"If you think about brand loyalty as an outcome of successful brand building, as opposed to a marketing objective in its own right, several good things happen. First, you sidestep fifty years of plaguing and unresolved questions around the meaning, anatomy, cause, measurement and pursuit of brand loyalty. Second, you refocus on the long-term charisma of a brand as opposed to short-term repeat purchase tactics. And third, you give yourself an immediate competitive advantage, because the majority of your peers will still be stuck down that dark and L-shaped rabbit hole."Read the full article
Glory be, it's the second instalment of our new interview series with the people of Leo Burnett London…Continue reading
"An egg poaches to the dulcet tones of Tony Hadley in this ad which assures us that it's True: every breakfast egg at McDonald's is freshly cracked. Jolly good, we think; although we're slightly disconcerted to see the yolk has been broken. A travesty! And then we remember that it's supposed to be that way or we'd all be having yolk-related sartorial catastrophes on the way to work... never the best look. They've thought of everything." David ReviewsSee the ad
Leo Burnett Change launches a new ‘Share Aware’ online safety campaign for the NSPCC to help address the growing concern of how to keep children safe on the internet. The campaign shows how quickly things can go wrong when you share things you shouldn’t online. #shareawareWatch the film
Back in the 1940's Mr Max Factor assisted in the transformation of the young, brunette Norma Jeane into Marilyn Monroe when she was a client at his Hollywood beauty parlour. Fast forward to January 2015 and Marilyn is announced as Max Factor's global glamour brand ambassador. #GlamJan sets off a global campaign. Atelier, our beauty & luxury team is working on the campaign with Max Factor.
"What a terrific way to communicate the message that the Co-op has more stores than other supermarkets, and is open later. It's the simplest of ideas, but it gets directly to the heart of the experience we've all had of remembering too late that essential item we forgot to buy. Beautifully executed, too - who hasn't made a random utterance in public which has seen us eyed up warily by strangers nearby? ...and the thought that the Co-op is there for us when our memory isn't leaves us with abundant goodwill towards the store." DavidReviewsWatch the ad here
We’re delighted that the ‘Flaw in the Law’ campaign we worked on with the NSPCC has made news headlines as David Cameron announces a change in the law around online communication with children. Peter Wanless, NSPCC chief executive has hailed the announcement as "A victory for our Flaw in the Law campaign, but more importantly a major step forward in preventing online child abuse".Watch Flaw in the Law here
"The campaign that had the greatest impact on me this year was Leo Burnett Change’s "second chance", which demonstrated how valuable insight into human behaviour can be in communications... The genius of this campaign was that it exposed the audience’s prejudice against ex-cons without ever pointing the finger. Instead it allowed the audience to come to this conclusion themselves with innovative triggers such as the "skip advert" button on its film, which demonstrated how quick we are to dismiss ex-cons and ignore their stories. The copy behind the advertising content was also incredibly powerful–clever, captivating and emotionally engaging, you couldn’t help but be moved by it". Mark Runacas, partner at Karmarama & Chair of DMA Awards CommitteeSee what the judges said