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Global

4Q16 GPC: Thoughts From Three First-Timers

Leo Burnett London’s Chaka Sobhani, Hayley Power and Cassandra Jamcotchian shared their experiences critiquing creative from across the network

Leo Burnett London was the host of the 4Q16 Global Product Committee (GPC), when top creatives gather to evaluate the work from across the global network.

We caught up with three first-timers—Leo Burnett London Chief Creative Officer Chaka Sobhani, Senior Copywriter Hayley Power and Senior Art Director Cassandra Jamcotchian—who dished on their experiences and what they learned while looking at all that work.

I’m sure you heard a lot about the GPC, but this time you get to play host. Did it live up to your expectations?
CS: As the newbie to Leo London, I was most excited about meeting the global family, diving into the work and getting a sense of the collective flavor and ambition we have as a network. And what better way than on home turf with hosting responsibilities, over five days, with such a cracking bunch of people. It is a really great experience—it's so rare and so important to carve out the time to concentrate so purely on our product, our work, our creativity and how to make it better. It left me feeling very inspired, motivated and, as cheesy as it sounds, made me proud to be part of this Leo family.

HP: I found the GPC even more valuable than I’d anticipated. My attention span is terrible and so I was a bit worried about how I’d find the intense schedule, but it was brilliant to be able to see what the other offices are doing and have the opportunity to critique it alongside such incredible talent. I think the GPC is a fantastic idea and proves that Leo Burnett is dedicated to creating world-class creative work. It was great to see everyone coming together to make great ideas even better.

CJ: It was a really insightful and inspiring week. To be able to sit and analytically assess the best work from the network is a great way to maintain high standards of output and remind us all on a regular basis where the bar is set. Great minds in the room with really interesting points of view on the industry and our brands.

McDonald's Juliette - Still

Any particular work from London you were excited to share?
CS: I think we've had a really strong year across McDonald’s, from this year’s Christmas work and “We Are Awake” to some beautiful print and out of home campaigns like “Languages,” “Search” and “Rainforest” for McCafe. Simple and smart ideas, beautifully executed. I also thought the “End Youth Homelessness” campaign had real heart.

Favorite work by other offices, and why?
CS: Where do I start! The entire Banco Hipotecario campaign in all its iterations. Utterly original, incredibly funny and instantly memorable. And best of all, it's for a bloody bank!! Hats off to you Argentina!

Lotteries y Apuestas del Estado's “December 21st” — simply put, epic in every way. A grand and rich story told so beautifully and with such heart. To keep smashing this every year is incredible, especially post-“Justino,” but Madrid have done it again.

The “Nations Bike” from Leo Burnett India blew my mind. Forget the communications. This was an utterly business-transforming idea that will literally live on every day in culture as part of Indian history, every time someone mounts a Bajaj motorbike. Huge congrats to Raj and team.

I could keep going but I have to mention “Van Gogh BnB” finally. So simple, so immersive, so valuable an experience for art lovers. Just bloody brilliant. Love being so jealous of someone else's work!

BajajV - Still

HP: “Nations Bike” was incredibly inspiring and moving, and reduced me to tears. I loved the films and thought the tone and sensitivity was spot on. I really felt that the brand was honoring these selfless, wonderful human beings. I found out that the films were directorial debuts from the creative directors, which I thought was really impressive as they were so beautifully directed.

Leo Burnett Chicago’s “Van Gogh BnB” for the Art Institute of Chicago was genius. So original. So simple. Amazing example of experiential — will be using this as my benchmark from now on.

Leo Burnett Bogota’s “Concepción” for Davivienda Bank was brilliant, inspired thinking and so unique. The fact that they managed to get a whole town that’s stuck in the past to go cashless and use their mobiles to pay for everything was brilliant, and created a wonderful story.

CJ: I loved the Banco Hipotecario’s campaign. It was such a hilarious and impactful campaign for a bank. It managed to make such a dull sector funny, likable and popular. Great wit and comedic timing. I could watch them all day.

LAG - Emoji - Still

Leo Burnett Chicago’s “Girl Emojis” for P&G Always is excellent. An initiative from Always that fits with its brand platform and comes across as believable and inspiring while changing the cultural platforms we interact with every day.

What was it like to be working so closely with some of our global network’s top talent?
HP: It was a real honor to be working so closely to some of the best creatives in the industry. It was really insightful to hear everyone’s thoughts on the work being presented and will definitely have an impact on our work going forward — we’ll be imagining the table critiquing our ideas, and so that’s certainly going to push our thinking.

CJ: The room is full of some of the greatest creative heads that have no ego. Everyone is there to help improve the creative product and work together to do the best work for the network. I felt honored and inspired to be amongst these people.

The GPC’s schedule can be quite rigorous. What survival tips do you have for future first timers?
CS: Drink lots of coffee. And water. Don't eat a big lunch. Pace yourself. Don't wear heels. That includes the boys. And just bloody enjoy yourself!

HP: Berocca. Sleep.

CJ: Make sure you come in each day alert and ready to participate. Be fair, open and considerate in your response.

Learn more about the work that received an 8-ball at this GPC.


About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.