The Toronto outpost of Leo Burnett is currently one of Canada's most admired creative agencies, having enjoyed a spectacular run of success in the past few years. It is no stranger to the awards podium. It was the Leo Burnett network's own Agency of the Year for 2011 in its annual inhouse awards, as well as Top Agency in local trade magazine Strategy's creative report card. A string of similar accolades have followed virtually every year since then. In 2015, the agency won Canada's first Titanium Cannes Lion and even an Emmy for its #LikeAGirl campaign for P&G's Always, as well as virtually every domestic Agency of the Year prize. The success of the Always campaign made the agency Canada's most awarded by far for 2015 and the global #5 according to Gunn Report rankings. It was Canadian trade paper Strategy's Creative Agency of the Year yet again in both 2016 and 2017, as well as the country's most awarded agency. Judy John is CEO and chief creative officer. Under the Publicis Groupe's restructuring plan, she added creative responsibility for the whole of Leo Burnett North America during 2016. The Canadian office's chief strategy officer Brent Nelsen had his remit similarly expanded to cover the whole region. In Canada, The main agency is partnered by a local arm of the Arc Worldwide marketing services network, as well as Francophone shop Martel et Co in Montreal. See also the Adbrands profile of the main Leo Burnett Worldwide network. Adbrands does not currently offer a business profile for Leo Burnett Canada but subscribers may access account assignments and contact information for the agency. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
Capsule checked 18th August 2017
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Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 14th Jan 2016: Ads of the Week: "Every Second". Here's a lovely, warm, well-observed ad for Ikea in Canada from the local outpost of Leo Burnett, encouraging everyone - presumably even those of us who haven't furnished our surroundings entirely from Ikea - to make the most of our time at home. Though the ad is impressively inclusive - featuring a variety of different family set-ups - we were a little surprised to see that night never apparently falls in a Canadian Ikea home; it's always light outside.
Adbrands Weekly Update 5th Nov 2015: Ads of the Week: "Poppy". Christmas ads have been coming thick and fast this week, but another annual event in quite a different spirit comes first in the calendar. We Brits often don't realise that we're not the only nation to mark Remembrance Day this weekend. Here's a deeply moving spot by Leo Burnett Canada for local telecoms giant Bell commemorating the Canadian soldiers who fought in the two World Wars. Be prepared to wipe away a tear. That's WWII veteran and former Royal Canadian Artillery gunner Norman Cash, by the way, a sprightly looking 96 years of age. On the bus, retired captain Aida Gabriel, a Canadian veteran of Bosnia and Afghanistan.
Adbrands Weekly Update 19th Mar 2015: There were musical chairs at two of Canada's top network agencies. Long-serving BBDO Canada CEO Gerry Frascione is leaving to pursue a new entrepreneurial start-up project. He has been replaced by Dom Caruso, a former leader of BBDO Canada who has spent the past four years as president & COO of Leo Burnett Canada alongside CEO Judy John. His duties at Burnett have been split between chief strategy officer Brent Nelsen and general manager David Kennedy.
Adbrands Weekly Update 3rd Jul 2014: Ads of the Week "Like A Girl". Leo Burnett's Toronto, Chicago and London offices teamed up with documentary filmmaker Lauren Greenfield for this bold campaign for P&G's Always sanpro range. The ad sets out to take the sting out of the taunt 'like a girl' (as in "you throw like a girl"). It's a clever concept and chimes well with the marketer's newly adopted and similar strategy for Pantene (featured here previously). The Dove brand team at Unilever must be pleased with themselves for finally making their arch-rival play catch-up - they've been ploughing this empowerment furrow for a decade.
Adbrands Weekly Update 15th May 2014: Ads of the Week "Say Yes to Adventure". The new spot from Leo Burnett Canada for Coors Light undercuts a few beer ad myths and stereotypes, as well as quite a few more that we've never yet seen in any beer ad. We're talking about you, Richard the Donkey. (It also answers any questions you may have had about what that talking rug from the award-winning "The Bear" spot for Canal+ is doing these days...) Very odd.
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