Leo Burnett's Purpose-Driven Approach

Leo Burnett Chicago describes their the core belief of their approach as “people and purpose”.


And this is how they describe their approach:


That's why everything we do for brands is designed with a human purpose in mind. A brand without purpose is one that will never be understood or embraced by people. A brand with purpose can be a true agent of change and transform the way people think, feel or act. A brand with a true HumanKind purpose can change the world. Our dream is to be the best creator of ideas that truly move people - bar none. 


Semms like everyone is re-defining the 4Ps of marketing. And purpose is almost always one of the new Ps. For Leo Burnett, their 4 P’s are:

  • People
  • Purpose
  • Particpation
  • Populism

What I also found really helpful is that they evaluate their work on a “HumanKind Scale” from 1 to 10: