The New Model: The hybridization of agency creatives, and how it impacts the work moving forward.
In our new, nimble, time-and-resource restricted creative environment, it was a matter of time before the evolution of the creative process led to a hybrid creative, responsible not only for the genesis of an idea, but also its execution. After years as an executive producer for Leo Burnett and founding an experiential division for the company for which he was both the creative director and executive producer, in 2019 Juan Woodbury has been named a creative director in the Leo Burnett creative department, responsible for work from the brief through shipping.
What you’ll learn:
- You’ll learn about the traditional separation of the agency roles and the blurring of the lines between them.
- You’ll learn how to find your lane and, if it’s not there, how to create a new lane.
- You’ll learn how to turn a team of specialists into a team of Swiss Army knife generalists, each with multiple skills they can bring to a project.
- You’ll see case studies on projects from galas to juice trucks, all conceived with people and their feelings at the center.
SVP, Creative Director & Executive Producer
During his tenure at Leo Burnett USA, SVP, Executive Producer Juan Woodbury has produced iconic, award-winning work for clients including Samsung, Coca-Cola, Nintendo, U.S. Army, Intel, Sprint, Kellogg’s, McDonald’s, Disney, Firestone, Morgan Stanley, P&G, Allstate, USPS, and Miller/Coors.
His work brought Juan to the attention of the Cannes Festival of Creativity, and he has, for five years, designed and produced the opening and closing night galas for the Festival. In 2014, Juan founded Humankind Experiential (HKX), Leo Burnett’s experiential marketing division, of which he is the Executive Producer and Experiential Creative Director. HKX has gone on to execute events for clients including Samsung, Kraft, Pfizer, Firestone, Allstate, Heineken, Kellogg’s, P&G, McDonald’s, Intel, JennAir, Best Buy, ComEd, Miller/Coors and Kraft along with Kevin Hart’s Hart Beat Weekend (including a concert by Drake).
Despite a challenging schedule producing advertising, Juan still makes time for his other creative passions. For 20 years, Juan has produced and remixed tracks for award-winning international artists and is a premier DJ for premium events. He has performed on every continent except Antarctica, from Barcelona to Miami to Tokyo, Auckland to LA to Rio, Miami to Senegal to Santa Domingo. Through his production company Bento Productions, Juan produced Birds of a Feather, a feature film starring Snoop Dogg and Iza Lach.
After studying photography, Juan started his career in film as a Videographer, Editor and Director of Special Events for ABC News. He then worked as an editor and ACSR Avid Engineer, managing clients including ABC, NBC, USA Network, MTV and VH1. Juan’s photography has been gaining attention, and his photos of LeBron James and Serena Williams have recently been published in national publications.
Food: Chef’s Pizza & Salad
About Leo Burnett
- Leo Burnett was established in Chicago on August 5, 1935 with just three employees and three clients.
- Opening his new agency in the middle of the Great Depression, Burnett greeted guests to his office with a bowl of apples. A newspaper columnist wrote that soon Burnett would have to start selling his apples on the street rather than giving them away. The apple remains a symbol of the agency’s success and its founder’s core values, and bowls of them can still be found in Leo Burnett offices around the world.
- Burnett was responsible for creating some of advertising’s most well-known characters and campaigns of the 20th century including Tony the Tiger, Charlie the Tuna, the Marlboro Man, the Maytag Repairman, United’s “Fly the Friendly Skies,” Allstate’s “Good Hands,” and for garnering relationships with multinational clients such as McDonald’s, Hallmark and Coca-Cola.
- In 1999, Burnett was named by Time Magazine as one of the 100 most influential people of the 20th century.
- Leo Burnett penned what he called the “Ten Advertising Commandments,” which included wise words such as, “Thou shalt not advertise to thyself” (3), “Though shalt honour thy public’s intelligence” (4) and “Thou shalt not adulter the truth” (6).