Leo Burnett
Leo Burnett Worldwide - or simply Leo Burnett - is a global advertising agency group founded in 1935 by copywriter Leo Burnett in Chicago . It looks after eight of the ten best-selling “consumer brands” worldwide (brands in the FMCG sector ) and is one of the 20 largest advertising agency groups in the world with almost 9,000 employees in 98 offices from 84 countries. The agency invented the Marlboro man , among other things . In 2019 it became public that the agency had placed pictures on Wikipedia for advertising purposes.
German branch
The Frankfurt advertising agency Leo Burnett has been in Germany since 1969. In 1980 she merged with Lürzer , Conrad. The agency is active in classic advertising as well as in the field of digital communication, design and shopper marketing. Customers include Fiat, Goodyear, McDonald's, Philip Morris, Procter & Gamble and Samsung. The management of the German branch consists of Andrea Albrecht (Chief Executive Officer), Andreas Pauli (Chief Creative Officer) and Norbert Knapp (Chief Financial Officer) based in Frankfurt-Ostend, Ferdinand-Happ-Straße 53 (2013). The group also includes the agencies Leo Burnett / Laeufer, Ignition Groupe GmbH and Avenue Advertising GmbH. Leo Burnett Germany is part of the worldwide Leo Burnett network.
In 2015, the agency was awarded the honorary title “Red Dot: Agency of the Year” and was presented with the “Stylus” challenge cup at the Red Dot Gala. The agency received a lot of attention within the industry when it took over the Germany budget of McDonald's after 43 years from the regular owner Heye in Munich in September 2014. For this purpose, the agency association Leo's thjnk tank was founded in cooperation with Thjnk from Hamburg, which has been managing the budget from Munich since 2015.
In 2017 the agency won 23 Lions at the Cannes Lions International Festival of Creativity , making it 11th among the most creative agencies in Germany.
In 2019, on behalf of The North Face , Leo Burnett replaced the article images of numerous Wikipedia articles with images that prominently featured the company's logo. The aim of this campaign was to be as well positioned as possible in the Google search results. After they became known, the pictures were removed from the articles by Wikipedia authors. The Wikimedia Foundation criticized the attempt to position surreptitious advertising.
Publicis group
In 2002 Leo Burnett became part of the Publicis Group , a French advertising agency holding company with 37,000 employees in 109 countries around the world . The company, which is listed on the NYSE and Euronext , also includes the advertising agency groups Publicis and Saatchi & Saatchi . The company is run from Paris .
Leo Burnett art exhibitions
In 2001 Leo Burnett Agency curated an exhibition by the Italian painter Umberto Pettinicchio , with photographer Steve McCurry , in Lausanne, Switzerland.
Customers (German branch)
- Amnesty International District Frankfurt, Frankfurt am Main
- BRITA GmbH, Taunusstein
- Cybex GmbH, Bayreuth
- German Red Cross eV, Berlin
- Fiat Chrysler Automobiles Germany AG, Frankfurt am Main: Fiat PKW, Fiat Professional, Jeep
- Fischer-Roehler & Kühl GmbH, Berlin: Kaviar Gauche
- Giovanni RANA Deutschland GmbH, Frankfurt am Main
- Goodyear Dunlop Tires Operations SA Belgium, Diegem: Goodyear EMEA, Dunlop EMEA
- Goodyear Dunlop Tires Germany GmbH, Hanau: Goodyear Germany, Dunlop Germany
- Hugo Boss AG, Switzerland, Coldrerio: HUGO BOSS Bodywear and Hosiery Packaging
- International Society for Human Rights German Section eV, Frankfurt am Main: ISHR
- Kellogg (Deutschland) GmbH, Bremen: Cornflakes, Special K, Choco Krispies, Kellogg's Muesli variants
- Lidl Foundation & Co. KG, Neckarsulm: Lidl International (Social Media)
- Lesson Nine GmbH, Berlin: Babbel
- McDonald’s Germany, Munich
- medi GmbH & Co. KG, Bayreuth: ITEM m6
- Merz Pharmaceuticals GmbH, Frankfurt am Main: Merz Spezial International, Merz Aesthetics
- Mymuesli GmbH, Passau: OH! juice
- Nature Conservation Union Germany (NABU) Landesverband Hessen eV, Wetzlar
- Pfizer Deutschland GmbH, Berlin, Pfizer Inc., New York / USA, Nexium Control
- Philip Morris International , Switzerland, Lausanne: PMI L&M Global, PMI Travel Retail Worldwide, Global Commercial / Sales Platform Development
- Philip Morris DACH: L&M, Marlboro, Piel Roja, Philip Morris Trademark and OTP (Other Tobacco Related Products)
- Philip Morris European Union
- Philip Morris EEMA (Eastern Europe, Middle East & Africa)
- Procter & Gamble Germany GmbH & Co Operations oHG, Schwalbach am Taunus: Always, Antikal, Aussie, Clearblue , Dash, Max Factor , Meister Proper, Persona, Swiffer
- Reporters Without Borders eV, Berlin
- Samsung Electronics GmbH, Eschborn: Consumer Electronics (ATL), Social Media (Corporate & Mobile)
- Stephen Jones Millinery, London
- Ustinov Foundation, Frankfurt am Main
- Frankfurt Zoo , Frankfurt am Main
- Zoological Society Frankfurt eV, Frankfurt am Main
Web links
Individual evidence
- ↑ Publicis Groupe Annual Report 2015
- ↑ Creative radar: Home remains number 1 / DDB moves up , Horizont , June 28, 2017, accessed on July 5, 2017
- ^ "The North Face": Criticism of surreptitious advertising in Wikipedia. In: Heise Online. May 29, 2019. Retrieved May 29, 2019 .
- ↑ North Face placed surreptitious advertising on Google and Wikipedia. In: Spiegel Online. May 31, 2019, accessed May 31, 2019 .
- ↑ Let's talk about The North Face defacing Wikipedia. In: Wikimedia Foundation. May 29, 2019. Retrieved May 30, 2019 (American English).