Nearest office


All offices


Selected office


Your nearest office



Martel et Compagnie
465 rue McGill, 8e Etage
Montreal, Quebec H2Y 2H1
+514 525 4290

Jean-Pierre Martel

President & Chief Creative Officer


Nearby Leo Burnett offices

  • Montreal


  • Toronto


  • Detroit

    United States

  • Chicago

    United States

  • Santo Domingo

    Dominican Republic

  • Guaynabo

    Puerto Rico

  • Tegucigalpa


  • Guatemala City


  • San Salvador

    El Salvador

  • Santa Fe, Mexico City


  • Caracas


  • Managua


Leo Burnett's HumanKind Behavioral Archetypes

I’ve reported on our tool development for our HumanKind Approach once in a while here and also about the development of a lexicon of human behavior that we call Behavioral Archetypes. I am glad to report the U.S. press has picked up on it and Carol Foley has given a nice write up on it.

As Leo Burnett moved from considering itself a “brand-centric” agency to one focused on “HumanKind,” it decided that it should spend some time researching just what humans do. Carol Foley, exec VP-director of research services, and her team set out on a quest to define types of human behavior. After months of digging through academic literature, they realized there really wasn’t a good model. One problem was that a lot of psychological research is focused on abnormal behaviors. That’s not what drives purchasing decisions. “Most of what we’re dealing with is just pretty normal behavior,” she said. So they created their own framework.

Read the whole thing here.

For more info on how it was done, read my original post from seven months ago here.

This post originally appeared on Leo Burnett Frankfurt’s Cultural Fuel blog.