How it’s building a better agency: “We believe data is nothing without intuition. Deep down, your gut already knows what you don’t. You just need to stop and listen to it because your gut doesn’t shout—it whispers,” said Anselmo Ramos, co-founder and creative chairman. “An intuitive agency is faster, fresher, and more original. Ultimately, intuition can take you to places you’ve never even imagined.”
Leo Burnett
When working with a global client like McDonald’s, it’s a home run for an agency when it creates a brand platform that can be translated and reproduced across the globe. Leo Burnett succeeded in that with the “Raise Your Arches” spot, which has been reshot for dozens of countries worldwide. Also for McDonald’s, Leo Burnett developed the “Unbranded Menu” to show off how food in video games looks oddly a lot like McDonald’s items. On top of the McD’s work, Leo Burnett produced strong campaigns in India to recreate the 1983 Cricket World Cup for Airtel, while it also started a movement to #BringBack2011 for Oreo to celebrate the last time India won the Cricket World Cup.
A strong new business year also backs its bevy of breakthrough campaigns, as the Publicis-owned agency won Dunkin’ and several Beam Suntory brands in the U.S., Morrison’s in the U.K. and Ikea in India.
“We prioritize people, not ads. It’s as simple as that,” says Chaka Sobhani, Leo Burnett’s global chief creative officer. “We have a responsibility to authentically reflect the communities we serve. Through initiatives and programs like Inclusivity Product Council in the U.S., and The Everyone Way in the U.K. (a partnership with Diversity Standards Collective and The Unmistakables), we continuously push the creative boundaries at the intersection of creativity, kindness and inclusivity.”
Ogilvy
Ogilvy invested in creative leadership over the past several years, bringing in Liz Taylor, Chris Beresford-Hill and Samira Ansari to lead the organization globally, in North America and New York, respectively. It has paid off with one of the most impressive new business streaks in the industry dating back to 2021, when Ogilvy helped win Coca-Cola in a holding company pitch. The agency has since followed it up with H&R Block, Jameson, SC Johnson and Verizon over the past year.
The work stacks up well, too. Ogilvy has experimented with AI for Coca-Cola to create eye-catching 3D billboards, delivered Workday’s first Super Bowl spot featuring a number of iconic rock stars, reimagined how people watch The Masters for IBM, and nailed a campaign that celebrates the insight that Ikea furniture is the second-best furniture for babies behind only their parents.