Leo Burnett schools staff on integrated marketing

The Leo Burnett Group of companies recently held a three-day workshop for nearly 70 employees on the value of integrated marketing campaigns.

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By  Tim Addington Published  May 26, 2005

The Leo Burnett Group of companies recently held a three-day workshop for nearly 70 employees on the value of integrated marketing campaigns. “Brands no longer have passive, anonymous targets whose behaviour they can predict. Now they have cynical, savvy, elusive customers with real choices and power. We are responding by delivering a holistic approach to communications that is propelled by a big idea executed in a variety of new and fresh ways across multiple media,” said Miguel-Angel Furones, Chief Creative Officer, Leo Burnett Worldwide. The seminar, the latest in an ongoing series of employee training programs, revolved around a case study workshop that presented small teams with one of several communications problems. With members from across the group’s disciplines – including advertising, shopper marketing, CRM, digital and public relations – on each team, the task was to develop an integrated campaign that would wrap consumers in layers of messaging. Farid Chehab, chief creative officer, Leo Burnett Group MENA, said that an integrated campaign is not simply about “wallpapering a single executional idea across multiple channels but rather making the idea relevant and meaningful at each moment and contact point. By working as a unified team across our many disciplines, we build brands by reaching consumers with unexpected uses of media and displays of creativity” The “Camp Leo” integration workshop was guided by Furones and Elliott Moss, Client Service Director, Leo Burnett London. Participants came from the Dubai and Kuwait offices of the group’s brand agencies Leo Burnett and Black Pencil, its CRM and digital agency Arc MENA and Manning Selvage & Lee public relations. During the workshop, which began with presentations on the changing communications environment, the role of big ideas in holistic marketing and other topics, the 68 participants were divided into teams of six people and provided a brief. They were tasked with developing a comprehensive communications plan and presenting it to the whole workshop a day later.

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