Leo Burnett Design & Branding LEO BURNETT LONDON WEBSITE by Leo Burnett London

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LEO BURNETT LONDON WEBSITE

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United Kingdom
Agency Leo Burnett London
Released February 2011

Credits & Description

Category: Online Digital Design
Advertiser: LEO BURNETT LONDON
Product/Service: LEO BURNETT LONDON
Agency: LEO BURNETT
Date of First Appearance: Feb 16 2011
Entrant Company: LEO BURNETT, London, UNITED KINGDOM
Entry URL: http://www.leoburnett.co.uk/
Group Chief Digital Officer: Marc Giusti (Leo Burnett London)
Head of User Experience: David Pharo (Leo Burnett London)
Head of Digital Art: Russell Brown (Leo Burnett London)
Senior Digital Producer: Sian Kelly Guy (Leo Burnett London)
Head of Hypermedia: Ben Lunt (Leo Burnett London)
User Experience Architect: Matthew Bertocchi (Leo Burnett London)
PA to Group Chief Digital Officer: Louise Cunliffe (Leo Burnett London)
Technical Architect: William Mulcair (Leo Burnett London)
Developer: Andrew Nartey (Leo Burnett London)
Account Manager: Tim Harvey (Leo Burnett London)
Media placement: Website - Internet - Feb 2011 - Ongoing

Describe the brief from the client
Leo Burnett’s website was awarded a D&AD Black Pencil in 2005. Back then it was an example of what websites were: Rich Media, flash-based destinations. But, back then, there was no Facebook, no Twitter, no iPhone, no Social.

The brief quickly became one of how the agency would manage its Social, Case-Study, Marketing and Content. By using smart-tech and UX, manipulating new standards in html 5 code, we needed to build a scalable, OS friendly platform, with an idea behind it and a clear role within a wider communications eco-system connecting us with journalists, clients, agency partners and our Group.

Describe the challenges and key objectives
We created a flexible environment that was beautiful, interactive, multi-platform and instantly update-able.

It needed to work with all emerging OS (iPhone/ iPad/ Android) and be seamless. No jumping about, no pop ups. With content on-tap and on display we had to keep things concise and simple.

We created something part magazine; blog; website and application. Native to any format, shareable and fast.

Telling the story of our culture, clients and work in a way no other agency had yet succeeded to, it was to become the hub of a wider comms architecture across Twitter, Facebook, Wordpress, LinkedIn and Instagram.

Describe how you arrived at the final design
We wanted to create a site, which gave a snapshot of Leo Burnett London today. A place, where you can see who we are and importantly what we do. We arrived at a simple design solution and created our very own virtual totem pole.

Shunning the conventions of a typical website, a single column, made from different content pieces are stacked one on top of the other, in digestible – and shareable 16:9 ‘cards’. Hovering over content reveals additional functionality and information. The site expands and contracts accordingly so the browsing experience is a simple and intuitive one.

Give some indication of how successful the outcome was in the market
Launch saw crazy spikes in traffic… 6,390% rise over the first 2 weeks. 83% unique and global.

The response from industry magazines, bloggers and clients has been hugely flattering. It has re-ignited our link with our portfolio.

Three months on and traffic has settled to +800% more (daily) than ever before. Return rates at an impressive 42%.

We see PC, Mac, iPad, iPhone, Android traffic and half of it is direct or referred.

Dwell-time has rocketed, averaging 3.5minutes. +900% on previous site.
Our work is shared daily across 170+ social sites and feeds.

More than we had wished for.