Leo Burnett taps China ad industry with new blog

Leo Burnett has launched a new blog that takes a timely, close-up look at the advertising industry throughout Greater China. 

Being Human offers rare insights into advertising and marketing from some of the industry’s senior figures, adding an important voice to the discussion.

“The name Being Human reflects both Leo Burnett’s traditionalstrength in understanding what motivates consumers and the secret tosuccessful advertising,” said Leo Burnett Chairman Greater China EddieBooth. He added that he hoped the blog would become an important sourceof information for the wider industry, advertisers, the media andstudents.

“The genesis of the blog began morethan a year ago. Leo Burnett’s leadership group felt that we should domore to communicate with our partners. There was a sense that weweren’t sharing the knowledge accumulated over the long run – now 75years.”

“We want the blog to evolve, to become aleading destination for professionals in the communication business.Around it, we’d love to be part of a community that shows leadershipfor the betterment of the entire industry in China.”

BeingHuman will look at the big picture trends and the day-to-day detailsthat affect how brands need to structure their communication in China.

“The blog is unabashed in its Chinese outlook. Being Human will tellthe China Story without fear or favour by sifting through the mountainsof data to bring out the relevant and urbane,” Booth said.