About Us

We believe that creativity is the most powerful asset in business today.

In an increasingly commoditised world, creativity is the greatest competitive advantage for our clients and their brands. Our ability to create fresh, original, disruptive, transformative ideas comes from a deep understanding of human behaviour. It’s what we bring to every business problem.

‍We call it HumanKind™ thinking.
It’s not about customers or consumers; we start with people and their behaviour. And we use all our intelligence, design thinking, digital innovation and customer experience capabilities to shape that thinking into behaviour and business-changing solutions.

We never stand still.

We abide by the belief that “constructive dissatisfaction” is the essence of progress. And the key to building better solutions. It’s in our DNA. Leo Burnett was famous for saying "Let's continue to be known as an agency which spends more time trying to improve its theories rather than defend them.

"We started life as an advertising agency, but we’ve completely transformed our business. We embrace technology as a critical enabler of creativity, and we’re continuously innovating to build new services and capabilities that help us deliver amazing solutions for our clients.

The 7+
GPC Scale

30 years ago, Leo Burnett launched the 7+ GPC Scale. Its purpose was to unite the world of Burnetters behind the highest creative standard in the world “bar none” – and to hold ourselves accountable to that standard.

The 7+ GPC Scale is built around our HumanKind™ philosophy. It inspires us to create ideas that are more than just intelligent and well crafted; it celebrates ideas that are truly behaviour-changing. Ideas that change the way people think, feel and act. Ideas that create commercial and human value.

10.

Legendary.

An idea that sets a new standard by changing the way the world thinks and behaves.

09.

Transformational.

An idea that changes people’s lives by becoming part of popular culture.

Contagious.

An entertaining, participative, sticky idea that makes people share the brand globally.

07.

Inspiring.

A beautifully crafted, inspired, captivating, human-centered idea that matters to people.

06.

Intelligent.

An engaging, thoughtful idea that rewards people for their time and attention.

05.

Ownable.

I understand the brand’s unique purpose — its reason for being in my life.

04.

Predictable.

I don’t know what the brand stands for; generic or clichéd idea and execution.

03.

Ordinary.

An idea that creates no human interest or emotional connection. A category participant.

02.

Invisible.

No idea. Completely unnoticeable, without any reward for people’s time or attention.

01.

Destructive.

Damaging to the both brand and the agency because it’s so out of touch with the world.

10.

Legendary.

An idea that sets a new standard by changing the way the world thinks and behaves.

09.

Transformational.

An idea that changes people’s lives by becoming part of popular culture.

Contagious.

An entertaining, participative, sticky idea that makes people share the brand globally.

07.

Inspiring.

A beautifully crafted, inspired, captivating, human-centered idea that matters to people.

06.

Intelligent.

An engaging, thoughtful idea that rewards people for their time and attention.

05.

Ownable.

I understand the brand’s unique purpose — its reason for being in my life.

04.

Predictable.

I don’t know what the brand stands for; generic or clichéd idea and execution.

03.

Ordinary.

An idea that creates no human interest or emotional connection. A category participant.

02.

Invisible.

No idea. Completely unnoticeable, without any reward for people’s time or attention.

01.

Destructive.

Damaging to the both the brand and the agency because it’s so out of touch with the world.

The great depression.

Leo Burnett founded the company in the middle of the Depression, when every media pundit was betting against him. But he succeeded magnificently, challenging the artifice of Madison Avenue with his insightful, warm and very human style of advertising.

Time Magazine named him one of the 100 most creative people of the 20th century. His imprint on culture and business was profound, and his values, beliefs and ambitions are hardwired in our agency. HumanKind™, the philosophy that guides our company today, is a direct manifestation of Leo Burnett’s view of people and ideas.

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