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 are a
creative solutions company
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.
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.
- No idea.
- I don't know what this brand stands for.
- I understand the brand's purpose.
- An intelligent idea.
- An inspiring idea, beautifully crafted.
- Changed the way people think and feel.
- Changes the way people live.
- Changes the world.