At a workshop held at Leo Burnett's Middle East headquarters in Dubai, Stephen Gatfield, the company's Chief Operating Officer Worldwide, presented a new corporate mission statement and brand identity to the regional network. “Create ideas that inspire enduring belief,” is the mission statement that reflects the agency's corporate ethos, Gatfield told employees.
In tandem with the launch of the new vision, Leo Burnett is rolling out a new contemporized corporate identity. The centerpiece of the new insignia, an ink-line drawing of a person reaching toward three stars, draws on agency founder Leo Burnett's determination to always work harder and aspire higher, according to a company press release.
“This new vision reflects our heritage of brand-building expertise and provides a benchmark for continued enhancements that will ensure our clients receive ever-higher returns on their investments in advertising,” said Stephen Gatfield. “It is not a statement of intent but a promise of excellence that each member of our team is charged to keep.”
Leo Burnett, alongside sister agencies D'Arcy Worldwide MENA, GAP, LB Digital, LB CRM, MS&L PR and Starcom-MediaVest MENA, offers an integrated communications solution. Leo Burnett MENA has been an integral part of the global agency since 1981 and today has offices in eight countries across the region.
Founded in Chicago in 1935 with eight employees and three clients, today Leo Burnett Worldwide, Inc., operates a global network of more than 200 operating units across 70 countries, including 98 advertising agencies and a variety of specialty marketing services including direct, database and interactive marketing, sales promotion and brand consulting.
Leo Burnett's mission is to be “the best in the world, bar none, at turning brand buyers into brand believers,” and does so utilizing its proprietary Brand Belief System. Leo Burnett currently handles many of the world's most valuable brands including McDonald's, Walt Disney, Marlboro, Kellogg and Nintendo. — (menareport.com)
© 2002 Mena Report (www.menareport.com)
