Staff Reporters
Apr 17, 2020

Leo Burnett's distinctiveness lives on in client work

AGENCY REPORT CARD: See Leo Burnett's overall grade and our detailed report breaking down its 2019 performance in terms of leadership, creativity, innovation, business growth, and people/diversity initiatives.

Deria Takbir campaign for Maxis
Deria Takbir campaign for Maxis

Leo Burnett remains the Publicis Groupe creative agency with the most scale and the largest creative heft. The proof of thriving client-agency relationships is often in the work. In 2019, a multitude of McDonald’s campaigns across APAC markets shone, but we were less enamoured with some Samsung campaigns preoccupied with launching product into space (and having it crash back down to earth again).  

Being tied-in with Publicis' integrated 'Power of One' business model meant it approached business challenges in 2019 collectively with other sister agencies, with a shared approach to innovation and employee diversity and development. 

So how well did Leo Burnett and its Publicis family fare in APAC in 2019?

Check out Leo Burnett's Agency Report Card now to see:

  • The agency's overall grade for 2019
  • Grades and detailed discussion of performance across five categories:
  • Leadership: A qualitative assessment of leadership performance, key regional decisions, management stability and contributions to industry by agency leaders.
  • Creativity: Compelling and effective campaign work, judged qualitatively. Regional and global awards recognition is included, with higher weighting given to wins at major shows. Work demonstrative of high effectiveness for clients is also considered.
  • Innovation: A qualitative assessment of Asia-based initiatives and innovations based on their improvements to the agency, people, clients and industry.
  • Business growth: Assessed by the value of accounts won and lost in 2019, as calculated by the agencies and R3’s New Business League, published in Campaign Asia-Pacific, along with recognition of new project work and organic growth through retained clients. 
  • People and diversity: Agency efforts to attract, retain and develop a high calibre of talent with a commitment to staff diversity and wellbeing are examined qualitatively.
  • The grade the holding company gave itself, and why
  • How the agency performed versus its 2018 scores
  • The holding company's self-declared areas of specialisation.

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