 Bronze, Clio Awards

3 Bronze, Cannes Lions

3 Bronze, Epica Awards

3 Bronze, London International Awards

1 Bronze, DMA Awards

1 Bronze, Eurobest Awards

1 Bronze, Kinsale Shark Awards

The power of the crowd has reached an all-time high. It is fighting race and gender discrimination, cyberbullying, even sexual predators. Leo Burnett London decided to bring this powerful trend to Business in the Community, which was busy fighting for another kind of social change.

The fight? 75% of employers admit to rejecting applicants with a criminal record, even though offenders are significantly less likely to reoffend if they find a job. So how do you get people to reassess their prejudice against ex-offenders? We put them in the position of someone interviewing an ex-offender. Then we subverted the familiar SKIP AD>> button found in online ads. If you hit skip, the offender reappears feeling defeated. If you do not , he grows in confidence. The film started a debate to Ban The Box applying pressure on employers to remove the criminal disclosure box from job application forms.

L EO B U R N E T T LO N D O N

Crowdsourcing Social Change

SAVE 30ESURANCE


SAVE 30


TransparencyL EO B U R N E T T C H I CAG O

#EsuranceSave30 was tweeted 224,000 times in the first two minutes after the spot aired.

These days, consumers not only expect transparency in everything, they demand it. They want nutritional facts. They want to know whats going on behind the scenes. They want to know what your company really stands for. Esurance is all about passing on savings to its customers. So Leo Burnett Chicago came up with a simple idea. Instead of spending millions to run a clever Super Bowl ad, Esurance bought the first commercial after the Super Bowl and saved $1.5 million. Then, Esurance promised to give all those savings to one lucky winner. All you had to do was tweet #EsuranceSave30.

In the first 60 minutes, there were 224,000 responses. In 36 hours, there were 5.4 million hashtag uses leading to 2.6 bill ion social media impressions. And without even requiring followers to participate, Esurances Twitter followers jumped from 9,000 to more than 270,000 an increase of almost 3,000%. Esurance won the Super Bowl conversation without ever being in it . And all that buzz was inextricably linked to who they are as a company.

2.6 billion social media impressions


Esurances Twitter followers jumped from 9,000 to over 270,000 an increase of almost 3,000%.

1 Gold, Kinsale Shark Awards 2 Gold, Cristal Awards1 Silver, Cannes Lions1 Silver, Cristal Awards2 Bronze, Cannes Lions 1 Bronze, Clio Awards

Crowned the winner of the 2014 Social Super Bowl, Esurance Save 30 earned more than 2.6 billion social media impressions in 36 hours.

ESURANCE SAVE 30


I HATE THAILAND

THAILAND TOURISM

I HATE THAILAND

Sometimes the best advertising doesnt look like advertising at all. As consumers grow numb to the clutter of messages, brands are trading the traditional format for content that feels more native. Thailand needed to remind visitors why they fell in love with the country. A way to tell the story of the friendliness and hospitality of its people. We released an unbranded and uncredited video online titled I Hate Thailand. The video begins with James hating Thailand because his bag was stolen. But Thai people change his mind with their generosity.

Considered an unconventional approach to tourism marketing, the film stood out for its charming story. The interest and attention it drew as a stand-alone, unbranded film amplified its key messages following its reveal as Tourism Authority of Thailand content .

The five-minute video quickly drew the attention of people around the world and raked in a million views within just three days. The film now has more than 2.5 million views and continues to reinforce what makes Thailand special.

L EO B U R N E T T BA N G KO K

Native Advertising

THE WORLDS FIRST MOSQUITO REPELLENT NEWSPAPER

CEYLON NEWSPAPERS MAWBIMA

L EO B U R N E T T C O LO M B O

New Uses forOld Things

Everywhere you look, consumers and businesses are finding new uses for old products. Recycling them. Transforming them to make them environmentally friendly. And in Sri Lanka, innovating them to save lives. In Sri Lanka in 2013, the deadly mosquito-borne dengue fever had reached epidemic proportions. More than 30,000 people were infected, and the disease had claimed too many lives, including those of young children. Sri Lankan newspaper Mawbima wanted to do its part in the fight against dengue. But how could it truly make a difference?

The dengue mosquito strikes in the early morning and eveningthe very time people read the newspaper. This gave us an idea. If we mixed citronella essence, (a natural and highly effective mosquito repellent) with ink, we could create a newspaper in which every letter of every word stops mosquitos from biting.

The first mosquito-repellent newspaper was published during National Dengue Week. It sold out by 10 a.m. a sales increase of 30%. Newspaper readership increased by 300,000, allowing us to help and educate more people than we ever expected. Through the power of a simple innovation, we had given Mawbima the last word on dengue.

The newspaper sold out by

10 a.m., yielding a sales increase

of 30%.

1 Gold, AdFest Awards 1 Lotus Roots Award, AdFest Awards 2 Bronze, Clio Awards 1 Silver, London International Awards 4 Silver, Spikes Asia 1 Bronze, Epica Awards


CREATIVITYWITHOUT BORDERS


Creativity Without Borders is a creative approach that allows us to unite speed, culture and our global network to create interesting and bold ideas that feed our societys need for engaging and rewarding content. The borderless approach will set the benchmark for cultural communications, and it opens up remarkable possibilities for the way that we, as an organization, operate and ultimately deliver for our clients.

2014 was one of Leo Burnetts strongest years for creative work. With 34 Grand Prix wins and Network of the Year in six dierent award shows,


Leo Burnett Worldwide is the third most awarded agency network in the world. The Gunn Report has put us at the top of its All Gunns Blazing category 6 years in a row and describes us as a leader in new-world thinking. That is a trend we look forward to continuing.

All Gunns BlazingN16 Yearsin a Row


2014 AD AGE AGENCY RANKINGS

WORLDS TOP AGENCY NETWORKS

TOP 10 CHIEF CREATIVE OFFICERS

WORLDS TOP ADVERTISERS

WORLDS TOP AGENCIES

Ogilvy & Mather 3620

BBDO Worldwide 2635

Leo Burnett Worldwide 2215

DDB Worldwide 1935

Wieden & Kennedy 1260

Young & Rubicam Group 1210

TBWA Worldwide 1195

FCB 1165

Saatchi & Saatchi 1095

McCann Worldgroup 1050

1.David Droga, Droga5 2.Jesse Coulter, CAA Marketing 3.Ted Royer, Droga5, New York 4.Marcelo Reis, Leo Burnett Tailor Made 5.David Lubars, BBDO 6.Chris Garbutt, Ogilvy & Mather 7.Gerry Graf, Barton F. Graf9000 8.Prasoon Joshi, McCann Worldgroup 9.Andy DiLallo, Leo Burnett, Sydney10.Mark Tutssel, Leo Burnett Worldwide

Volvo AB Volvo 1140 Unilever 740 Procter & Gamble Co. 725 Heineken 720 Honda Motor Co. 720 Chipotle Mexican Grill 645 Volkswagen 620 Fiat Chrysler Automobiles 525 Sony Corp. 515 Nike 510 Coca-Cola Co. 475 Harvey Nichols 385 Time Warner 385 Mondelez International 375 Penguin Random House 375 Terre des Hommes 370

350 Action 360 Samsung Electronics Co. 345 International Airlines Group 340 IBM Corp. 305 Apple 290 Diageo 280 Google 275 Pharrell Williams & Universal 230 New Zealand Transport Agency 215

Forsman & Bodenfors, Gothenburg 1185 Dentsu, Tokyo 815 Wieden & Kennedy, Portland 695 Droga5, New York 660 CAA Marketing, Los Angeles 615 Adam & Eve, DDB, London 575 Leo Burnett Tailor Made, So Paulo 525 BBDO New York, New York 475 Ogilvy & Mather, Paris 415 Ogilvy & Mather, So Paulo 410

2014

Networkof theYearAwards


2014 Overall Grand Prix Awards

Hall of Fame Awards34 4

GRAND PRIX FOR GOOD, CANNES LIONS HEALTH

4 HALL OF FAME CLIO AWARDS

3 GRAND PRIX MENA CRISTAL AWARDS

GRAND PRIX CLIO AWARDS

2 GRAND PRIX EUROBEST AWARDS

2 GRAND PRIX EPICA AWARDS

GRAND PRIX ADFEST AWARDS

GRAND PRIX EL OJO AWARDS

GRAND PRIX KAM FAM AWARDS

GRAND PRIX AME AWARDS

GRAND PRIX WAVE FESTIVAL

GRAND PRIX NEW YORK FESTIVALS


Hall of Fame Awards

GRAND PRIX FIAP AWARDS

GRAND PRIX DMA AWARDS

2 GRAND PRIX INTERNATIONAL FAB AWARDS

GRAND PRIX EFFIE AWARDS BRAZIL

GRAND PRIX MDA D AWARDS

GRAND PRIX TINA AWARDS

GRAND PRIX CODE AWARDS

GRAND PRIX APMA STAR AWARDS

GRAND PRIX CITRAPARIWARA AWARDS

9 GRAND PRIX CRISTAL AWARDS

AGENCY OF THE YEAR Brazil, Canada, Australia, Italy France, Malaysia, Korea, Vietnam, Costa Rica, Indonesia, Sri Lanka


At the root of it all is a portfolio of brands wise enough to embrace their purpose in the world. To have a point of view on current issues. To share those views. And to influence others to get involved.


Brands today have to be entertaining, engaging, stimulating, interactive, informative and interesting simply to gain attention. And thats just green fees. They also have to move with culture. The more successful brands shift culture. The best are cultures themselves. To emotionally connect with people, brands must be relevant, rewarding and, above all, useful. Because creating human value forges lifelong emotional relationships with people. We hope the biggest trend of 2015 is that more and more brands will seek out their purpose and put it to work in the marketplace.

The work youve seen in this book certainly makes a good case for it. But while thats in the works, here are a few trends to look for in the years to come. We cant wait to see which of our brands will take full advantage of them.


TOMORROWS WORLD WILL BECOME MORE AGILE THROUGH CONNECTIONS. Your phone will be a faster wallet. Your car will be a wireless network. Your TV will be called YouTube. Every appliance and piece of technology in your home will be interconnected and always on. A new universal language is evolving. Fearless brands will learn to speak it and move with rapid velocity.


NEVER BEFORE HAS THE SAYING THE CUSTOMER IS ALWAYS RIGHT BEEN MORE TRUE. Through social media, consumers are enjoying, and exercising, their newfound power. Their voices are being heard. And they are LOUD. They have gotten executives fired for inappropriate tweets, taken products off shelves and movies out of theaters, and forced companies with questionable ethics to rethink their business practices. Its mob rule. Who will be able to wrangle this new force in the world?

IMPACT


And With That, We Look Forward


2015 Leo Burnett Worldwide. All Rights Reserved. This publication is for internal Leo Burnett Worldwide purposes only and may not be distributed to any third parties or reproduced in any form without the express prior written permission of Leo Burnett Worldwide. Not for commercial purposes.

LeoBurnett.com

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A Look Back to Look Forward