Leo Burnett creative chief: our Aussie agencies will win at least ten Lions, ‘but no pressure’

Having already picked up three Lions at Cannes, Leo Burnett’s global creative chief officer Mark Tutsell expects his Australian agencies to pick up at least ten awards this week.

Leo Burnett’s Melbourne office has won two silvers and a bronze for BYO Cup Day for 7-Eleven in the Promo & Activation, PR and Direct categories respectively. And Leo Burnett Sydney is in the running for a Creative Effectiveness Lion – the only Australian agency to make the cut – in a field of 13 entries with Watermark for Bundaberg Rum.

Tutsell told Mumbrella: “BYO Cup Day, which is the most effective promotion of the history of 7-Eleven in Australia, is doing remarkably well. We’ve also got high hopes for Bundy Red, Bundy Five and Canon. I expect our Australian agencies to hit double figures by the end of the week.”

Both Sydney and Melbourne offices fared well in the Gunn Report of the world’s most awarded agencies last year, while Leo Burnett Sydney was the Publicis Groupe network’s biggest award winner globally.

But Tutsell said there was no added pressure on the agency to hold on to this mantle.

“No extra pressure is put on Todd [Sampson, Leo Burnett Sydney’s CEO] and Andy [Dilallo, the ECD] from me,” said Tutsell. “The pressure to perform comes from within. A sense of pride and their own ambition.”

“Australians are a competitive bunch. They like to win and be the best. Todd and Andy have led the agency to new heights, and are massively ambitious. They don’t want to rest on their laurels and go backwards.”

“Todd has climbed Everest, which shows you the sort of guy he is. He’s not a traditional ad agency CEO. And there is no human being in the network who is more driven than Andy Dilallo,” said Tutsell.


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