MERCADEO Versión en español
Mark Tutssel of Leo Burnett: We used creativity without borders to produce #LikeAGirl
Manuela Walfenzao| 13 de octubre de 2015
Tutssel: Nuestra intención es crear trabajos que transformen el comportamiento humano
Global CCO at Leo Burnet, Mark Tutssel shared his awarded Always #LikeAGirl campaign experience in an interview. With more than 90 million YouTube views, 14 Cannes Lions and more than 100 awards, the spot has been able to change the gender stereotype where girls were placed in. “When a group of creative people with radically different life stories and perspectives come together, they can uncover insights that resonate with a global audience. That’s precisely what happened with the #LikeAGirl team” he said. “Our aim is to create work that transforms human behavior. Its a big feat that requires extraordinary talent, teamwork and client partnership.”In 2012, the agency developed the “creativity without borders” approach, allowing them to apply it to global clients including Samsung, Always and Coca-Cola. “This approach allows us to unite speed, culture and our global network to create interesting and bold ideas that feed societys need for engaging and rewarding content” Tutssel explained. “It is our unconventional system of solving our clients business challenges on a global platform. Working as a global business requires global minds.” The P&G brief delivered to the agency requested changing girls lives by championing their confidence. Then Tutssel activated the “creativity without borders” operating system removing their own agencys internal barriers. “So we unleashed our world-class talent from London, Toronto and Chicago and brought to life the idea through teamwork.”
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