Lobedu Leo Burnett repositions through 'creative intelligence'

According to the agency, this new business model now applies to each and every department, division, and task within Lobedu Leo Burnett, from the financial management to operations and key account management.

By re-engineering the way they run an agency, Lobedu Leo Burnett will reposition its business and identity by merging the strategic and creative departments into the Creative Intelligence Unit. Although the unit will be the driving force behind Lobedu Leo Burnett, it will not be separate from other departments. The Financial, Operations and Key Account Management departments will all play an integral role and work closely with the unit. In addition, all these departments will also be re-engineered to work in a more creatively intelligent way.

To further enhance the Creative Intelligence Unit they have also added a Consumer Insights Unit, whose purpose is "to discover fresh, relevant and compelling insights" for the brands served by Lobedu Leo Burnett.

"It is a comprehensive concept of market knowledge and emotional intelligence coupled with continual improvement, that harnesses talent at its core to find the most creatively intelligent way of producing outstanding advertising," comments Zeona Motshabi, Managing Director of Lobedu Leo Burnett.

Harnessing the talent within the agency, specialist three-way teams have been created for maximum effectiveness. Tactically driven, the units comprise a strategist, an art director and a copywriter. "These units have been formed to ensure a collaborative, 'three heads are better than one' value proposition. All briefs will be managed by these teams, who will collectively conceptualise and present 'big idea' solutions," adds Motshabi.

"Over the years we have gained a profound knowledge of the advertising industry, but our focus has moved into a broader range of advertising/communication services. We have extended our offerings to include all media types from above the line, below the line, Public Relations, Consumer Insights, Direct Marketing, Promotions, Design as well as communication and marketing services expertise," continues Motshabi.

Embracing the concept of Creative Intelligence Lobedu Leo Burnett has re-designed their corporate identity to show the agency's new work ethos and philosophy. Comprising of an artist impression of 'stickmen' characters reaching for the stars, the new identity is designed to encourage clients and prospective clients to embrace the congenial nature of the business.

"We required our new CI to radiate our entire business ideology and be reflective of innovative advertising in the 21st century, promoting Lobedu Leo Burnett as explorers in the communications universe. Our new CI symbolises a friendly yet professional organisation with no boundaries, inspiring everyone to reach for the stars - the essence of our agency," concludes Motshabi.