What are the top Leo Burnett offices in
Asia? This week, Mark Tutssel
reveals which Leo Burnett offices are leading the way in the Asia Pacific.
Tutssel is Executive
Chairman and Global Chief Creative Officer at Leo Burnett, and he’s joining
ADFEST 2019 as Grand Jury President.
What are the top Leo Burnett offices in Asia Pacific from a creative perspective?
Historically, Leo
Burnett has had a consistently strong creative presence across Asia Pacific,
and I’m proud of the breadth and depth of the work that’s put us on the map in
the region. From the beautiful and emotional Petronas films from Kuala Lumpur,
directed by the great Yasmin Ahmad, to the future-facing Nike ID Generator
experience from Beacon Leo Burnett Tokyo, we’ve delivered a range of outstanding
creativity.
The body of work spans
executions for global brands like the McDonald’s “Wrapped” effort from Jakarta
and Coca-Cola “Small World Machines” from Sydney, to game-changing local
clients like SPC Ardmona’s #MyFamilyCan from Melbourne and HP Lubricants’
“Roads that Honk” from Mumbai. Those, among others, have helped us take home
ADFEST “Network of the Year” in 2013 and 2015, and runner-up in 2011, 2012,
2014 and 2016.
True to form, we’re
stepping up to the plate with some strong work this year.
What are your favorite campaigns of 2018 so far?
One of my favorite
ideas comes from Sri Lanka in partnership with our Toronto office, which
created a revolutionary new product for JAT Holdings called “Petal Paint.”
Australia continues to
be a heavy hitter, consistently delivering great work for iconic brands like
Honda and Samsung, and Tokyo has produced an inventive promotion for McDonald’s
with “HaHon HoHaHa Hie.”
India also continues
to do groundbreaking, innovative work for P&G and Bajaj, and Taiwan has a
fantastic new film for China Airlines that breaks the mould of traditional
airline advertising. Finally, of course, Bangkok continues to produce
exceptional work, my favourite this year being TQM “Frank Talk.” I could go on
and on with more great examples, but I’m always delighted and excited by their
output.
You introduced a new vision for Leo Burnett, Creativity without Borders, in 2012. How hard was it to get creatives to collaborate across borders?
Creativity Without
Borders has been an important model because it provides clients access to the
best creative talent from around our network. It’s what allows us to deliver
unrivaled creative firepower to any of our clients, anywhere. And if Creativity
Without Borders is our operating system, our interface is the Global Product
Committee (GPC), regular meetings where we invite top creative directors from
around the world to evaluate the quality of our work.
The GPC unites the
finest talent we have in the network, and helps me curate bespoke,
cosmopolitan, multidisciplinary teams to work on our clients’ biggest problems.
It’s a totally integrated and seamless way of operating that’s given birth to
some of our network’s most awarded creativity — world-class ideas like
Coca-Cola “Small World Machines,” P&G Always “#LikeAGirl” and, more
recently, Samsung “Anthem” for the Rio Summer Olympics.
Leo Burnett tops the creative rankings consistently. What do you attribute the network’s success to?
The secret to our success
has been the relentless focus on creativity at the core of everything we do,
and in creating an environment where creativity can flourish and people can
thrive.
Most importantly,
we’ve never rested on our laurels, which goes back to something Leo Burnett
once said: “I have learned to practice what I call ‘constructive
dissatisfaction.’” That ethos means that each day we’re motivated to find new,
fresh, innovative and memorable ideas that will make people sit up and take
notice. You’re only as good as your next idea, and that’s what makes this
industry — and Leo Burnett — so special.
* To read the first half of our interview with Mark Tutssel, click here