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　　In 2009 for “Earth Hour,” Leo Burnett moved over a billion

people to action—that’s slightly more than one out of every seven

people on the planet, the largest mass participation event

ever.

For the first time in Leo Burnett’s history, the company

responsible for building some of the most beloved and popular

brands in the world has decided to share its approach to creativity

and brand building, revealing how to create brands that truly

matter to people.

HumanKind is a book about people, purpose, and changing behavior,

and is a firsthand look at marketing that serves true human needs

and not the other way around.

HumanKind provides entree to the moment of germination within the

inner sanctum of one of the advertising industry’s most creative

shops through interviews, conversations, tran*s, and

images.

HumanKind is fully illustrated and includes a step-by-step

demonstration of how Leo Burnett is applying its unique approach to

forever redefine the very nature of communications itself.

Ultimately, it’s people—not advertising agencies—who create great

“people’s brands.” Brands like McDonald’s, Coke, Nintendo, Fiat,

Kellogg’s, and Blackberry. Leo Burnett has always chosen to put

people first, and to apply a people-centric approach to brand

building it today calls HumanKind.

Welcome, to a HumanKind communications company. And welcome to

the story that explains it all.

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　　Tom Bernardin is the chairman and CEO of Leo Burnett

Worldwide. During his 30 plus years in the industry, he has worked

in several countries directing the development of brands including

Verizon Wireless, Bank of America, and Jeep, among others.

Throughout his career, he has focused relentlessly on strong

creative teams and the value of powerful ideas. This spirit

continues to inspire his teams working with world-class clients

such as General Motors, P&G, Kellogg, Samsung, and McDonald’s.

Bernardin is a board member of the Ad Council, the Lake Forest

Hospital, and the Field Museum, and is a National Trustee for The

Foundation Fighting Blindness.

　　Mark Tutssel is the creative leader of Leo Burnett Worldwide and

oversees the work of 96 global offices. Under his direction, in

2009, Leo Burnett Worldwide was the third most awarded network at

the Cannes International Advertising Festival as well as the

Network of the Year at the Art Directors Club of New York and the

Golden Drum Awards. Prior to becoming Worldwide Chief Creative

Officer, Mark was Executive Creative Director of Leo Burnett

London. He has twice been inducted into the Clio Hall of Fame and

is member of the Royal Society of Arts.

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书籍介绍

In 2009 for “Earth Hour,” Leo Burnett moved over a billion people to action—that’s slightly more than one out of every seven people on the planet, the largest mass participation event ever.

For the first time in Leo Burnett’s history, the company responsible for building some of the most beloved and popular brands in the world has decided to share its approach to creativity and brand building, revealing how to create brands that truly matter to people.

HumanKind is a book about people, purpose, and changing behavior, and is a firsthand look at marketing that serves true human needs and not the other way around.

HumanKind provides entree to the moment of germination within the inner sanctum of one of the advertising industry’s most creative shops through interviews, conversations, transcripts, and images.

HumanKind is fully illustrated and includes a step-by-step demonstration of how Leo Burnett is applying its unique approach to forever redefine the very nature of communications itself.

Ultimately, it’s people—not advertising agencies—who create great “people’s brands.” Brands like McDonald’s, Coke, Nintendo, Fiat, Kellogg’s, and Blackberry. Leo Burnett has always chosen to put people first, and to apply a people-centric approach to brand building it today calls HumanKind.

Welcome, to a HumanKind communications company. And welcome to the story that explains it all.