This case study will be presented by Richard Pinder, President, Leo Burnett EMEA on Saturday, 2 October at the Loerie Festival conference.
He will look at how Leo Burnett has worked with the family restaurant chain globally, to best understand the motivations and aspirations shaping the lives of consumers around the world today - and to turn those insights into TV, print, ambient and one-to-one advertising that truly resonates with the audience, and has helped drive sales and profit for the client.
Promoted in February to the role of President for Burnett's European region, including the Middle East and Africa, Richard Pinder is today responsible for the activity of 52 full-service offices in 48 countries.
Previously the network's Asia Pacific managing director from 2000 to 2004, under Pinder's leadership Burnett was recognized as the only agency network to consistently rank in the top three in terms of creativity, business activity and market share in nearly every country in the region. By championing consistent creative and strategic excellence across every market, Pinder led the network to strong local and regional new business performance as well as industry recognition - a measure of this being Burnett's June 2004 top score in Media Magazine's annual agency ranking, its 2001 win of the "Asian Network of the Year" award, and its Finalist position in the same category in both 2002 and 2003.
On the creative side, 2003's Gunn Report also revealed that no other agency network in Asia Pacific had more offices contributing to its global tally than Leo Burnett. Testament to the strength of Burnett's strategy in the Asia Pacific region, in 2003 the agency network recorded its largest organic growth percentage ever, nearly twice the market average. This despite one of the worst global operating environments ever. Today Burnett is the fastest growing agency in China, the nation's third largest (according to the China Advertising Association's latest figures), and the most awarded network when it comes to Chinese language advertising.
Pinder has now returned to his native U.K. and is based at Burnett's regional headquarters in London. An economist by training, he has been in the ad business for nearly 20 years, with his early years spent at Grey Advertising and then Ogilvy & Mather in London, where he rose to become UK managing director, before leaving Europe in early 2000 for Asia Pacific and Leo Burnett.
