Creativity 50 2010: Jan Jacobs and Leo Premutico

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Former Saatchi, New York, executive creative directors Leo Premutico and Jan Jacobs launched Johannes Leonardo in 2007, and in a few short years have produced some of the industry's freshest work for Nomis football boots, WNYC and retailer Daffy's. "With Daffy's we knew we were up against some bigger retailers with much bigger budgets," Mr. Premutico said. "So it was important for us to come up with something that didn't feel like it came from the category that would create its own type of media." So the shop created a contest for New Yorkers to rent the Daffy's Apartment, a 1,300-square-foot, furnished pad in New York's West Village that would normally rent for $7,000 a month, but thanks to Daffy's, cost only $700 for one lucky winner. The shop has also created a cinema ad for Daffy's that literally came alive on stage and a "truck tracker" app that let eager shoppers know when the store was receiving its next shipment of goods. For WNYC, the agency created banners that allowed visitors to the New York Times site to stream classical tracks to match their reading mood.

Mr. Premutico on capturing consumers' attention: "We will have to bring creative that consumers will want to engage with," he said. "So we see the audience not just as a destination but as a medium for the work. In the early stages of the process, we talk about what is going to get the consumer behind the message rather than which media is best and what's the best way to get it in front of them."

See the rest of the 2010 Creativity 50 here.

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