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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

EVP David Kennedy


Lisa Morch

VP, Director of Knowledge Mgmt

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Lessons From The Legends: Mark Tutssel and Bob Scarpelli

Last week, Mark Tutssel, chief creative officer of Leo Burnett Worldwide and Bob Scarpelli, DDB Worldwide’s chairman, shared their stories at Lessons from Legends, an inspirational creative speaker series hosted by Google. Each quarter, Google and advertising awards show, The One Club host an event in a new city with different creative icons. This quarter, Tutssel and Scarpelli shared their “lessons” on focus in Chicago.

As the two legends discussed their achievements in advertising, one thing was clear; they always kept their eye on the prize. Both Tutssel and Scarpelli agreed that they succeeded by staying true to what they love—the big idea. In an industry motivated by ideas, both Tutssel and Scarpelli agreed that the idea must spark conversation because “the world isn’t waiting for the next advertisement,” said Scarpelli. "The latest wave of media isn’t social," says Tutssel, "ideas are social."

The conversation shifted to work that inspired both Tutssel and Scarpelli and exemplified strong focus with bright ideas and top creativity. “Everything can be distilled down to two things, people and behavior, and one’s behavior should be changed by creativity,” said Tutssel.

Favorites of Tutssel and Scarpelli’s included: John West ‘Bear Fight’, Troy Public Library ‘Book Burning Party’ The Guardian ‘Three Little Pigs’ ROM candy bar case Budweiser’s ‘Wassup.’

Both Tutssel and Scarpelli concluded the evening by honoring their founders' words of wisdom:

“I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.” – Leo Burnett

“Those who are going to be in business tomorrow are those who understand that the future, as always, belongs to the brave.” -Bill Bernbach

In the end, three pieces of advice were taken away from the evening. First, stay focused. Second, push for brave, bold, crazy and provocative idea and have courage in your convictions. Lastly, don’t be afraid to make mistakes, learn from them.