humanKIND

WHATS NEXT . . .

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
OFarrell, 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
Quotes
I hope the final product that goes to the GLC is shared to
everyone involved.

Very inspired by this and my clear role to make it happen.

Failure is not an option. Be aware that some people joined
the network only on the basis of real change.

An apparent passion for change became contagious



Your brief
Create the mindset, way and measures that define Leo Burnetts
kind of creativity for the marketplace and ourselves.


So where did we stand in the marketplace?
We are in a declining category, called Advertising

And even within this category, we are a declining agency brand
suffering a loss of reputation and relevance.



HumanKind as a way out
To address this, in the last 18 months weve launched the
HumanKind philosophy globally.

The key thing weve learned is:

Before we try to tranform human behavior, we need to
transform our own.

In order to do so, HumanKind has to be understood as more
than a philosophy.
Three ways HumanKind will drive the agency
HumanKind is more than a philosophy, it is a strategic framework
for Leo Burnett and our identity.

HumanKind Business Strategy -> Better future growth

HumanKind Creation strategy -> Better Work

HumanKind Communication Strategy -> Better Reputation

In short, strategies that make us a HumanKind company.

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

In looking for an identity, we discovered that who we
are is really all about the interplay of four distinct sets
of character traits.




The Child
experiences unjaded wonder without judgment.




gets their dirty hands and skins their knees
discovers and learns in play
The Champion




fights for whats right.



is relentless in his/her pursuit of great ideas

makes risk a habit


The Craftsman





works hard at his/her craft; doesnt stop until its right.





inspires through his/her knowledge of the possible



is incredibly knowledgeable; always wants to know more.





The Citizen




Embraces collaboration; recognizes were 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.


We have
The hands of a
craftsman
The heart of
a champion
The soul of a
citizen
The eyes of
a child
Knowing who we are changes what we do and how we act.

Its 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.





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.

Fact is:

When it comes to our creative product, we are still living in the age of
mass communications.

Today, digital and shopper marketing are just the price of admission to
be a player in our industry, not growth strategies.

If we stay in the business of just creating ads, we wont have any
business to be in.





Our business needs to be:
Helping brands doing things instead of just saying things



Doing things means: Creating Idea Platforms

This means pioneering idea platforms that guide the interaction of a
brands purpose with people across multiple touchpoints and
experiences.

Idea Platforms open up a brands opportunities to new forms of
engagement and product innovation.


The dimensions of sustainable idea platforms

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 peoples lives, based on two drivers:

1. The changing context of people as they deal with brands over
time

2. How long our creative products stay relevant in peoples lives



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 peoples awareness
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Longevity of Brand Impression
Short Iterative Permanent

C
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o
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r

L
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f
e

C
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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
peoples lives
Interaction-, Interface-,
Packaging Design
1:1 Communications
Product-
and Store Design
Longevity of Brand Impression
humanKIND
WHATS NEXT . . .

But, wait
theres more!

In order to deliver our
new creative product,
we also need to
change the way we work.

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.


Create Idea Platforms
Explore the
human journey
Inspire
Purpose
Create acts,
not just ads
Measure
Transformation
Our way of working
WHY?





We need to make definitive breaks with old habits.
We wont get new kinds of work doing stuff the same old way.
1
Provide direction globally, so everybody doesnt have to figure it out
on their own.

2
Let people know there are global toolkits and techniques available to
help every step of the way.

3
Give us one proprietary way to work, worldwide.
To be able to say, This is the Leo Burnett way.
4
Create Idea Platforms
Explore human
journey
Inspire
Purpose
Create acts,
not just ads
Measure
Transformation
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
Create Idea Platforms
Explore human
journey
Inspire
Purpose
Create acts,
not just ads
Measure
Transformation
So whats been working?

Weve elevated the importance of human behavior globally
Introduced the human journey to the insight process
Developed a behavioral insights toolkit




And whats 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
Example:

Allstate

McDonalds


Create Idea Platforms
Explore human
journey
Inspire
Purpose
Create acts,
not just ads
Measure
Transformation

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
Create Idea Platforms
Inspire
Purpose
Create acts,
not just ads
Explore human
journey
Measure
Transformation
Inspire Purpose

A blueprint that guides and empowers our act creation to make a
brands purpose come alive in all relevant touchpoints.


Create Idea Platforms
Inspire
Purpose
Create acts,
not just ads
Explore human
journey
Measure
Transformation
Whats 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
Create Idea Platforms
Inspire
Purpose
Create acts,
not just ads
Explore human
journey
Measure
Transformation
Whats not working?

Purpose statements are often retrofitted positioning statements that dont
guide act creation

Purpose statements are often sold as the big idea and taken too literally

The work often stops with a message, and doesnt consider if the purpose
lends itself to creating experiences for people.



Costa Rica
Purpose
We believe a resort shouldnt be a compound.
We exist as an island resort, as nature intended.

Fuel
Eco-tourism; desire for safe discovery.
Purpose
We believe in creating a more emotionally connected world.
We exist to strengthen the health of peoples relationships.

Fuel
10,000 Facebook friends and not a shoulder to cry on
Purpose
We believe fruit should be much more than a still life on your table.

Fuel
If its healthy it doesnt have to suck.
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?
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.
Purpose
We believe in the power of mental infrastructure.

Fuel
The era of the strong mind, not the strong back.

Library Support Project
Create Idea Platforms
Inspire
Purpose
Create acts,
not just ads
Explore human
journey
Measure
Transformation
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
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
Create Idea Platforms
Inspire
Purpose
Create acts,
not just ads
Explore human
journey
Measure
Transformation
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
What's not working?

Stopping with only superficial description of acts that dont 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
What do we need to do to make this better?

Use experience modeling to describe experiences and connections between
touch points/channels

Embrace iterative ideationmore of a how can we build on this? versus a
dont 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
Create Idea Platforms
Inspire
Purpose
Activate and
amplify
purpose
Explore human
journey
Measure
Transformation

Create Idea Platforms
Inspire
Purpose
Create acts,
not just ads
Explore human
journey
Measure
Transformation
Measure Transformation

Metrics that give us insights on how to refine and improve
the idea platform.



Whats not working?

ROI is the holy grail for most of our clients, yet we arent
a measurement culture.

Clients dont trust us with measurement


Create Idea Platforms
Inspire
Purpose
Create acts,
not just ads
Explore human
journey
Measure
Transformation
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 arent 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
How do we measure our
success in implementing
HumanKind?
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.




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.

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




Sentimentalism

(what we need to avoid when
Talking about HumanKind)
Imaginative Populism

Creativity that speaks to
making a qualitative difference
in peoples 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
isnt humanKIND)
Our Communication Strategy
Humanity
Originality
humanKIND
WHATS NEXT . . .

We have
The hands of a
craftsman
The heart of
a champion
The soul of a
citizen
The eyes of
a child

Sentimentalism

(what we need to avoid when
Talking about HumanKind)
Imaginative Populism

Creativity that speaks to
making a qualitative difference
in peoples 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
isnt humanKIND)
Our Communication Strategy
Humanity
Originality

Create Idea Platforms
Explore the
human journey
Inspire
Purpose
Activate and
Amplify purpose
Measure
Transformation
Ten Imperatives

1. Become a company of SMEs
2. Strategic hires
3. Strategic fires
4. Standards board SRC and Best Practices
5. One Global Brief
6. Mandatory Mandatories
7. MyBook Idea Company
8. Expand Exchange Concept
9. London Group Regroup (edited)
10. More metric-centered



THANK YOU