Uploaded May 2021 | Updated September 2026, 2 weeks ago
As Leo Burnett moved from considering itself a “brand-centric” agency to one focused on “HumanKind,” it decided that it should spend some time researching just what humans do.
Carol Foley, exec VP-director of research services, and her team set out on a quest to define types of human behavior. After months of digging through academic literature, they realized there really wasn’t a good model. One problem was that a lot of psychological research is focused on abnormal behaviors. That’s not what drives purchasing decisions. “Most of what we’re dealing with is just pretty normal behavior,” she said. So they created their own framework.
“Creativity can transform behaviour if the human purpose of the brand is understood. Then, we can do the best job of creating ideas,” says Tom Bernardin, chairman and chief executive officer of Leo Burnett Worldwide since 2005.
NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.
As Leo Burnett moved from considering itself a “brand-centric” agency to one focused on “HumanKind,” it decided that it should spend some time researching just what humans do.
Carol Foley, exec VP-director of research services, and her team set out on a quest to define types of human behavior. After months of digging through academic literature, they realized there really wasn’t a good model. One problem was that a lot of psychological research is focused on abnormal behaviors. That’s not what drives purchasing decisions. “Most of what we’re dealing with is just pretty normal behavior,” she said. So they created their own framework.
“Creativity can transform behaviour if the human purpose of the brand is understood. Then, we can do the best job of creating ideas,” says Tom Bernardin, chairman and chief executive officer of Leo Burnett Worldwide since 2005.
NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.
