A first in our new series of articles A Day In The Life Of… The Graphic Design School will, each month be offering you a tour around the ins and outs of the best graphic design agencies, freelancers and studios in the world… A virtual work experience.

A Day in the Life at the Leo Burnett Agency

Leo Burnett’s iconic work that kick started a career spanning decades and dozens of multi-national agencies: The Malboro Man, The Jolly Green Giant and Tony the Tiger.

Big ideas come from the big pencil

is the statement behind Leo Burnett’s thinking, along with a humankind approach. The single greatest thing for Leo and Design Schools are its people. In the end it all comes down to the people you meet, talk to, network with, work with, love, avoid, respect and so on. I have a great opportunity to work with top professionals from many different areas of expertise, every day. The advice, opinions, views, knowledge and skill set of each individual at Leo offers me a network of highly skilled assistance at my fingertips, that’s priceless.

Project: Image Campaign Client: Leo Burnett Belgrade Creative Director: Dejan Bojovic, Art Director: Djordje Joksimovic Photographer: Djordje Joksimovic

Leo Burnett Belgrade, I believe has a specific climate, we call it a ‘relaxed’ atmosphere. Your priority at work is to finish your days duties regardless of when you arrive. Working hours are 9am to 5pm, however many people arrive after 10. So long as you meet the requirements of an 8hr day. This atmosphere enables you to feel free to find your own private way of functioning to your best advantage. I believe our ‘relaxed’ atmosphere, and different schedules can be difficult for the Accounts dept. when trying to gather us all for a group meeting. However, designers are those lay-back, cool and often quiet people that you handle with care, their genius allows them to invent ‘stuff’ from scratch, and that kind of talent requires kit gloves and flexibility!

One of the greatest challenges with being a ‘creative’ in this kind of work environment is the delicate juggling between the ‘Logical’ and ‘Creative’ parts of the agency. To some extent an agency can be described as a similar set up to the two sides of your brain. The Logical side represents all non-designers such as the Accounts, Traffic and Media departments. The Creative side with Designers, Copywriters, the Creative and Art dept. The Creatives create fantasy, and the Logicals help refine fantasy to meet the goals of communication, and the logistics of the business. In unison the two sides perfect the storytelling to enhance sales. In the words of infamous Director, Author and Producer Hermann Vaske.

Advertising is the fine art of separating people from their money

Image Campaign Client: Heinz Agency Location: Paris, France Creative Director: Stephan Ferens » Copywriter / Art Director: Eric Esculier.

The most rewarding aspect, once every detail of a campaigns communication has been perfected, is feedback. We receive this feedback when the campaign ‘hits the streets’. This is the ‘litmus test’. The public. The truth, the moment that you learn whether you invested yourself in something that can make you feel accomplishment and pride or feel like hell!

Learning is a constant process and campaigns definitely enhance your learning, however I believe that learning really starts on the day you enter any office or design school, in my case Leo Burnett. Advertising can be a tough world, and each day can takes its toll. Every day you burry yet another unused idea that seemed as bright as a star. Yet, as this industry requires, we continue to ‘reach for the stars’ because we want to be the best. Advertising guru Paul Arden once said “It’s not how good you are, it’s how good you want to be!” He was damn right too. This is the quote that has most inspired me in my career and my life. The better you want to be, the better colleagues you will have, the more happiness you will spread, the more people you will inspire and the more people will love you for it. That is the simplest life philosophy. Once again Leo was right it all comes down to people, ourselves included.

Image Campaign Client: McDonalds Leo Burnett Chicago Global Chief Creative Officer: Mark Tutssel Chief Creative Officer: John Condon EVP/Creative Group Head: John Montgomery Creative Directors: V. Cook, G. Fox-Robertson, B. Shembeda, A. Gross

Working in an environment of creatives one is constantly aware of the fact that creative people have big egos! We insist on how great we are and how amazing our design is. Working in this agency has taught me that we should always share our knowledge with others, no matter how big your ego, or almighty your position. (People that don’t share their ideas, probably don’t have many of them anyway). Leo Burnett Belgrade has 120 employees, and many walls, however, colleagues are not segregated by departments and teams, our agency has moved the barriers between us, we support and enrich each others ideas. Our philosophy is that if we haven’t moved these metaphorical barriers our day has been unproductive… useless. Our attitude to healthy competition and challenge sees us having some great nights out after a synergy of successes.

Image Campaign Client: Pirelli Leo Burnett, Milan, Italy Global Chief Creative Directors: Enrico Dorizza, Sergio Rodriguez Art Director: Roberto Piazza Copywriter: Matteo Lazzarini

Although our barriers are less than in other more traditional agencies we do team up (Art Director and Copywriter for example) to work together in ‘micro7rsquo; environments, presenting ideas and working long hours on pitches for clients. We do what we can to keep the agency’s spirit alive and beating. Like the rhythm that exudes from the speakers of my iTunes playlist. I have earnt the role as the agency’s DJ. I play music to over 40 people on my floor. I keep them happy! one of the perks of being a ‘creative’.

And so starts another day… I’m getting up, fresh enough so I can rewind the film in my head of how I got here. A spanking new morning in Belgrade 2009, clean head, big drive, full batteries, after so many trips, boarding passes, frequent desk changes, computer desktops, cityscapes and music on iTunes. I start with a double shot of coffee, warm milk with one sugar, please. Made from the Communal Leo Burnett coffee machine… of course!

Take a peak in the life of an Art Director at Leo Burnett

Video created by Djordje Joksimovic filmed by Zoran Jovanovic, Written by Marija Mladjenovic, prize winner in HumanKind Leo Burnett world challenge.

Definitions that you may find useful in this article

Copywriter has ultimate responsibility for an advertisement’s verbal or textual content, which often includes receiving the copy (http://en.wikipedia.org/wiki/Copywriter) information from the client.

Art Director An Art Director isn’t necessarily the head of an art department. He/She typically works in tandem with a copywriter. The team usually works together to devise an overall concept (also known as the “big idea”) for an ad, commercial, mailer, brochure, or other advertisement. An A.D. may come up with the headline or other copy, and the copywriter may suggest a visual or aesthetic approach. Each person usually welcomes suggestions and constructive criticism from the other. Ideally, the words and visual should not parrot each other; each should enhance or enlarge the other$#39;s meaning and effect.

Accounts Account Services or Account Management is somewhat the sales arm of the advertising agency. An account executive meets with the client to determine sales goals and creative strategy. They are then responsible for coordinating the creative, media, and production staff behind the campaign. Throughout the creative process, they keep in touch with the client to update them on the ad’s progress and gain feedback. Upon completion of the creative work, it is their job to ensure the ad’s production and placement.

Creative Director The CD oversees the design of branding and advertising for a client and ensures that the new branding and advertising fits in with the client’s requirements and the image they wish to promote for their company or product. The main aspects of this role are to interpret a client’s communications strategy and then develop proposed creative approaches and treatments that align with that strategy. Another is to initiate and stimulate creative ideas for and from everyone involved in the creative process. Creative directors normally oversee copywriters and art directors.

Traffic The traffic department regulates the flow of work in the agency. It is typically headed by a traffic manager (or system administrator). Traffic increases an agency’s efficiency and profitability through the reduction of false job starts, inappropriate job initiation, incomplete information sharing, over– and under-cost estimation, and the need for media extensions. In small agencies without a dedicated traffic manager, one employee may be responsible for managing workflow, gathering cost estimates and answering the phone, for example. Large agencies may have a traffic department of five or more employees

CHANEL Nº5

Chanel’s new sample card is simple yet different enough to have you smelling and admiring its sculptural form… We wish all brands would spend as much on advertising and branding as Chanel.

Russian Standard Vodka

Smell-o-vision it is not… its lick-o-newspaper. What a great way to kick start the ride to work on the train. Reportedly an April fools day joke… Those crazy Russians!

Welch’s

“A lot of people won’t lick a magazine no matter how good it tastes”says Chris Heye, Welch’s marketing chief. But a lot of people will talk about it. Released last year in People magazine. This ad may have given Welch exactly the market boost it was needing.

Arcor Bubble gum

Leo Burnett in Sao Paulo created this clever ad for Arcor bubble gum.

Dior

The controversially named makeup line Addict, has been under fire from Addiction support groups, for insensitive appellation. Well as we all know the fashion world loves a scandal, and Dior Addict is on the advertising rampage now more than ever! This simple and elegant envelope style page opens out to invite your personal consultation at the Dior counter… Sell,sell,sell.

Headline Review

What worn out housewife could resist the allure of a bath, a romance novel and a free lift out that tells the kids to take a hike. Say no more… target audience… HIT!

Sopranos

“Bada Bing!” Sopranos magazine insert used to promote the latest season.

Fruits of the Loom

Undies so fresh they smell like flowers?

Tide

Creating a tactile look and feel to a fabric softener, this 3D ad takes the cake.

3 Musketeers

A pop up chocolate sample, extra tactile! Yumm.

Giorgio Armani Onde perfume

For the release of the Onde series of perfumes, Armani let us sample all three in a 6 page spread of the May issue of Harpers Bazaar.

Oil Of Olay

Clever use of specially designed light catching textured paper, help demonstrate that Oil of Olay has glamour and shine, without the price tag. Nice.

Absolut

Absolut is taking tactile to places where everybody dreams of going…

Visionaire

Lastly, have you heard of Visionaire magazine? Visionaire is a multi-format album of fashion and art produced in exclusive numbered limited editions. Published three times a year, each Visionaire features a different theme.

Issue number 55 is called “Suprise”, engineered by Bruce Foster it utilizes complex 3D environments with classic pop-up techniques. The Visionaire 55 is a showcase of impressive pop-ups by Sophie Calle, Nicola Formichetti with Gareth Pugh, Cai Guo-Quiang, Andreas Gursky, Steven Klein, Yayoi Kusama, Alasdair McLellan, Steven Meisel, Guido Mocafico, Solve Sundsbo and Mario Testino.

See it live here and be sure to visit their site — www.visionaireworld.com

Your Business Card is Crap!

This clip inspired us to make a reactive thread. We laughed so hard at this self professed ‘Rich jerk’. We couldn’t agree with his appellation more. Check it out, see what you think! Below are a few of our fav interactive business cards… that didn’t take 25 years to design!!

“I am Emerson Taymor”

Emerson Taymor is a quirky ‘little’ guy. His business card seems to reflect his overall style, check out his website too.

www.emersontaymor.com

Impact Salon

www.creativesuitcase.com

“Google Me Card” — Ji Lee

Download a template to make your own! www.pleaseenjoy.com

Lego

Can you believe that this is a business card? For who else, but the employees at Lego. They are designed to look like the employee that they represent by matching hair color, style and accessories.

www.lego.com

Tur & Partner

Jong von Matt of Germany (also featured in our European Print Article this month) made this awesome business card for Tur & Partner an architectural landscaping company. The card contains seedlings that germinate when you water and expose to light.

Raphael Essoo-Snowdon

He designed and created these awesome 3D glasses when he was a Graphic design student. He painstakingly did all of the cutting and construction by hand.

Raphael Essoo-Snowdon on Flickr

Peet Pienaar

Laser cut business card of South African performance artist/graphic designer Peet Pienaar. From Daddy buy me a Pony magazine.

I’m using art as an excuse to live a very interesting life — it allows you to be whoever you want to be, do whatever you want to do, go where ever you want to go. It’s like a free ticket.

Peet Pienaar

Peet Pienaar on Flickr

1scale1

Lasercut business card of David Sjunnesson of 1scale1: a Critical Research Studio looking into the development of interactive media solutions. This business card really needed to be interactive for a company with that kind of a mission statement.

www.1scale1.com

Scizors

Scizors is a small post-production company who asked Ben Schlitter to create their identity and branding. Those ambitious enough to cut on the dotted line are rewarded with a small paper robot.

benschlitter.com

Bracket

Bracket is a publication that features everything-in-between — ideas, process and voices overlooked and under-appreciated. Nice representation of the company through this simple yet effective idea… genius.

www.silnt.com

Che-Wei Wang

This design is inspired by Ken Blackburn’s world record paper airplane.

Tip: Fold the business card airplane with the wings tilted downward. It’ll fly like a dart. Nothing like a paper airplane flying around an office of board pencil pushers to get your message ‘out there’.

cwwang.com

Murillo Design

A good identity promotes instant retention and long-term recall in an already overcrowded marketplace.

As stated on their website

And what better way to prove your point than practicing what you preach! Hell if they make it big, we might be able to use this business card as currency.

www.murillodesign.com

Donovan Mafnas

Business card of our very own lovable tutor and forum technical advisor at The Graphic Design School Donovan Mafnas. Donovan is not only one of the most professional and efficient people that we have ever had the pleasure of working with, he is a ‘kick ass’ designer. Love your work Dino… again!

www.fuelhaus.com

Reactor

The boys at Reactor thought they were worth a little extra. This is a great concept for a business card to leave at an interview… sets an ‘up and coming’ designer apart from the hoards of potentials that an employer may seek. Nice one!

www.yourreactor.com

The catapult business card

Bryce Bell is a designer with a LOT of time on his hands, and quite a few fans.

You can create one of these yourself, by visiting his site for instructions and instructional videos. You never know when you may need a catapult for an ant invasion… think about it!

www.instructables.com

Master Promo, Curitiba, Brazil

They designed this card for Couples Therapist Marisa Schmit Silva. Makes you wanna have marital problems just to get your hands on one of these. Thanks to adgoodness for this find.

www.frederiksamuel.com

Make your own interactive Business Cards

Want to learn how to make this cute little guy? You can follow a tutorial and even download the templates at computer arts. You will need InDesign for this one, maybe even Scribus. Be inspired by this template and adapt it to your own style.

www.computerarts.co.uk

American Psycho

Last but not least we would like to leave you with this little clip from the movie American Psycho. Too good!

American Psycho: “Business Card Scene”