by Tom Bernardin, Mark Tutssel


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In 2009 for “Earth Hour,” Leo Burnett moved over a billion people to action—that’s slightly more than one out of every seven people on the planet, the largest mass participation event ever.

For the first time in Leo Burnett’s history, the company responsible for building some of the most beloved and popular brands in the world has decided to share its approach to creativity and brand building, revealing how to create brands that truly matter to people. 

HumanKind is a book about people, purpose, and changing behavior, and is a firsthand look at marketing that serves true human needs and not the other way around.  

HumanKind provides entree to the moment of germination within the inner sanctum of one of the advertising industry’s most creative shops through interviews, conversations, transcripts, and images.   

HumanKind is fully illustrated and includes a step-by-step demonstration of how Leo Burnett is applying its unique approach to forever redefine the very nature of communications itself. 

Ultimately, it’s people—not advertising agencies—who create great “people’s brands.” Brands like McDonald’s, Coke, Nintendo, Fiat, Kellogg’s, and Blackberry. Leo Burnett has always chosen to put people first, and to apply a people-centric approach to brand building it today calls HumanKind. 

Welcome, to a HumanKind communications company. And welcome to the story that explains it all.

Product Details

ISBN-13: 9781576875490
Publisher: powerHouse Books
Publication date: 10/26/2010
Pages: 240
Product dimensions: 10.04(w) x 11.80(h) x 0.90(d)

About the Author

Tom Bernardin is the chairman and CEO of Leo Burnett Worldwide. During his 30 plus years in the industry, he has worked in several countries directing the development of brands including Verizon Wireless, Bank of America, and Jeep, among others. Throughout his career, he has focused relentlessly on strong creative teams and the value of powerful ideas. This spirit continues to inspire his teams working with world-class clients such as General Motors, P&G, Kellogg, Samsung, and McDonald’s. Bernardin is a board member of the Ad Council, the Lake Forest Hospital, and the Field Museum, and is a National Trustee for The Foundation Fighting Blindness.

Mark Tutssel is the creative leader of Leo Burnett Worldwide and oversees the work of 96 global offices. Under his direction, in 2009, Leo Burnett Worldwide was the third most awarded network at the Cannes International Advertising Festival as well as the Network of the Year at the Art Directors Club of New York and the Golden Drum Awards. Prior to becoming Worldwide Chief Creative Officer, Mark was Executive Creative Director of Leo Burnett London. He has twice been inducted into the Clio Hall of Fame and is member of the Royal Society of Arts.

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HumanKind 3 out of 5 based on 0 ratings. 1 reviews.
TheAgencyReview More than 1 year ago
Leo Burnett once said of advertising “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” And Humankind by the current Chairman/CEO (Tom Bernardin) and Chief Creative Officer (Mark Tutssel) of that venerable adman’s namesake agency is all those things. And more. And occasionally a little less. Of course, it would be disingenuous to discuss a book produced by two principals of an agency, a book that discusses that agency’s unique perspective and approach, and which uses examples of its own work as a way to showcase that unique perspective – without acknowledging that, regardless of whatever benefits or insights the reader can glean from it, there is an element of the endeavor that is clearly designed to generate new business. And I don’t think Bernardin and Tutssel would dispute this. Who among us did not see the success that Kevin Roberts had with Lovemarks, a book that Humankind shares not only a publisher with, but also something of size, design and shape. Thus, Humankind is a way for Bernardin and Tutssel (to read the rest of this review, please visit