This company has come up with some gr-r-reat ideas to promote brands. The #2 ad agency in the US (behind WPP Group's JWT), Leo Burnett has helped create some of the top consumer brands, including Kellogg's Frosted Flakes cereal and its Tony the Tiger icon. It offers creative development and campaign planning services through about 100 offices in almost 85 countries. Its Arc Worldwide subsidiary provides promotional and direct marketing services, as well as multimedia and interactive marketing development, while Lápiz Integrated Hispanic Marketing targets Spanish-speakers. The company, which does business as Leo Burnett Worldwide, is owned by ad conglomerate Publicis.
The truly global agency has been focused on ramping up its operations in the Asia/Pacific region. In addition to China, Leo Burnett is looking to expand into India; it plans to either open additional offices in the country or use it as an outsourcing post to serve other parts of the company.
The company has integrated its traditional Leo Burnett ad network with the marketing services of Arc Worldwide, striving to offer a broader range of services under one umbrella. It has aligned itself closely with Arc Worldwide to invest resources in the digital medium, making the Internet one if its top priorities.
The agency's growth strategy involves focusing on the top 10-15 markets for each region and then aligning its resources to meet the needs of those clients.
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