The Sydney arm of global creative agency Leo Burnett is leaning on its heritage to lead a marketing campaign that, interestingly, aims to reward small business, if not target them. ‘Help from Leo’ commends start-ups who have pushed through tough economic times to establish brands, reminiscent of the agency’s depression-era origins.
Designed to give one new Australian business the opportunity to win up to $100,000 in creative and strategic advice from Leo Burnett, the competition features a ‘specially-brewed’ cider as its hook.
“By creating, designing, marketing and distributing our own product, we have a much deeper understanding of our client’s businesses and the challenges they face,” says Andy DiLallo, chief creative officer.
Todd Sampson, CEO of Leo Burnett Australia, explains the campaign is simply a case of giving a leg-up to the up-and-comers and rewarding them for effort.
It has little to do with establishing a new market among start-up businesses, Sampson says: “No, we are not specifically looking to focus on start-ups but for this idea we are.”
“If we can help, even in a small way, someone realise their dream – well that’s a good thing to be a part of.”
Further, DiLallo and Sampson are both eager to gain insight, and perhaps inspiration, from emerging creative potential in the marktetplace.
“It may also give us the opportunity to get in on the ground floor of some of Australia’s newest and most interesting start-up ventures,” says DiLallo.
With the campaign engineered by a melding of history and progression, Leo Burnett pays respect to its 1935 Great Depression origins surrounding the allegory of the common apple, which its founder placed at the front desk as a defiant symbol of hope.
“We wanted to do something that highlighted our entrepreneurial heritage and to give back to those willing to put themselves out there and have a go,” says Sampson.
The ‘Help from Leo’ promotion is open now and entries close 3 May 2013. Entry requirements for the competition include a short written statement of up to 250 words describing the business’ vision, or a video lasting up to 90 seconds. Australian small businesses that registered for an ABN as of 2 April 2013 can enter the promotion.