Leo Burnett’s one small step for humankind

Leo Burnett has unleashed on the world what is probably the longest ever introduction to an e-mail newsletter. In the video below, chief creative officer Mark Tutssel waxes poetic for more than five minutes to explain the rationale of “HumanKind,” an agency-created digest of trends and goings-on around the agency network and such. It’s not about advertising, Tutssel proclaims in his buzzword-heavy address. In fact, he sort of disses the entire advertising thing altogether, asserting that Burnett, which as far as I know cranks out plenty of ads, is actually a “humankind communications company.” What does such a company do? It creates “acts, not ads.” Thankfully, it’s still all about creativity. Make that real-time, authentic creativity.