2013 Awards to date

Recognition from across the board and around the world

Across multiple disciplines - advertising, design, digital, integrated, effectiveness and media - Leo Burnett Toronto’s Awards speak for themselves.

Add a Social Layer

Why would Google, a company full of smart people able to invent almost anything, pay $1.1 B to acquire Waze? They already have a great Maps product that’s the default choice for most people. The answer: Waze has figured out how to add a social layer to maps that dramatically enhances the way-finding experience. It will make Google Maps social.

Which got us at LBT thinking. Shouldn’t every brand think about how to add a social layer to everything it can? In a world of connected devices, and the impending wave of the “internet of things”, adding a way for friends and like-minded strangers to share the experience will make the brand stickier, and the utility even more useful.

Nine Cannes Lions shortlists for Burnett Toronto

To date, the agency is shortlisted for five Design Lions - the most of any Canadian agency - three Radio Lions and one Media Lion. The work recognized is for Raising the Roof (2), James Ready (3), IKEA (1), Bell Canada (1), and 2 for our Cook Without the Book self promotion.

Frank Underwood’s Big Data

‘Big data’ refers to really large data sets that are harder to manage using typical approaches because of their size; the problem is that it’s harder to spot the insights. Some companies are tackling this head on, for example, Netflix, who released all 13 episodes of their original production House of Cards at once, subverting the traditional TV release schedule. Not only did Netflix know how we like to ‘eat’ content, but also, they knew so much about our viewing behaviour that they could guarantee what kind of content would be well received. It’s almost as if House of Cards was a crowd sourced show where every Netflix viewer was a producer. Product owners, marketers, and distributors will increasingly turn to big data to help drive all aspects of decision-making, but in the meantime, we can all thank Big Data for Season 2 of House of Cards.

Brand Mythology

Whether drawn by the Ancient Egyptians or told by the Australian Aboriginals, storytelling is the world's oldest form of communication. Stories are how people have learned, connected and been inspired since the beginning of time. And behind every good story there is a morale, deeper meaning and purpose. For brands to forge deep connections with people, to become apart of the fabric of how they live their lives, brands must also tell a story. They must have a purpose and a hero. They must have values and fallibilities. They must face challenges on their journey. They must create the allure of a myth. How and where these stories are told has changed in modern times but the power of good storytelling remains a brand's greatest asset. Check this out for more on the topic.

And hear the story behind the man Mr Clean.

Burnett Toronto wins two FAB Golds in London.

The UK’s FAB Awards recognize the best international Food And Beverage work across multiple categories. At this year’s 15th annual FAB show, LB Toronto won Gold in Social Media for James Ready Beer’s Cover Photo Swap and Gold in Collateral POS for James Ready Beer’s 50% Awesomer Coasters. Cheers all round!

The Context Opportunity

Mobile devices aren't only ubiquitous, they're becoming how we shop. In fact, over 50% of North American’s now use their Smartphones while they shop: checking for locations, discounts, prices and reviews. As marketers, this emerging behaviour compels us to rethink the traditional purchase funnel.

Read more

Burnett Toronto wins 15 metal “M”s at Marketing Awards.

At Canada’s 91st annual Marketing Awards (wow!), LB Toronto picked up 3 Gold, 6 Silver and 6 Bronze awards, plus 2 coveted Craft awards to round off a great evening. Significantly, our awards covered the media spectrum, including Best Use of Social Media, POP and OOH Golds, Experiential, Collateral, Print and Radio Silvers and Digital and Film Bronzes. Clients honoured include ADCC, IKEA, James Ready, Raising the Roof, TVO and Yellow Pages.