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HumanKind Hardcover – October 26, 2010

4.4 out of 5 stars 13 customer reviews

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About the Author

Tom Bernardin is the chairman and CEO of Leo Burnett Worldwide. During his 30 plus years in the industry, he has worked in several countries directing the development of brands including Verizon Wireless, Bank of America, and Jeep, among others. Throughout his career, he has focused relentlessly on strong creative teams and the value of powerful ideas. This spirit continues to inspire his teams working with world-class clients such as General Motors, P&G, Kellogg, Samsung, and McDonald’s. Bernardin is a board member of the Ad Council, the Lake Forest Hospital, and the Field Museum, and is a National Trustee for The Foundation Fighting Blindness.

Mark Tutssel is the creative leader of Leo Burnett Worldwide and oversees the work of 96 global offices. Under his direction, in 2009, Leo Burnett Worldwide was the third most awarded network at the Cannes International Advertising Festival as well as the Network of the Year at the Art Directors Club of New York and the Golden Drum Awards. Prior to becoming Worldwide Chief Creative Officer, Mark was Executive Creative Director of Leo Burnett London. He has twice been inducted into the Clio Hall of Fame and is member of the Royal Society of Arts.
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Product Details

  • Hardcover: 256 pages
  • Publisher: powerHouse Books (October 26, 2010)
  • Language: English
  • ISBN-10: 1576875490
  • ISBN-13: 978-1576875490
  • Product Dimensions: 7.8 x 0.9 x 9.8 inches
  • Shipping Weight: 2.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #134,547 in Books (See Top 100 in Books)

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Customer Reviews

Top Customer Reviews

Format: Hardcover Verified Purchase
It's refreshing to see a big network agency making the case for marketing to have a nobler role in the world (even though not all self-promoting examples in the book are living up to it).

As the authors Tom Bernardin and Mark Tutssel point out, the idea that brands need a purpose is not a new concept, but still utterly underutilized. They argue that a brand without purpose is one that will never be understood or embraced by people. And, for brands to make real, human connections, they need to have a human-centric purpose. A purpose rooted in a genuine and fundamental human need is bigger than any brand promise or positioning statement. It's a shift from showing what a product does to what it means. A brand purpose tells people what the brand believes in and what it's going to do about it. Brands that have a purpose have a shared set of convictions and a compulsion across the entire organization to change things for the better. When brands live with a higher purpose, they are champions of positive change, and try to close the gap between the way the world is now and how they hope it to be.

A brand purpose supersedes everything in the conventional marketing protocol. It becomes the central motivation for the brand. It drives everything a brand does, says, and offers. It taps into people's individual, unique wants and needs to make the world a better place and life a more fulfilling experience.

As advertisers, we are masters at using creativity to transform human behavior. The authors of HumanKind remind us to make our work matter. To create marketing that respects people's needs, ambitions, intelligence, sense of humor, and enjoyment of life. Not to interrupt people, but to involve them. Not to demand people's attention, but rather to invite and reward participation.
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Format: Hardcover
Leo Burnett once said of advertising “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” And Humankind by the current Chairman/CEO (Tom Bernardin) and Chief Creative Officer (Mark Tutssel) of that venerable adman’s namesake agency is all those things. And more. And occasionally a little less.

Of course, it would be disingenuous to discuss a book produced by two principals of an agency, a book that discusses that agency’s unique perspective and approach, and which uses examples of its own work as a way to showcase that unique perspective – without acknowledging that, regardless of whatever benefits or insights the reader can glean from it, there is an element of the endeavor that is clearly designed to generate new business. And I don’t think Bernardin and Tutssel would dispute this. Who among us did not see the success that Kevin Roberts had with Lovemarks, a book that Humankind shares not only a publisher with, but also something of size, design and shape.

Thus, Humankind is a way for Bernardin and Tutssel (to read the rest of this review, please visit http://the-agency-review.com/humankind)
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Format: Hardcover
While the book is "pretty" and does have some good information, I couldn't help but feel it was more of a book about the agency and their great works than anything else. Don't get me wrong, the agency, and even more so it's creator, deserve credit for their good work; however, overall it was a bit disappointing. I remember a book written by the founder of this agency a while back and the amount of information it had as well as the phenomenal ideas I received from it. I was hoping for the same out of this book; however, it didn't happen. I hope your experience is different!
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Format: Hardcover Verified Purchase
A real insight into the world of communication and how technology is taking the relationship between the brand and consumer into a whole new area. For the first time a relationship of equals. For those in the profession this book is a bible. For those just interested in the subject its just fascinating. HumanKind
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Format: Hardcover Verified Purchase
This book is just full of awesome. Great graphics, great ideas, great concepts, great messages...I expect nothing less from the Leo Burnett agency.
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Format: Hardcover Verified Purchase
This is subtly an agency portfolio book or brand book for the ad agency, Leo Burnett.

Hypocritically the authors said this book is not about Advertising, then what is it really about?

They also said the ads about McDonald's (their Client!) inside the book are not about advertising or selling products.

They mostly featured the ads done by their ad agency inside the book.

They tried to use a soft sell approach and call it "Humankind" to sell their agency philosophy, and then their agency, using the so called Leo Burnett's creative philosophy.

Actually Leo Burnett's creative philosophy used to be called building "inherent drama" in products.

This book reminds me about another agency portfolio book or brand book called Lovemark by one of Saatchi's top men, the CEO.

If admitting that this book is to sell its agency and its services, then this book will be more sincere and has more source credibility.

Like it or not, these authors are in the agency business, and no one actually blames you for trying to sell us something, including your agency.

But sell it with guts and candor, and be less pretentious!
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