It’s been two years since Victor Manggunio took creative leadership of Leo Burnett China, where he is Chief Creative Officer.
We caught up with him at ADFEST – where he is Jury President, Media Lotus and Effective Lotus – to find out how things are changing at Leo Burnett China.
“The first year I was in China I noticed a rush to figure out social media: what constitutes engagement? What is the social response you want from ads? I found in general the industry was still trying to figure that out. But within six to eight months, I saw a maturing of some of these ideas. Social media changes so fast in China, I think people are finding their legs. It wasn’t big leaps and jumps in terms of evolution, but definitely healthy growth two years in,” says Manggunio.
He also explains Leo Burnett’s ‘Human Kind’ philosophy. “It means we try to find human insights behind every advertising campaign we create. This is how we come up with more engaging, more revolutionary ideas.”
As for the future of storytelling, he says: “Storytelling is always going to be the strongest and best tool to engage with the audience, we are inherently a species that relies on storytelling to get messages across, to teach. So in the future, it doesn’t matter how much the mediums change, storytelling will be in a very good place.”
Watch the complete interview here: https://www.youtube.com/watch?v=Cy7agqgQ_qY
- Video filmed by Miles Cooper and produced by Scott Dali, with reporting by Anika Ali
