Leo Burnett Seeks Non-Profit Partner for Charitable Brand Boost
Thursday, 01 December 2005
Advertising agency Leo Burnett USA announced a new business pitch with an unusual twist -- it will conduct the review in support of a deserving cause.
Moving beyond the traditional industry channels for public service relationships, the agency is proactively seeking a non-profit organization as a prospective client partner. Burnett is looking to grow a new or unknown entity into a powerful and recognized brand, putting its full range of marketing services behind the partnership. Interested organizations are encouraged to visit http://www.packagedgood.org/ to submit proposals for consideration.
"Our goal, as always, is to invest ourselves and our expertise in a worthy cause. What differentiates this new effort from our pro bono assignments are three key elements," said Leo Burnett USA Chief Marketing Officer Ben Kline. "We want to build a brand from scratch. We want the relationship to be long-term. And we want to fully leverage our strengths to help a worthy cause receive the awareness and recognition it deserves."
According to Kline, Packaged Good will allow the agency to reach charities beyond the established pro bono realm. "As with most agencies, the causes we support are often determined by existing relationships between the charities and our people. Hopefully the broad scope of this review process will open the door to a wider range of organizations and causes that we might not have been exposed to in the past."
Leo Burnett maintains a long-standing commitment to public service advertising, handling campaigns for such well-known local and national charitable organizations as The Greater Chicago Food Depository, Kohl's Children's Museum, the Partnership for a Drug-Free America and the Department of Transportation and United Nations AIDS Foundation, both in conjunction with The Advertising Council. Many of these public service campaigns -- from the Crash Test Dummies to the recent award-winning work for the U.N. AIDS Foundation -- are among the most recognized in the industry. While the agency will continue pro bono efforts such as these, the new Packaged Good initiative takes Burnett's commitment to public service efforts a step further.