Human Kind

humanKINDWHAT‘S 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, UKGupta, 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 O’Farrell, Seamus United Kingdom Peters, Michael United States Rand, Lenora, USASalibi, Karl United Arab Emirates Sanchez Zinny, Luis Argentina Saunders, BarryVan Someren, Megan United States Vogeler, Ines United States Ward, Brandon, AkimboWickman, 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 briefCreate the mindset, way and measures that define Leo Burnett‘s 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 outTo address this, in the last 18 months we‘ve launched the HumanKind philosophy globally.

The key thing we‘ve 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?

PURPOSEBest 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 kneesdiscovers and learns in play

The Champion

fights for what’s right.

is relentless in his/her pursuit of great ideas

makes risk a habit

The Craftsman

works hard at his/her craft; doesn‘t stop until it‘s right.inspires through his/her knowledge of the possibleis incredibly knowledgeable; always wants to know more.

The Citizen

Embraces collaboration; recognizes we’re 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 ofa child

Knowing who we are changes what we do and how we act.

It’s 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?

PURPOSEBest 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 won‘t 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 brand‘s purpose with people across multiple touchpoints and experiences.

Idea Platforms open up a brand‘s 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 people‘s 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 people‘s lives

Status Quo of Our Creative Product: Ads

Loyalty

Use and Reuse

Purchase

Consideration

AwarenessCreative Product:

Mass MediaCommunications

= Ads Short Term Brand Impressions affecting people’s awareness

Peop

le’s

beh

avio

r in

cha

ngin

g co

ntex

ts

Longevity of Brand Impression

Short Iterative Permanent

Cus

tom

er L

ife

Cyc

leOur new creative Product: Idea Platforms

Loyalty

Use and Reuse

Purchase

Consideration

Awareness

Short Iterative Permanent

Mass MediaCommunications

Idea Platforms that create sustainable brand impressions in all contexts of people’s lives

Interaction-, Interface-,Packaging Design

1:1 Communications

Product- and Store Design

Longevity of Brand Impression

humanKINDWHAT‘S NEXT . . .

But, wait……there‘s more!

In order to deliver our new creative product,

we also need to change the way we work.

OUR IDENTITYHow do we define our identity as a company?

PURPOSEBest 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 thehuman journey

InspirePurpose

Create acts,not just ads

MeasureTransformation

Our way of working

WHY?

We need to make definitive breaks with old habits. We won’t get new kinds of work doing stuff the same old way.

1

Provide direction globally, so everybody doesn’t 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 humanjourney

InspirePurpose

Create acts,not just ads

Measure Transformation

Explore the human journeyThe 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 humanjourney

InspirePurpose

Create acts,not just ads

Measure Transformation

Create Idea Platforms

Explore humanjourney

InspirePurpose

Create acts,not just ads

Measure Transformation

So what’s been working?

We‘ve elevated the importance of human behavior globally

Introduced the human journey to the insight process

Developed a behavioral insights toolkit

And what‘s 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 humanjourney

InspirePurpose

Create acts,not just ads

Measure Transformation

Example:

Allstate

McDonalds

Create Idea Platforms

Explore humanjourney

InspirePurpose

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 humanjourney

InspirePurpose

Create acts,not just ads

Measure Transformation

Create Idea Platforms

InspirePurpose

Create acts,not just ads

Explore humanjourney

Measure Transformation

Inspire Purpose

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

Create Idea Platforms

InspirePurpose

Create acts,not just ads

Explore humanjourney

Measure Transformation

What‘s 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

InspirePurpose

Create acts,not just ads

Explore humanjourney

Measure Transformation

Create Idea Platforms

InspirePurpose

Create acts,not just ads

Explore humanjourney

Measure Transformation

What‘s not working?

Purpose statements are often retrofitted positioning statements that don’t guide act creation

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

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

Costa Rica

PurposeWe believe a resort shouldn’t be a compound.We exist as an island resort, as nature intended.

FuelEco-tourism; desire for safe discovery.

PurposeWe believe in creating a more emotionally connected world.We exist to strengthen the health of people’s relationships.

Fuel10,000 Facebook friends and not a shoulder to cry on…

PurposeWe believe fruit should be much more than a “still life” on your table.

FuelIf it’s healthy it doesn’t have to suck.

PurposeWe 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.

FuelCompanies can no longer afford to train. Who gets the jobs going forward?

PurposeWe believe that everyone deserves to live without fear.We exist to actively protect people everyday, not just someday.

FuelThe era of vulnerability.

PurposeWe believe in the power of mental infrastructure.

FuelThe era of the strong mind, not the strong back.

Library Support Project

Create Idea Platforms

InspirePurpose

Create acts,not just ads

Explore humanjourney

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

InspirePurpose

Create acts,not just ads

Explore humanjourney

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

InspirePurpose

Create acts,not just ads

Explore humanjourney

Measure Transformation

Create Idea Platforms

InspirePurpose

Create acts,not just ads

Explore humanjourney

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

InspirePurpose

Create acts,not just ads

Explore humanjourney

Measure Transformation

What's not working?

Stopping with only superficial description of acts that don’t link up to the purpose, a metric or its feasibility

Acts that are just extensions of ad ideasLittle iteration among lead team while defining

purpose and actsResistance to call in necessary experts

Create Idea Platforms

InspirePurpose

Create acts,not just ads

Explore humanjourney

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 ideation…more of a “how can we build on this?” versus a “don’t touch that!” mentality

Use a multi-disciplinary input, including outside experts, if necessary

Create Idea Platforms

InspirePurpose

Create acts,not just ads

Explore humanjourney

Measure Transformation

Create Idea Platforms

InspirePurpose

Activate and amplify purpose

Explore humanjourney

Measure Transformation

Create Idea Platforms

InspirePurpose

Create acts,not just ads

Explore humanjourney

Measure Transformation

Measure Transformation

Metrics that give us insights on how to refine and improve

the idea platform.

What’s not working?

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

Client‘s don‘t trust us with measurement

Create Idea Platforms

InspirePurpose

Create acts,not just ads

Explore humanjourney

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 aren‘t asked for by the client.

Create and activate a proprietary Leo Burnett measurement system.

Create Idea Platforms

InspirePurpose

Create acts,not just ads

Explore humanjourney

Measure Transformation

How do we measure oursuccess 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 IDENTITYHow do we define our identity as a company?

PURPOSEBest 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 whenTalking about HumanKind)

Imaginative Populism

Creativity that speaks tomaking a qualitative differencein people’s lives in acts AND ads.

Commercialism

Sadly, a huge amount of creativework in our industry is definedby this type of creativity.

Exhibitionism

(might win awards, butisn’t humanKIND)

Our Communication StrategyHumanity

Originality

humanKINDWHAT‘S NEXT . . .

We have

The hands of a

craftsman

The heart of

a champion

The soul of a citizen

The eyes ofa child

Sentimentalism

(what we need to avoid whenTalking about HumanKind)

Imaginative Populism

Creativity that speaks tomaking a qualitative differencein people’s lives in acts AND ads.

Commercialism

Sadly, a huge amount of creativework in our industry is definedby this type of creativity.

Exhibitionism

(might win awards, butisn’t humanKIND)

Our Communication StrategyHumanity

Originality

Create Idea Platforms

Explore thehuman journey

InspirePurpose

Activate andAmplify purpose

MeasureTransformation

Ten Imperatives

1. Become a company of SMEs2. Strategic hires3. Strategic fires4. Standards board – SRC and Best Practices5. One Global Brief6. Mandatory Mandatories7. MyBook – Idea Company8. Expand Exchange Concept9. London Group Regroup (edited)10.More metric-centered

THANK YOU…