New Book by Leo Burnett Executives Reveals How to Bring Humanity to the Forefront of Any Brand

HumanKind is a book about people, purpose and changing behavior, and is a firsthand look at marketing that serves true human needs

Oct 26, 2010, 11:10 ET from Leo Burnett Worldwide

CHICAGO, Oct. 26 /PRNewswire/ -- Today, Leo Burnett Worldwide released its new book HumanKind, which explores creativity and its impact on people's behavior. Co-authored by Chairman and Chief Executive Officer Tom Bernardin and Global Chief Creative Officer Mark Tutssel, HumanKind is about people, purpose, and creating acts, not ads – that transform the way people think, feel and ultimately behave.

"This book is not about advertising, brand propositions or selling products," said Tom Bernardin, Chairman and Chief Executive Officer, Leo Burnett Worldwide. "It's about people – what engages them, moves them and inspires them to act a certain way, and ultimately enriches their lives."

HumanKind invites readers into the world of the legendary advertising agency, Leo Burnett, and gives a behind-the-scenes look at a global creative network that believes modern-day communication needs to start and end with people.

"Our HumanKind philosophy puts a laser sharp focus on the infinite power of imagination and its ability to change the way people act," said Mark Tutssel, Global Chief Creative Officer, Leo Burnett Worldwide. "It's the power behind some of the world's most recognized brands and it is rapidly becoming a global movement."

Within the book Bernardin and Tutssel discuss the four pillars of the HumanKind philosophy: People, Purpose, Participation and Populism. These four words are simple in nature, but represent everything that is HumanKind.


HumanKind is about PEOPLE. They're not consumers, customers, purchasers or patrons. They're people, like you and me. Understanding that is the start of understanding them – their behaviors, beliefs, biggest fears and greatest loves. The things they need and the things that make them need them. All the answers are right there; all you have to do is know where to look.


HumanKind seeks PURPOSE. It shifts the conversation from what your brand does to what it means. What does your brand believe? What does your brand stand for? And why? A brand without purpose will never be embraced by the people. But a brand designed with a true human purpose in mind has the power to inspire people in all kinds of ways.


HumanKind requires PARTICIPATION. It demands a different role for advertising. Rather than make a proposition or promise, it invites them in to participate. By creating acts not ads, we create an emotional connection over time. By relinquishing the control we pretend to have over people, we invite them in and create a lasting bond with the brand.


HumanKind thrives with POPULISM. Advertising agencies don't create iconic brands—people do. Time and time again, HumanKind acts capture imaginations and people respond. They start off responding in little ways, and those little ways turn into big ways. Then meanings become movements, and you've changed the way the world sees the world.

To learn more about HumanKind visit,

About the Authors

As chairman and chief executive officer of Leo Burnett Worldwide, co-author Tom Bernardin leads one of the largest communications companies in the world. Named Chairman and CEO in 2005, Tom has led the most significant restructuring the company has ever undergone. He has streamlined the agency, with a focus on key geographies and emerging growth markets, resulting in continued growth under his leadership.

Co-author Mark Tutssel is the global chief creative officer and one of the most awarded creative directors in the industry. His work has garnered every major creative accolade, including the prestigious Cannes Grand Prix and 40 Cannes Lions. Mark's professional success has been rooted in his belief in the power of ideas and ultimately, that creativity has the power to transform human behavior.

About Leo Burnett Company, Inc.

Leo Burnett Worldwide ( is one of the world's largest agency networks and the parent company of Leo Burnett and its marketing services arm, Arc Worldwide. Leo Burnett, a HumanKind communications company, has a simple and singular approach: put a brand's purpose at the center of communications to truly connect with people. Leo Burnett, one of the most awarded creative communications companies in the world, creates "Acts, not just Ads," for some of the world's most valuable brands including Coca-Cola, Kellogg, McDonald's, Hallmark, P&G, Allstate, Walgreen's and Nintendo.

SOURCE Leo Burnett Worldwide