Leo Burnett added 11 new clients in 2022, including Dunkin’, Cars.com and Rite Aid. The Publicis Groupe agency even reclaimed one brand it had lost just a few years ago: Jim Beam hired Leo Burnett as its global creative agency of record, replacing Adam&Eve DDB. That win—which came after Leo lost the account in 2018—was driven in part by Chicago-based Chief Creative Officer and President Britt Nolan, who is also a boomerang—he rejoined Leo Burnett in 2021 after leaving the agency in 2019 to become DDB's North American chief creative officer.
Leo Burnett takes leading role in Publicis Groupe’s ‘power of one’ approach
Leo Burnett has also taken a leading role in Publicis Groupe’s “Power of One” approach, which brings multiple agencies at the holding company together to pitch and manage big accounts. Burnett led a Power of One assignment from Bank of America meant to boost the bank’s digital banking tools, which had been overshadowed by its reputation for being an in-person banker. The campaign, called “Can’t Stop Banking,” depicted people using the app nearly everywhere, including at a wedding reception.
Burnett did suffer a couple of losses—US Cellular and Wingstop, which went into review in December. But it gained ground in the restaurant space in January when it was named lead creative agency for Dunkin’.
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The agency also churned out work for two longstanding clients—General Motors and Kellogg. For GM’s Buick, the agency was behind a campaign called “See Her Greatness,” which highlighted the lack of media coverage for women’s sports by showing audio-only versions of great athletic moments. The campaign, launched during March Madness, earned 497 million impressions.
For Kellogg’s, Burnett turned Tony the Tiger into an influencer, giving the mascot his own Twitch channel.