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Leo Burnett Seeks Non-Profit Partner for Charitable Brand Boost
Leo Burnett Seeks Non-Profit Partner for Charitable Brand Boost
Published 11-29-05
Submitted by Leo Burnett USA
Moving beyond the traditional industry channels for public service relationships, the agency is proactively seeking a non-profit organization as a prospective client partner. Burnett is looking to grow a new or unknown entity into a powerful and recognized brand, putting its full range of marketing services behind the partnership. Interested organizations are encouraged to visit www.packagedgood.org to submit proposals for consideration.
"Our goal, as always, is to invest ourselves and our expertise in a worthy cause. What differentiates this new effort from our pro bono assignments are three key elements," said Leo Burnett USA Chief Marketing Officer Ben Kline. "We want to build a brand from scratch. We want the relationship to be long-term. And we want to fully leverage our strengths to help a worthy cause receive the awareness and recognition it deserves."
According to Kline, Packaged Good will allow the agency to reach charities beyond the established pro bono realm. "As with most agencies, the causes we support are often determined by existing relationships between the charities and our people. Hopefully the broad scope of this review process will open the door to a wider range of organizations and causes that we might not have been exposed to in the past."
Leo Burnett maintains a long-standing commitment to public service advertising, handling campaigns for such well-known local and national charitable organizations as The Greater Chicago Food Depository, Kohl's Children's Museum, the Partnership for a Drug-Free America and the Department of Transportation and United Nations AIDS Foundation, both in conjunction with The Advertising Council. Many of these public service campaigns¯from the Crash Test Dummies to the recent award-winning work for the U.N. AIDS Foundation¯are among the most recognized in the industry. While the agency will continue pro bono efforts such as these, the new Packaged Good initiative takes Burnett's commitment to public service efforts a step further.
The deadline for proposals is December 20, 2005. The agency hopes to identify finalists for consideration by the first week of January 2006. For more information about the request for proposal and submission criteria, please visit www.packagedgood.org.
About Leo Burnett USA
Leo Burnett USA helps build many of the world's most valuable brands, including McDonald's, Disney, Procter & Gamble, Marlboro, Altoids, Kellogg, Nintendo and the U.S. Army. As the most awarded agency at the Effie Awards for four straight years, Leo Burnett USA is the "Most Effective Agency in America."
The country's second largest agency brand as ranked by Advertising Age, Leo Burnett USA is the flagship office of Leo Burnett Worldwide, Inc., a global network of over 200 operating units including a variety of specialty marketing services and 94 full-service advertising agencies in 82 countries. Leo Burnett Worldwide (www.leoburnett.com) is a wholly owned subsidiary of Publicis Groupe (www.publicis.com).
