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HUMANKIND

HUMANKIND

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作者: Tom Bernardin 著

出版社: Random House US

出版时间: 2010-10

版次: 1

ISBN: 9781576875490

定价: 259.00

装帧: 精装

开本: 16开

纸张: 胶版纸

页数: 244页

分类: 外文古旧书>英文书>社会文化

2人买过

　　In 2009 for “Earth Hour,” Leo Burnett moved over a billionpeople to action—that’s slightly more than one out of every sevenpeople on the planet, the largest mass participation eventever.

  For the first time in Leo Burnett’s history, the companyresponsible for building some of the most beloved and popularbrands in the world has decided to share its approach to creativityand brand building, revealing how to create brands that trulymatter to people.

  HumanKind is a book about people, purpose, and changing behavior,and is a firsthand look at marketing that serves true human needsand not the other way around.

  HumanKind provides entree to the moment of germination within theinner sanctum of one of the advertising industry’s most creativeshops through interviews, conversations, transcripts, andimages.

  HumanKind is fully illustrated and includes a step-by-stepdemonstration of how Leo Burnett is applying its unique approach toforever redefine the very nature of communications itself.

  Ultimately, it’s people—not advertising agencies—who create great“people’s brands.” Brands like McDonald’s, Coke, Nintendo, Fiat,Kellogg’s, and Blackberry. Leo Burnett has always chosen to putpeople first, and to apply a people-centric approach to brandbuilding it today calls HumanKind.

  Welcome, to a HumanKind communications company. And welcome tothe story that explains it all. 　　Tom Bernardin is the chairman and CEO of Leo BurnettWorldwide. During his 30 plus years in the industry, he has workedin several countries directing the development of brands includingVerizon Wireless, Bank of America, and Jeep, among others.Throughout his career, he has focused relentlessly on strongcreative teams and the value of powerful ideas. This spiritcontinues to inspire his teams working with world-class clientssuch as General Motors, P&G, Kellogg, Samsung, and McDonald’s.Bernardin is a board member of the Ad Council, the Lake ForestHospital, and the Field Museum, and is a National Trustee for TheFoundation Fighting Blindness.

　　Mark Tutssel is the creative leader of Leo Burnett Worldwide andoversees the work of 96 global offices. Under his direction, in2009, Leo Burnett Worldwide was the third most awarded network atthe Cannes International Advertising Festival as well as theNetwork of the Year at the Art Directors Club of New York and theGolden Drum Awards. Prior to becoming Worldwide Chief CreativeOfficer, Mark was Executive Creative Director of Leo BurnettLondon. He has twice been inducted into the Clio Hall of Fame andis member of the Royal Society of Arts.
内容简介:
　　In 2009 for “Earth Hour,” Leo Burnett moved over a billionpeople to action—that’s slightly more than one out of every sevenpeople on the planet, the largest mass participation eventever.

  For the first time in Leo Burnett’s history, the companyresponsible for building some of the most beloved and popularbrands in the world has decided to share its approach to creativityand brand building, revealing how to create brands that trulymatter to people.

  HumanKind is a book about people, purpose, and changing behavior,and is a firsthand look at marketing that serves true human needsand not the other way around.

  HumanKind provides entree to the moment of germination within theinner sanctum of one of the advertising industry’s most creativeshops through interviews, conversations, transcripts, andimages.

  HumanKind is fully illustrated and includes a step-by-stepdemonstration of how Leo Burnett is applying its unique approach toforever redefine the very nature of communications itself.

  Ultimately, it’s people—not advertising agencies—who create great“people’s brands.” Brands like McDonald’s, Coke, Nintendo, Fiat,Kellogg’s, and Blackberry. Leo Burnett has always chosen to putpeople first, and to apply a people-centric approach to brandbuilding it today calls HumanKind.

  Welcome, to a HumanKind communications company. And welcome tothe story that explains it all.
作者简介:
　　Tom Bernardin is the chairman and CEO of Leo BurnettWorldwide. During his 30 plus years in the industry, he has workedin several countries directing the development of brands includingVerizon Wireless, Bank of America, and Jeep, among others.Throughout his career, he has focused relentlessly on strongcreative teams and the value of powerful ideas. This spiritcontinues to inspire his teams working with world-class clientssuch as General Motors, P&G, Kellogg, Samsung, and McDonald’s.Bernardin is a board member of the Ad Council, the Lake ForestHospital, and the Field Museum, and is a National Trustee for TheFoundation Fighting Blindness.

　　Mark Tutssel is the creative leader of Leo Burnett Worldwide andoversees the work of 96 global offices. Under his direction, in2009, Leo Burnett Worldwide was the third most awarded network atthe Cannes International Advertising Festival as well as theNetwork of the Year at the Art Directors Club of New York and theGolden Drum Awards. Prior to becoming Worldwide Chief CreativeOfficer, Mark was Executive Creative Director of Leo BurnettLondon. He has twice been inducted into the Clio Hall of Fame andis member of the Royal Society of Arts.

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