Creativity and Collaboration: Leo Burnett Madrid’s Inspiring New Space
A step inside Leo Burnett Madrid’s new offices with Leles Garcia, Office Manager, to see how creativity and collaboration unfold.
A giant pencil greets you as you walk in the door of Leo Burnett Madrid’s new office. It’s a well-known icon of the agency—a symbol of Leo Burnett, the man, that remains a present source of inspiration and motivation for Burnetters around the world.
This year, Leo Burnett Madrid relocated within a new building as part of Publicis Groupe’s agency-integrated approach, where creatives from across Publicis agencies work alongside and with each other—for this Spain location, that’s 1,000 professionals strong. Collaboration is essential for creative professionals, and the design of a workspace can make all the difference.
Leles Garcia, Leo Burnett Madrid’s Office Manager, shares her thoughts on the new space.
How has this new space elevated the agency’s work?
We are now in a large, modern building—with incredible light—where open spaces allow us to capitalize on being together. Team members get to know each other better, and collaboration becomes more possible, more fluent.
Creating within this new, collaborative space, what work are you most excited about?
The opportunity to work side by side with our Publicis sister agencies, like Starcom, with whom we recently collaborated on a client pitch. It was so productive and fun—our Starcom employees were able to provide us with invaluable advice and insight on our creative. Together we made a really integrated presentation – and won the business.
How does the agency’s changing physical space reflect changes within the industry?
The industry is evolving to this kind of collaborative framework. Global connectivity and data collection is changing our understanding of people’s interactions, priorities, interests, preferences—all in real time. We have to develop more efficient communication strategies, and this restructure allows us to do that. For example, this fall we worked with NINAH’s data unit on an important holiday campaign for Ruavieja, a liquor from Pernod Ricard. They helped us develop an algorithm that was key for the campaign. I’m excited for people to see it. Working with these other business units makes us stronger innovators.
What do you find most inspiring about the new building space, and why?
The collaboration, of course, but us Burnetters all love the Leo icons: apples and pencils and we are always proud to show our 8 balls! These reminders of what great creative work is, and can do in the world, are inspiring for Burnetters, and also for the rest of the people in the building. When people tour the space, Leo is always the first office they visit.
For a look at some of the award-winning work coming out of the Leo Burnett Madrid office, check out the recent campaign #TenemosQueVernosMas for Ruavieja.