founded august 5 1935 ; 81 years ago 1935 08 05 founder leo burnett headquarters leo burnett building chicago illinois u.s. number of employees 9 000 parent publicis divisions arc worldwide atelier blackpencil holler website www.leoburnett.com leo burnett company inc. otherwise known as leo burnett worldwide inc. is an american globally active advertising company founded in 1935 in chicago by leo burnett . part of publicis groupe leo burnett is one of the largest agency networks with 85 offices and 9 000 employees . 1 2 3 in january 2016 leo burnett worldwide named rich stoddart ceo . stoddart replaced tom bernardin . 4 contents 1 clients 1.1 hamburgers 1.2 cigarettes 2 services 3 global leadership 4 humankind 4.1 overview 4.2 the gpc 4.3 the humankind scale 5 see also 6 references 7 external links clients edit multinational clients include fiat samsung procter & gamble kellogg s altria coca cola gm mcdonald s nintendo of america and pfizer . 5 hamburgers edit hamburger giant mcdonald s began operations in india in 1996 . it retained leo burnett india to provide authentic indian insights in years of study and planning to meet local conditions with special concern regarding local favorite items religious based food taboos and india s strong vegetarian tradition . its hamburgers are made of lamb or chicken not beef . it adapted local favorites into items such as mcaloo tikki a breaded potato pancake on a bun . it divided its kitchens in the vegetarian and nonvegetarian zones making sure that food did not cross the line . its advertising told indians that its bright inviting restaurants did not mean high prices . its strategy was profits through high volume and low prices . locally it sponsored sports programs and donations to visible charities . 6 cigarettes edit the agency guided philip morris now part of altria group in building marlboro into a global brand with an emphasis on manliness as typified by the image of the marlboro man on the american frontier . 7 8 9 services edit integrated & direct marketing shopper marketing strategic planning brand navigation design optimization digital media & mobile ambient & outdoor promotions 10 global leadership edit the key corporate leaders in 2014 were 11 tom bernardin global chief executive officer 12 mark tutssel global chief creative officer 13 patrick dumouchel global chief financial officer michelle kristula green global head of people and culture giorgio brenna chairman & ceo italy 14 jarek ziebinski president asia pacific olga lucia villegas president latin america raja trad ceo middle east & north africa vladimir tkachev chairman & ceo russia & eastern europe rich stoddart ceo north america andrew edwards chairman & ceo uk humankind edit overview edit humankind is the brand philosophy behind leo burnett which asserts that modern day communication needs to be rooted in fundamental human need . humankind operates on four pillars people purpose participation and populism . 15 16 17 the gpc edit the global product committee otherwise known as the gpc is a delegation of top creatives from the leo burnett network which meet to assess the agency s creative product . several times a year this group convenes to grade advertising generated from around the global network on a scale from 1 10 . 18 the humankind scale edit the aforementioned scale used by the gpc is known as the humankind scale and grades work from 1 destructive to 10 a project that changes the world . a score of 7 has emerged as a benchmark awarded to work that demonstrates an inspiring idea beautifully crafted otherwise known as a humankind act . 18 19 see also edit history of advertising references edit leo burnett worldwide inc. private company information businessweek . businessweek.com . leo burnett . glassdoor . glassdoor . june 26 2014 . retrieved june 26 2014 . publicis groupe . publicis groupe . publicisgroupe.com . rich stoddart named new ceo of leo burnett worldwide . chicago sun times . chicago sun times . leo burnett clients . leoburnett.com . leo burnett . june 2014 . retrieved june 27 2014 . william m. o barr advertising in india . advertising & society review 9 3 2008 1 33 . navid hafez and p. m. ling . how philip morris built marlboro into a global brand for young adults implications for international tobacco control . tobacco control 14.4 2005 262 271 . john g. blair cowboys europe and smoke marlboro in the saddle . in rob kroes and michael p. malone eds . the american west as seen by europeans and americans 1989 360 83 . hilary cooperman and relli shechter . branding the riders marlboro country and the formation of a new middle class in egypt saudi arabia and turkey . new global studies 2 3 2008 . company overview of leo burnett worldwide inc. . bloomberg businessweek . bloomberg . retrieved june 30 2014 . leaders . leo burnett . leo burnett . june 27 2014 . retrieved june 27 2014 . creating great ad ideas tom bernardi cnbc 19 may 2015 luque manuel de . sobre c mo hablar con la gente . mark tutsel director creativo mundial de leo burnett comenta el libro humankind que ha escrito en colaboraci n con tom bernadin . anuncios 1382 2011 20 ram n casamayor la comunicaci n del futuro estar en manos de la gente . entrevista giorgio brenna . presidente de leo burnett europa . el pa s negocios 25 2010 . bernardin tom ; tutssel mark 2010 . humankind . united states powerhouse book . isbn 978 1 57687 549 0 . an introduction to humankind . vimeo . leo burnett worldwide . retrieved july 2 2014 . bihl martin . leo burnett execs unravel how humans connect with and process advertising . advertising age . advertising age . retrieved july 2 2014 . a b the leo burnett global product committee . vimeo . leo burnett worldwide . retrieved july 2 2014 . humankind . united states powerhouse books . 2010 . pp. 52 65 . isbn 978 1 57687 549 0 . external links edit official website publicisgroupe.com retrieved from https en.wikipedia.org w index.php title leo burnett worldwide & oldid 743336797 categories advertising agencies of the united statescompanies established in 1935companies based in chicagopublicis groupe1935 establishments in illinois navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact page tools what links hererelated changesupload filespecial pagespermanent linkpage informationwikidata itemcite this page print export create a bookdownload as pdfprintable version languages deutschfran aisitalianolietuvi norsk bokm lportugu srom n edit links this page was last modified on 9 october 2016 at 04 58 . text is available under the creative commons attribution sharealike license ; additional terms may apply . by using this site you agree to the terms of use and privacy policy . wikipedia 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