In their new book, HumanKind, Leo Burnett honchos Tom Bernardin and Mark Tutssel presented the agency’s formula for success: People, Purpose, Participation and Populism. The publisher’s hype declared, “Ultimately, it’s people—not advertising agencies—who create great ‘people’s brands.’ Brands like McDonald’s, Coke, Nintendo, Fiat, Kellogg’s, and Blackberry.” OK, except Advertising Age just reported that Blackberry is going into review, and Leo Burnett is bowing out. “We have decided not to participate in Blackberry’s U.S. creative review, as we are instead moving forward with and growing our Samsung client partnership,” stated Leo Burnett representatives. Guess Blackberry wasn’t feeling the HumanKindness.
This excerpt from Ad Age is particularly interesting:
At Ad Age’s Digital Conference in April, RIM Marketing VP Brian Wallace made no apologies about being a demanding client for agencies. Unlike many marketers, the phone maker delivers a single brief to all agencies—PR, social, digital, creative, media, etc.—simultaneously, and challenges them to come up with a solution together. Additionally, agencies are compensated on how well they collaborate with one another.
Let’s see. People. Purpose. Participation. Populism. Add Pfft.
P.S. Check out the HumanKind scoop at AdPulp.
No comments:
Post a Comment