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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
Canada

http://www.leoburnett.ca
+416 925 5997

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Sydney

Why Connected Thinking Is Top of Mind for Leo Burnett Sydney CEO Peter Bosilkovski

It’s been an exciting yet hectic few months for Peter Bosilkovski. Fresh off being honored as “Media Executive of the Year” by CEO Magazine in 2014, Peter was recently promoted to CEO of Leo Burnett Sydney and made headlines with the launch of Connect Strategy, an integrated strategic planning offering with a media-agnostic view.

We caught up with Peter to learn more about Connect Strategy, the agency’s new business wins and what he and his team are cooking up these days.

Congrats on your new role as CEO! How has it been and what have you been working on since the official announcement in late August?
It has been, and continues to be, one of the most rewarding times of my life. Our business operates in constant beta mode to ensure we are always evolving and leading the industry as a progressive business. To be involved in creating the company of the future is very exciting.

Our recent launch of Connect Strategy is one component of that, exemplifying our ongoing drive for continuous reinvention. Connect Strategy’s offering includes full-service media (buying and planning), social, PR, digital, strategy, shopper, business consultancy and data.

Shortly after the launch of Leo Burnett Connect Strategy, the Sydney office won Canon’s media business. Can you tell us more about that win?
This year, we completely restructured our business model to ensure we are solving business problems in the connected world by launching Connect Strategy. Connect Strategy places “connection ecosystem thinking” at the heart of what we do. To do this, we had to reshape the company in the face of an ever-changing communications landscape.

The launch of Connect Strategy has been a phenomenal success, and has led to non-traditional growth—winning the Diageo full-service media, PR and experiential account and, most recently, Canon Media—we won without pitching. Canon is one of our creative marque clients, having won a number of Cannes Lions including the prestigious Cannes Grand Prix and Media Agency of the Year awards. We are excited about unleashing connected thinking on the Canon business.

What are you most excited about Connect Strategy? Do you foresee other creative agencies in Australia building media capabilities as well?
The output we are already creating, and are set to. We are confident that connected thinking will generate more acts than ads. I think a lot of companies will endeavor to launch new capabilities such as media. However, in today’s connected world, you need more than that for success. Connect Strategy is not a department but a way of working.

2015 has been busy for you, any other high priorities for the rest of the year?
Bedding down our wins and focusing on our 2016 strategy.

How do you feel about the current state of advertising?
It’s an exciting time to be in our industry. The competition is greater than ever before and our competitors go well beyond ad agencies. I think you either thrive in this environment or not.

Do you foresee any major shifts in Australia’s creative industry in 2016?
I think the network agencies will increasingly be testing consolidated services.

If you weren’t in advertising, what would you be doing?
CEO of a sporting club.

In work or life, what’s the biggest risk you’ve ever taken?
Jumping off the world’s highest bungee jump.

What are you most passionate about outside of work?
My two little daughters—Taylor and Harper.

What are your top three favorite campaigns of all time?

Earth Hour, WWF.

Think Different, Apple.

Cadbury, Gorilla.