Leo Burnett Unveils New Production Studio: Greenhouse

CHICAGO, Sept. 28, 2015 /PRNewswire/ -- Today, Leo Burnett Chicago announced the launch of Greenhouse, the agency's production practice responsible for creating high-quality, quick-turnaround content including those for digital channels including paid, owned and social. By streamlining capabilities, Greenhouse allows the agency to meet its clients' growing demand for more content faster and to produce work intimately aligned with the brands' purpose and creative strategy.

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"Greenhouse was purpose-built for a world that demands more content that is fast and efficient while not trading off creative quality," said Rich Stoddart, CEO of Leo Burnett North America. "It's more than our vision; it's an up-and-running operation that, to date, has already created hundreds of pieces of work that are helping drive business results for our clients."

Greenhouse will specialize in fast, nimble content creation that is strong in concept and creativity. It will meet the demand of always-on, fresh content production  across a brand's digital channels such as Facebook, Instagram, Twitter and mobile ad units, that fall outside the traditional scope of production companies. The agency will continue to work with production partners on broadcast-quality TV and digital film supported by larger media buys.

Leo Burnett has offered Greenhouse projects for clients for the last 18 months, but today formalized the agency offering—providing live action, animation, visual effects, audio, photography and editorial. The practice is led by Vincent Geraghty, executive vice president, executive director of production.

"Greenhouse launched when we identified a need from our clients to create nimble content on short timelines at a cost-effective rate," said Geraghty. "We don't want to create content for content's sake. Our model allows us to create high-quality, timely content that is true to the brand and benefits from our deep knowledge of the brand."

The Greenhouse team is staffed with more than 30 employees, and includes specialists and producers who can quickly plan, shoot and edit quality content across production disciplines. The group works closely with creative teams to better maintain the integrity of Leo Burnett's creative ideas and streamline the workflow, increasing content's speed to market. Greenhouse's quick turnaround tie allows the agency to create reactive content and, in many cases, turn around content in the same day.

Greenhouse already works on projects for 16 Leo Burnett and Arc client brands, including: Alcon Clean Care, Allstate, Commonwealth Edison, Firestone, Fifth Third Bank, Kellogg's Rice Krispies and Eggo, Kraft JELL-O and Philadelphia Cream Cheese, McDonald's, Miller-Coors, Nintendo, P&G Always and Swash, Pfizer Nexium and Samsung Galaxy S6 Edge.

Most recently, Greenhouse created work for the following campaigns:

• Alcon "Clear Care How To"
• Allstate "We Day"
• Com-Ed "Icebox Derby"
• Samsung Galaxy 6 Edge "Designing Possible"

"By having the direct relationship with Leo Burnett's account and creative teams, we can maintain the creative excellence the agency is known for when making truly on-brand content," said Geraghty. "When our creative teams, producers and content creators are sitting together and coming up with digital content solutions to our clients' content briefs, the solution is more holistic."

At Advertising Week in New York, Geraghty will discuss Greenhouse content in the panel "Fast, Good or Cheap: The Reality of Today's Content Creation," presented by Leo Burnett. Other panelists include Rowley Samuel, executive vice president, head of integrated production at Energy BBDO; and Mary Gail Pezzimenti, vice president of content creation at The Huffington Post. Lisa Granatstein, editor at Adweek, will moderate the panel. Download Vincent Geraghty's headshot.

Learn more about Greenhouse on leoburnett.com.

About Leo Burnett Worldwide
Leo Burnett Worldwide believes in using creativity to drive dynamic business change for its clients. Through a HumanKind approach to marketing, the agency puts a brand's purpose at the center of communications to transform human behavior. Part of the Publicis Groupe, Leo Burnett Worldwide is one of the world's largest agency networks with 85 offices and more than 8,000 employees. The global agency works with some of the world's most valued brands including Coca-Cola, Fiat, Kellogg's, Kraft, McDonald's, Nintendo, P&G, Samsung and Tata among others. For the past six years, Leo Burnett has been ranked #1 in "New World Thinking" by The Gunn Report and was named an Agency to Watch on Advertising Age's 2015 A-List. In 2015, Leo Burnett was named "Network of the Year" at the International ANDY Awards, Art Directors Club, AdFest, Dubai Lynx, International YoungGuns Awards and AWARD Awards. To learn more about Leo Burnett Worldwide and its rich, 80-year history of creating iconic brands, visit our site, Facebook page and follow us via @leoburnett.

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SOURCE Leo Burnett

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