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Posts Tagged ‘Tom Bernadin’

Publicis Just Can’t Get Enough of Brazilian Investment

Wasn’t it just yesterday that Publicis Groupe announced that it acquired Sao Paulo shop GP7? Anyhow, the holding company’s acquisition spree continues in Brazil with the purchase of indie agency Tailor Made. As a result, TM will be integrated into Leo Burnett Brazil and the new entity will be named, you guessed it, Leo Burnett Tailor Made.

The rebranded agency will be led by Tailor Made founder Paulo Giovanni, who will serve as CEO. Leo Brazil’s current Sao Paulo office will serve as HQ of the 160-strong LBTM, which will service clients ranging from Fiat and Chrysler Group to P&G and Walmart/Sam’s Club. For now at least, Publicis Groupe will acquire a minority stake in the new operation, with the chance to increase its ownership to 100 percent by 2013. In a statement, Leo Burnett worldwide CEO (and HumanKind co-author) Tom Bernadin says, “Our objectives for Leo Burnett Brazil are bold and aggressive. With our already strong presence in the market and a reputation for creative excellence, the acquisition of Tailor Made, and most importantly the leadership of Paulo Giovanni, we are better positioned than ever to take advantage of the opportunities in this booming market.”

According to ZenithOptimedia’s 2011 forecasts, Brazil is set to become the sixth largest ad market in the world this year so maybe Bernadin’s right about the “booming” part.

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Leo Burnett Expands ‘Humankind’

A couple of months ago, Leo Burnett CEO Tom Bernadin and CCO Mark Tutssel collaborated on a book outlining the agency’s philosophy. Titled HumanKind, we gave away five books to lucky AgencySpy readers (which, due to a shipping delay, should be arriving later this week–our apologies for the delay).

Not content with just a book to outline the shop’s creative process, Leo Burnett is turning 2011 into the year of HumanKind with an all new online monthly digest and the above video compiling what looks to be the agency’s entire reel. A second video, features a talk with Tutssel who emphasizes that people should be at the center of advertisers’ (if that occupation still applies) focus. Tutssel explains the difference between “acts” and ads, saying that people (surprise) are the only ones who can create iconic brands.

The HumanKind online digest also features links to a video discussing the importance of mobile QR codes, a report from the El Ojo festival, and a re-imagination of the retail stores. I guess we can consider HumanKind Leo Burnett’s own form of re-branding, which for what some commenters consider to be a dinosaur agency isn’t the worst idea we’ve heard.

Who Wants to Read Leo Burnett’s New Book?

So, Leo Burnett CEO Tom Bernadin and CCO Mark Tutssel collaborated on a new book dubbed HumanKind, which discusses the agency’s four-word philosophy: People, Purpose, Participation and Populism. Hey, if Bogusky and Porter can write a diet book, why can’t a tome written about the ad industry itself be penned by Bernadin, who says in a statement, “This book is not about advertising, brand propositions or selling products. It’s about people – what engages them, moves them and inspires them to act a certain way, and ultimately enriches their lives.”

Anyhow, we’re giving away five copies of the book so if you’re game, please email yours truly at agencyspy at gmail dot com with the year Bernadin was named CEO at Leo. First five get the prize. Game on.

Update: And like that, we’re out! Thanks to all those who replied.