Mark Tutssel of Leo Burnett: Agencies and clients aren’t the ones who create brands – it’s the people who adopt them

Mark Tutssel, CCO of Leo Burnett Worldwide, had a talk with PRODU after his participation in the last day of the AHAA conference in collaboration with FIAP and Circulo Creativo. During the conversation, Tutssel expressed his fascination with the essence of Hispanic culture. “What I enjoy most is the passion, that electric creativity of the Latino culture, they way they act, the way they play soccer, the clothes, the music, that gut energy in everything – I like being surrounded by people who love what they do” he said.Moving on to his opinion of the Hispanic market, he considers it to be a truly important segment that is growing fast and is an obvious choice for today’s big brands, but on the other hand he doesn’t like isolating people in groups. “I believe the human race has never been more integrated, and I consider that today’s technology is the very connection we’ve been looking for”.“We’re living in the screen age, and today’s most important screen is the mobile device – it’s the way we connect with each other now, and all this is enriching us with multiple communications” Tutssel said.For the executive, the power of ideas and creativity is essential for transforming human behavior. “For me it all begins and ends with people – we have to become eternal students of human behavior”.As a last word he said that agencies and clients aren’t the ones who create brands – it’s the people who adopt them. But we can guide them, he said, because “creativity has the incredible ability to change people’s perception of a specific brand”.