HumanKind

In 2009 for Earth Hour Leo Burnett moved over a billion people to actionthats slightly more than one out of every seven people on the planet the largest mass participation event ever. For the first time in Leo Burnetts 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 industrys 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 its peoplenot advertising agencieswho create great peoples brands. Brands like McDonalds Coke Nintendo Fiat Kelloggs 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.