Humankind by Leo Burnett

Leo Burnett CEO Tom Bernardin and CCO Mark Tutssel have published HumanKind, a book about people and how creativity transforms the way people think, feel and behave. The book isn’t your typical industry read: it talks about how people not advertising agencies create iconic brands. It’s a look at marketing that serves true human needs and not the other way around. The Inspiration Room is offering five free copies to readers over the next week, rewarding you for insightful and creative contributions to discussion. You can leave a comment anywhere on the site, or start right here on this post with a comment on what you think Leo Burnett’s best work has been. See more on Leo Burnett’s work featured on The Inspiration Room.

Humankind Book

Humankind starts with the assertion, “This is not about advertising. This is about people”. Bernardin and Tutssel set out to tell stories about people, purpose and changing behavior that serves human needs. Focusing on convictions and brands, they ask the questions, “What do you believe? And what are you going to do about it?”. The book is set out in four sections focusing on people, purpose, participation and populism. Campaigns by Leo Burnett are used as inspiration.

This is not about adverising

We are Eternal Students of Human Behavior

Campaigns Featured in Humankind

Nike ID GE

Vote Earth

Fiat 500

Humankind A to Z

Filed under: Books, Commercials, Interactive, Print