INSIDE LEO BURNETT

From the sun-drenched corner of Leo Burnett’s Miller’s Point office in Sydney—with uninterrupted views of the Harbour Bridge—I had the opportunity to work within one of the most iconic agencies in the world during what felt like a defining era.

Leo Burnett Worldwide is a titan in the global advertising world. Founded in Chicago in 1935 by Leo Burnett himself, the agency quickly gained a reputation for turning simple, emotionally resonant ideas into powerful brand stories. It was Leo who famously handed out apples to visitors and believed in “planting ideas instead of weeds.” His vision helped shape some of the most enduring brand mascots and campaigns in advertising history—like the Pillsbury Doughboy, the Marlboro Man, Tony the Tiger, the Jolly Green Giant, and the Maytag Repairman.

Today, Leo Burnett operates in over 85 countries with more than 9,000 employees, and has been part of the Publicis Groupe (the world’s third-largest communications group) since 2002. Their influence has only grown—and during my time there, that influence was intensely felt.

I was lucky enough to work at the Miller’s Point office multiple times, under the leadership of Todd Sampson as CEO and Andy DiLallo as Executive Creative Director. Todd’s strategic brilliance and Andy’s raw creative power made Leo’s the hottest shop in town, dominating the awards circuit and shaping cultural conversations through sheer creative force.

During my time there, I contributed to a number of high-profile and fast-paced projects, including: • Canon.com.au – redesign and digital enhancements • Canon banner ads – clean, interactive, performance-driven campaigns • Bundaberg Rum’s “Think Tank” – a full landing page experience plus companion banner campaigns for one of Australia’s most spirited brands • Colonial State Bank – rich media banners and digital campaign assets • Plus additional projects across various categories, requiring fast turnaround, high polish, and sharp storytelling

It was the kind of place where you walked in and felt the creative pressure—in the best way. Big expectations, big ambition, and a rare blend of culture and capability that made even the toughest briefs feel like an opportunity to do something that would last.

Looking back, I realise how much I absorbed simply by being around that calibre of talent. The view didn’t hurt either.