Symantec Consumer Division Appoints Leo Burnett Group Agency of Record to Launch New Global Brand for Norton

New Norton Brand shifts its focus to overcome barriers in people's perceptions of online security

Sep 15, 2009, 11:07 ET from Leo Burnett USA

CHICAGO, Sept. 15 /PRNewswire/ -- Symantec Corp. (Nasdaq: SYMC) Consumer Division has selected Leo Burnett USA to be its Global and North American Agency of Record, including brand strategy, advertising and marketing communications. The additional roles expand the retail marketing work that Arc Worldwide, Leo Burnett's marketing services arm, has done for the past eight years with its Consumer Marketing Team.

Leo Burnett and Arc Worldwide will solidify the Norton brand and position it as the market leader in online security by educating consumers about the issue of safety and security online. To kick off the partnership, Leo Burnett has launched a new global brand for Norton starting with major events in New York, London and Japan. The new brand work is being rolled out across North America, Europe and Asia and expands beyond advertising to include retail, online, packaging and the product experience.

"Leo Burnett and Arc are focusing on what we do best by helping Norton find their true brand purpose and relevance in people's lives and designing creative that will expose and connect them around an issue that has gone dark; their safety and security online," said Mark Renshaw, executive vice president, Leo Burnett and Arc Worldwide. "As an agency that truly connects brands and products to people's lives, exposing this issue and getting people to protect themselves and their families from cybercriminals is not just a thrill, it's a passion to transform people's behaviors."

To launch this new effort, Leo Burnett helped Norton create a Cyber Crime Black Market event in New York City on September 9, 2009. The event exposed the Cyber Crime Black Market that trades and profits on stealing and selling personal identities and credit cards online. It featured speakers such as a cyber crime victim and law enforcement personnel to inform attendees on the current threat landscape and educate them on ways to protect themselves.

A global campaign has also been launched that connects people with cyber crime via interactive videos that pose a humorous situation and ask people to "allow" or "deny" metaphors for digital dangers. A Web site,, is linked to the online advertising and features different content based on whether you choose to allow or deny cyber criminals. There are two parts to the story, the dangers that are present - cyber crime and what Norton is doing about it - including featuring the revolutionary Norton 2010 product. The brand also has a new corporate identity, packaging and retail in-store marketing presence designed by Leo Burnett and Arc Worldwide.

"Symantec Consumer Division has seen firsthand the benefits of Leo Burnett and Arc's strategic brand insights and leading-edge creative work and we're proud to deepen our relationship with them as they assist us in taking our mission - of helping people to securely and safely manage their online world - big steps further," said Rowan Trollope, senior vice president, consumer product development & marketing, Symantec. "We are working with the Leo Burnett and Arc team to use creativity to transform people's behavior and get them to act on the real crimes of Cyber Criminals which affect real people, not just their computers."

About Leo Burnett & Arc Worldwide -,

The Leo Burnett Group, comprised of the Leo Burnett brand agency and its marketing services arm Arc Worldwide, is one of the world's largest agency networks and a subsidiary of Publicis Groupe (, the world's fourth-largest communications company. The Leo Burnett Group holds people at the center of their strategic thinking, technological innovation and creative ideas, focusing first and foremost on human behavior before attempting to tell a brand's story.

This approach ensures that people who buy into client brands believe in them all the more. With expertise in mass advertising and digital, retail and promotional marketing, The Leo Burnett Group partners with blue-chip clients such as The Coca-Cola Company, Kellogg, McDonald's, Hallmark, Allstate, P&G and Nintendo.

SOURCE Leo Burnett USA