The philosophy, ‘HumanKind of Company’, emphasises the importance of using technology to empower consumers, learn from their behaviour and build relationships, using all available platforms for communication in a non-intrusive manner.
Speaking after an internal voting session, Burnett’s worldwide creative director Mark Tutssel (pictured) explained that as a company with ‘HumanKind’ at its core, the Publicis Groupe agency’s approach would be people-oriented rather than focused on strategy.
He added that internal assessments as to the quality of work would henceforth be based on a scale of human language.
We want to unearth the human purpose of brands, and understand the purpose of a brand in a person’s life, he said. Now we are living in the ‘people’ era, it’s our duty to reward people for their attention.
Tutssel claimed that advertising in its traditional form was no longer relevant in conveying a message, and had been replaced with storytelling. He said the word consumers was also outmoded, and should be substituted with people when planning any form of communication.
The huge white digital canvas we operate in has no boundaries anymore. If what we do really has a human purpose at its core, it will resonate with people, he enthused.
Burnett emphasises role of humanity in ad creation
GLOBAL - Leo Burnett has announced its decision to employ a new philosophy that will govern its working practice across its 96 worldwide offices in a move that it hopes will act as a catalyst to a more humanistic approach to the creation of advertising.
