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Johannes Leonardo

Johannes Leonardo
IndustryAdvertising, Marketing
Founded2007
HeadquartersNew York, New York,
Manhattan, New York
,
United States
Area served
World Wide
Key people
Jan Jacobs, founder and co-chief creative officer, Leo Premutico, founder and co-chief creative officer, Ferdinando Verderi, founder and partner
Websitejohannesleonardo.com

Johannes Leonardo is an advertising agency based in New York City founded in November 2007.[1] The firm is 25 percent owned by WPP plc.[2]

The firm's creative philosophy is inspired by the phrase “the consumer is the medium”, originally coined by the founders when they started the agency.[3][4]

History

Johannes Leonardo was founded in 2007 by Jan Jacobs and Leo Premutico, former Executive Creative Directors at Saatchi & Saatchi and Ferdinando Verderi.[5]

The firm quadrupled its revenue between 2007 and 2010 growing from 4 to 50 employees.[6] In 2011, the firm expected revenue to be up 120% from 2010 and was honored as the "creme de la creme" across the WPP network for its work with WNYC Radio.[7]

In 2014, the firm moved its headquarters to new offices in SoHo, Manhattan.[6][8]

From 2015 to 2016, Johannes Leonardo saw a 40% increase in revenue and 27% increase in headcount.[9]

In 2016, the firm hired former Droga5 Global Business Director Bryan Yasko as president.[10]

Since 2016, the agency more than doubled in size to 104 people and saw revenue soar 82 percent from $14 million in 2016 to $26 million.[11]

Notable campaigns and clients

In 2010, Johannes Leonardo's Google “Demo Slam” campaign invited consumers to create their own Google tech demonstrations to showcase Google's latest product innovations and received nearly one billion impressions.[12]

In 2012, the firm collaborated again with Google for its "Project Re:Brief" campaign, reconceptualizing classic ads from Volvo, Alka-Seltzer, Avis, and Coca-Cola.[13][14] The campaign was awarded the inaugural Mobile Grand Prix in 2012.[15]

In 2017, the “Original is Never Finished” campaign for Adidas Originals, led by a 90-second spot reimagining the Frank Sinatra song “My Way” and featuring Snoop Dogg, Petra Collins, Dev Hynes, Kareem Abdul-Jabbar and others was awarded the top prize at the Cannes Lions Festival in the Entertainment for Music category.[16][17] The agency's work for adidas Originals garnered over 30 awards in 2017 across Cannes, D&AD and The One Show.[18]

Johannes Leonardo's other clients include The Coca-Cola Company,[citation needed] Vroom.com,[citation needed] Massachusetts Mutual Life Insurance Company,[citation needed] Amazon Fire TV,[citation needed] New York City FC,[citation needed] Alexander Wang (designer),[citation needed] and Bleacher Report.[citation needed]

Awards and recognition

In 2011, Johannes Leonardo was featured as the “Agency to Watch” in both AdAge's and Creativity's Agency A-Lists.[19]

In 2011, Johannes Leonardo won AdAge Small Agency of the Year, Silver.[7]

In 2016, the firm was recognized on Ad Age's 2016 A-List Agencies to Watch.[20]

In 2018, Johannes Leonardo was named the No. 4 agency on AdAge's Agency A-List, a ranking of the nation's top 10 advertising agencies.[21]

Johannes Leonardo has been awarded 14 Cannes Lions since 2007, including the inaugural Cannes Mobile Grand Prix for Google's Project Re: Brief and, in 2017, the Grand Prix in the Entertainment for Music category for “Original is Never Finished” for adidas Originals.[22][17]

References

  1. ^ "Premutico and Jacobs Form Johannes Leonardo, New York, Backed By WPP". Campaign Brief. 15 November 2007. Retrieved June 1, 2018.
  2. ^ Elliott, Stuart (26 November 2013). "Plans Call for Reinforcements at Johannes Leonardo". The New York Times. Retrieved June 1, 2018.
  3. ^ "New Wave of Advertisers Consider Consumers the New Medium". Newsweek. 19 March 2012. Retrieved June 1, 2018.
  4. ^ "Ferdinando Verderi, Founding Partner & Creative Director, Johannes Leonardo". amp. Retrieved June 1, 2018.
  5. ^ "Jan And Leo Become Johannes and Leonardo". AdAge. Retrieved June 1, 2018.
  6. ^ a b "Inside the agency: Johannes Leonardo". Digiday. 26 May 2015. Retrieved June 1, 2018.
  7. ^ a b "Johannes Leonardo Is Ad Age Small Agency of the Year, Silver". AdAge. Retrieved June 1, 2018.
  8. ^ "Johannes and Leonardo Office". Retrieved June 1, 2018.
  9. ^ "Johannes Leonardo Brings on Droga's Bryan Yasko as President". AdAge. Retrieved June 1, 2018.
  10. ^ "Johannes Leonardo Appoints Bryan Yasko as President". AdWeek. 14 March 2016. Retrieved June 1, 2018.
  11. ^ "Adweek 50: These Media, Marketing and Tech Execs Are Leading the Charge Toward Transformation". AdWeek. Retrieved June 1, 2018.
  12. ^ "Google Creative Lab Debuts 'Demo Slam'". AdWeek. 20 October 2010. Retrieved June 1, 2018.
  13. ^ "Google In Review: A Look Back On The Innovations of Cannes Lions' Creative Marketer of The Year". AdAge. Retrieved June 1, 2018.
  14. ^ "Leonardo Premutico & Johannes Jacobs Co-Founders Johannes Leonardo". Forbes. Retrieved June 1, 2018.
  15. ^ "Google Wins Inaugural Mobile Grand Prix". AdAge. Retrieved June 1, 2018.
  16. ^ "Johannes Leonardo and Adidas Originals Win Grand Prix at Cannes". Marketing Communication News. Retrieved June 1, 2018.
  17. ^ a b "Johannes Leonardo's Reimagining of Sinatra's 'My Way' for Adidas Takes Top Prize at Cannes". AdWeek. 21 June 2017. Retrieved June 1, 2018.
  18. ^ "Johannes Leonardo NYC ranked #4 on Ad Age's 2018 A-List of America's Best Creative Agencies". Campaign Brief. 22 February 2018. Retrieved June 1, 2018.
  19. ^ "AdAge A-List 10 to Watch". AdAge. Retrieved June 1, 2018.
  20. ^ "AdAge A-List Agencies to Watch". AdAge. Retrieved June 1, 2018.
  21. ^ "AdAge A-List". AdAge. Retrieved June 1, 2018.
  22. ^ "Johannes Leonardo Brings on Droga's Bryan Yasko as President". AdAge. Retrieved June 1, 2018.
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