Leo Burnett Launches The Core
New Chief Intelligence Officer John Lowell will lead the agency’s consolidated data and analytics offering.
Leo Burnett has launched an integrated data and analytics offering called The Core. The new unit will serve as an insight engine to optimize Leo Burnett’s award-winning creativity and drive competitive advantage for clients.
The Core is not only a nod to Leo Burnett’s heritage of apples, but also an acknowledgement that human behavior is now at the core of all modern marketing communications. With this in mind, The Core unites Leo Burnett’s existing research and CRM specialties with the proprietary Ardent search technology to offer more personalized, engaging and effective creative work.
“The Core will take the best of digital insight, the best of CRM and the best of human understanding, and link it all together as one powerful offering,” said North America CEO Andrew Swinand.
The Core will be led by newly appointed Chief Intelligence Officer John Lowell, who joins the Leo Burnett Group after serving as VP of product strategy for the predictive analytics firm Uptake. However, Lowell is no stranger Leo Burnett; he previously worked in leadership at sibling Starcom MediaVest, as well as helped build and launch search technology for Ardent.
“Leo Burnett has a storied reputation as a creative powerhouse,” said Lowell. “But the agency’s data and analytics expertise is a hidden gem.”
More than just a powerful resource for teams at Leo Burnett, Arc and Rokkan, The Core will also provide competitive advantage in an increasingly data-centric industry. The unit will allow teams to tap into its expertise and leverage first-, second-, and third-party data to identify business-building opportunities for clients.
“Leo Burnett has the largest creative department under one roof in the country,” Swinand told Ad Age in an interview. “And feeding all of those creatives with behavior analytics and insights will allow us to produce more personalized content, allowing us to compete and win against consultancies and other competitors who are trying to use data to their competitive advantage.”
For more about The Core and Andrew Swinand’s thoughts on how it gives Leo Burnett the upper hand against the competition, read his interview with Ad Age.