“Reaching for the Stars”
Leo Burnett is Red Dot: Agency of the Year 2015!
The Leo Burnett Deutschland agency network has been selected as Red Dot: Agency of the Year 2015. The advertising agency’s creative staff secured the title of honour with their extraordinary communication campaigns. In addition to their continuous successes over the past years, a total of 16 Red Dot awards and 4 Red Dot: Best of the Best awards in 2015 are proof of their achievements. This is a huge feat, as this year’s Red Dot Award: Communication Design received 7,451 entries, making it the most popular in more than 20 years of the competition’s history. The international Red Dot jury awarded the Red Dot to 569 products. Only 82 winners were deserving of a Red Dot: Best of the Best, the prize for top design quality.
The title “Red Dot: Agency of the Year” is not one that can be applied for. It is awarded to the agency that wins over the jury consistently with above-average design achievements. This year, that agency is Leo Burnett, which was founded in Chicago in 1935. Implementing great ideas and creating communication solutions for brands that achieve the extraordinary – this is the approach pursued to this day by the almost 9,000 employees in 85 offices in 69 different countries. At the German locations of Frankfurt, Berlin and Munich alone, more than 250 creative staff take care of the brand building for major customers such as Fiat, Goodyear, McDonald’s and Samsung.
“Anyone who succeeds in keeping such big names as clients over such a long period can definitely claim to have unusually strong skills”, says Prof. Dr Peter Zec, founder and CEO of Red Dot, in relation to the choice of agency of the year. “Over the years Leo Burnett created excellent communication design for strong brands which set standards worldwide. We honour this achievement with the designation of Red Dot: Agency of the Year. I am delighted that the title goes to an agency that has been celebrating successes for over 80 years and understands how to set new standards globally through outstanding communication”.
People, Purpose, Participation, Popularity – by redefining the four Ps of marketing, Leo Burnett has succeeded in holding its own in the agency industry. Marketing: For the makers of Leo Burnett, it’s much more than mere advertising. “We have always put people and not brands at the heart of what we do. And that is exactly why we see ourselves as a brand management agency: ‘Creativity has the power to transform human behaviour’ is a guiding principle of Leo Burnett. The influence of human behaviour on brands has grown exponentially in recent years due to digitalisation. We use the view of human behaviour to benefit the brand and make it successful”. This is how Andreas Pauli, Chief Creative Officer of Leo Burnett, explains the way the agency network works.
“Even when you are 80 years in the business, you still have to prove your relevance. It is good that we are known. But it is even better to constantly update one’s image because we have changed a lot at Leo Burnett, especially in recent times. This is why we consider the title Red Dot: Agency of the Year 2015 a milestone,” comments managing director Andrea Albrecht on the agency’s success.
On 6 November 2015, the prior-year winner, the Red Dot: Agency of the Year 2014, Scholz & Friends, will continue the tradition of passing on the “Stylus” challenge cup to the Leo Burnett team on stage in the Konzerthaus Berlin. After the Red Dot Gala, the more than 1,400 international guests in attendance will celebrate the competition winners at the legendary Designers’ Night in Berlin’s E-Werk. The truly creatively conceived exhibition of the Red Dot: Agency of the Year, “Reaching for the Stars”, will also be opened there.