GLOBAL – CHICAGO, USA, NOVEMBER 2010 – People, purpose and acts. These may not sound cutting-edge to the average adman, but Leo Burnett Worldwide’s new book HumanKind links creativity and its impact on people’s behavior. Again, this may not sound surprising, but the book, co-authored by Leo Burnett Chairman and Chief Executive Officer Tom Bernardin and Global Chief Creative Officer Mark Tutssel, is about creating acts, not ads, in turn enabling some of the world’s iconic brands.
As Bernardin explains, “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.”
This return to thinking, feeling and acting brings brands back to the people, which Tutssel elaborated at the recent Spikes Asia Festival, is put into print in HumanKind. The network believes that modern-day communication needs to start and end with people. “Our HumanKind philosophy puts a laser sharp focus on the infinite power of imagination and it’s ability to change the way people act,” said Tutssel. “It’s the power behind some of the world’s most recognized brands and it is rapidly becoming a global movement.” These brands include Coca-Cola, Kellogg, McDonald’s, Hallmark, P&G, Allstate, Walgreen’s and Nintendo.
Forget the 4 P’s of marketing. HumanKind’s four pillars are People, Purpose, Participation and Populism.
HumanKind is about PEOPLE. They’re not consumers, customers, purchasers or patrons. They’re people, like you and me. Understanding that is the start of understanding them – their behaviors, beliefs, biggest fears and greatest loves. The things they need and the things that make them need them. All the answers are right there; all you have to do is know where to look.
HumanKind seeks PURPOSE. It shifts the conversation from what your brand does to what it means. What does your brand believe? What does your brand stand for? And why? A brand without purpose will never be embraced by the people. But a brand designed with a true human purpose in mind has the power to inspire people in all kinds of ways.
HumanKind requires PARTICIPATION. It demands a different role for advertising. Rather than make a proposition or promise, it invites them in to participate. By creating acts not ads, we create an emotional connection over time. By relinquishing the control we pretend to have over people, we invite them in and create a lasting bond with the brand.
HumanKind thrives with POPULISM. Advertising agencies don’t create iconic brands—people do. Time and time again, HumanKind acts capture imaginations and people respond. They start off responding in little ways, and those little ways turn into big ways. Then meanings become movements, and you’ve changed the way the world sees the world.
To learn more about HumanKind visit, www.leoburnett.com.
