书目

HUMANKIND

内容简介

In2009for“EarthHour,”LeoBurnettmovedoverabillionpeopletoaction—that’sslightlymorethanoneoutofeverysevenpeopleontheplanet,thelargestmassparticipationeventever.ForthefirsttimeinLeoBurnett’shistory,thecompanyresponsibleforbuildingsomeofthemostbelovedandpopularbrandsintheworldhasdecidedtoshareitsapproachtocreativityandbrandbuilding,revealinghowtocreatebrandsthattrulymattertopeople.HumanKindisabookaboutpeople,purpose,andchangingbehavior,andisafirsthandlookatmarketingthatservestruehumanneedsandnottheotherwayaround.HumanKindprovidesentreetothemomentofgerminationwithintheinnersanctumofoneoftheadvertisingindustry’smostcreativeshopsthroughinterviews,conversations,transcripts,andimages.HumanKindisfullyillustratedandincludesastep-by-stepdemonstrationofhowLeoBurnettisapplyingitsuniqueapproachtoforeverredefinetheverynatureofcommunicationsitself.Ultimately,it’speople—notadvertisingagencies—whocreategreat“people’sbrands.”BrandslikeMcDonald’s,Coke,Nintendo,Fiat,Kellogg’s,andBlackberry.LeoBurnetthasalwayschosentoputpeoplefirst,andtoapplyapeople-centricapproachtobrandbuildingittodaycallsHumanKind.Welcome,toaHumanKindcommunicationscompany.Andwelcometothestorythatexplainsitall.

作者简介

TomBernardinisthechairmanandCEOofLeoBurnettWorldwide.Duringhis30plusyearsintheindustry,hehasworkedinseveralcountriesdirectingthedevelopmentofbrandsincludingVerizonWireless,BankofAmerica,andJeep,amongothers.Throughouthiscareer,hehasfocusedrelentlesslyonstrongcreativeteamsandthevalueofpowerfulideas.Thisspiritcontinuestoinspirehisteamsworkingwithworld-classclientssuchasGeneralMotors,P&G,Kellogg,Samsung,andMcDonald’s.BernardinisaboardmemberoftheAdCouncil,theLakeForestHospital,andtheFieldMuseum,andisaNationalTrusteeforTheFoundationFightingBlindness.MarkTutsselisthecreativeleaderofLeoBurnettWorldwideandoverseestheworkof96globaloffices.Underhisdirection,in2009,LeoBurnettWorldwidewasthethirdmostawardednetworkattheCannesInternationalAdvertisingFestivalaswellastheNetworkoftheYearattheArtDirectorsClubofNewYorkandtheGoldenDrumAwards.PriortobecomingWorldwideChiefCreativeOfficer,MarkwasExecutiveCreativeDirectorofLeoBurnettLondon.HehastwicebeeninductedintotheClioHallofFameandismemberoftheRoyalSocietyofArts.

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