How Leo Australia is driving ambitious, effective and non-traditional work for clients

CEO Clare Pickens, Chief Strategy Officer Cath King and Chief Creative Officer Andy Fergusson sat down with B&T to discuss the evolution of Leo Australia's agency positioning - the business of reinvetion, as well as their focus on innovative and effective work crucial to the success of recent new business wins.

"When we looked at that positioning and the way we've talked about it, it came from actually looking at the work we've made over the last five years. There's been a real push in the group to focus on the big work for the big brands that's enduring, non-traditional, innovative, brand transformational," said Fergusson.

Speaking about how their agency positioning allows them to deliver for clients, King said: "Reinvention is a very compelling promise because it doesn’t mean that we’ll throw the baby out with the bathwater. We want to be able to understand, identify, and activate really strong levers of growth that demonstrate our potential creativity."

Reflecting on her first impressions joining Publicis, Pickens said, "It was refreshing and exciting to come into a network group that lived up to its promise. Coming in and learning all about the 'Power of One' proposition and everything that we have at our fingertips in this building through the Groupe was such a compelling story to tell to clients because when everybody's looking at consolidation and efficiency and how to drive more value with flat or less budget, we can be a bit like a kid in a candy shop."

Read the interview here.