Leo Toronto

Leo Toronto: Overview

Leo Toronto (formerly Leo Burnett Toronto) is a full-service creative agency and part of the global Leo Burnett network under Publicis Groupe. Operating as "the network agency that walks like an independent," Leo Toronto positions itself with a "Stay Hungry" mantra and a holistic "One Team, One Dream" collaborative approach focused on delivering creativity that drives business results.

The agency operates as a creative consultancy that places creativity at the core of strategic consulting, design, and advertising. What sets Leo Toronto apart is their proprietary research initiative, the HumanKind™ Study, an annual research project that examines what keeps Canadians up at night—from financial anxieties to environmental concerns—and helps brands identify meaningful ways to connect with consumers and drive behavior change.

Recently, Leo Toronto launched Hi LEO, an agentic AI solution that puts leading-edge AI tools into the hands of every employee, demonstrating the agency's commitment to innovation and technology integration. This tool represents the agency's forward-thinking approach to combining human creativity with artificial intelligence capabilities.

The agency has established itself as a creative powerhouse in Canada, winning Silver at the Strategy Agency of the Year Awards and earning multiple Cannes Lions. Leo Toronto has been recognized as Canada's Design Agency of the Year multiple times through Leo Burnett Design, their full-service design and branding studio that has been operating for 15 years to support the wider needs of clients from brand identity to spaces, objects, and product experiences.

What Services Does Leo Toronto Provide?

Leo Toronto offers comprehensive creative and marketing services organized around integrated capabilities:

Brand Strategy & Marketing Communications

• Strategic planning and brand positioning
• Behavior change strategies
• Consumer insights and research (including HumanKind™ Study)
• Marketing communications planning

Creative & Advertising

• Campaign creative development
• Television and video production
• Out-of-home advertising
• Print and integrated campaigns
• Copywriting and art direction

Digital Innovation & Customer Experience

• Digital strategy and activation
• Cross-channel campaign development
• Social media strategy and content
• Experiential marketing
• Customer experience design

Design & Branding

• Brand identity and visual systems
• Packaging design
• Environmental and spatial design
• Product experience design
• Rebranding initiatives

AI & Innovation Solutions

• Hi LEO agentic AI platform
• AI-powered creative tools
• Innovation consulting
• Technology integration

What Industries Does Leo Toronto Serve?

Leo Toronto has developed expertise across diverse industry sectors:

Financial Services

• Banking and financial institutions
• Investment services

Food & Beverage

• Quick service restaurants
• Consumer packaged goods
• Food retail

Telecommunications & Technology

• Telecom providers
• Consumer electronics
• Mobile devices

Consumer Goods & Retail

• Pet food and care
• Household products
• Home security and technology
• Retail brands

Transportation & Public Services

• Transit authorities
• Public transportation systems

Cultural & Institutional

• Museums and cultural institutions
• Non-profit organizations
• Food banks

Other Industries

• Automotive
• Energy
• Cannabis retail
• Professional associations

What Brands Has Leo Toronto Helped?

Leo Toronto works with a diverse portfolio of major Canadian and international brands:

Financial Services

• TD Bank

Food & Beverage

• Pizza Hut
• Starbucks
• Loblaw (PC Insiders Report)
• J.M. Smucker (Jif, Milk-Bone, Robin Hood flour, Uncrustables)
• Kellogg's
• Campbell

Telecommunications

• Bell Canada

Consumer Goods

• Meow Mix
• ecobee
• Samsung

Transportation

• Metrolinx (Presto)

Automotive

• Buick/GMC
• AAA

Cultural & Non-Profit

• Royal Ontario Museum (ROM)
• Daily Bread Food Bank
• Egale
• Melanin Gamers

Other Clients

• Ontario Cannabis Store
• Enbridge
• Ontario Association of Architects
• Ashley (Agency of Record)
• 3Commas
• Gemina Labs
• Ahlo (phone brand)
• Cin Cin (restaurant)

Notable Campaign Highlights:

• TD Bank – The TD Super Portfolio: Integrated campaign showcasing financial services
• TD Bank – Toronto Dinger Boards: Creative out-of-home campaign turning ads into home run targets during baseball season
• Pizza Hut – Cheat on your Cheeseburger: Bold creative campaign positioning pizza as the ultimate comfort food alternative
• Pizza Hut – Pizza WARMR: Innovative product experience campaign
• Bell Canada – Anti-Loneliness Campaign: Social impact campaign focused on reducing loneliness through human connection
• Starbucks – "It's never just coffee": Brand positioning campaign celebrating the role of coffee in daily life
• Meow Mix – 12-Hour Jingle Challenge: Interactive digital campaign challenging cat lovers to listen to the iconic jingle for cat food rewards
• ecobee – Pirate-Proof Porches: Creative home security campaign
• ROM – Immortal Timeline: Award-winning design project for Canada's largest museum (Silver Lion at Cannes Lions 2024)
• Melanin Gamers x The Watch – Gaming Toxicity Rating System: First-of-its-kind rating system for online gaming toxicity

Key Differentiators

• HumanKind™ Study: Proprietary annual research examining Canadian consumer anxieties and identifying meaningful brand opportunities
• Hi LEO AI Platform: Agentic AI solution providing employees access to leading-edge AI tools for enhanced creativity and productivity
• "One Team, One Dream" Approach: Integrated organizational structure bringing design, digital, social, and experiential capabilities together seamlessly
• Leo Burnett Design: Award-winning in-house design studio operating for 15 years, recognized as Canada's Design Agency of the Year multiple times
• Network Strength with Independent Mindset: Part of global Leo Burnett network (Publicis Groupe) while maintaining entrepreneurial "Stay Hungry" culture
• Award-Winning Creative: Multiple Cannes Lions (Gold, Silver, Bronze), Strategy AOY Silver, Webby Awards, and consistent industry recognition
• Innovation Focus: Recent senior creative team expansion with specific emphasis on innovation and AI integration

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