About
Cultural Fuel and TechCheck is a blog and newsletter site published by Leo Burnett Germany and Arc Worldwide
Cultural Fuel is an important cornerstone of Leo Burnett’s HumanKind philosophy. HumanKind puts people at the beginning of creating ideas that truly move people. When creating ideas, we don’t start with the brand, its category, a product, or a marketing toolkit. We start with people and their actually observed behavior.
Cultural Fuel describes the background and pulse of local and global trends and insights that influence people and that we feel we need to account for in order to create more than just ads: human brand acts that have the ability to enable and ultimately transform human behavior.
In this blog, we post work, cases and insights that we believe are a testament to Cultural Fuel that can inspire Act Creation.
This blog is made possible by the contributors listed on the right (Author Box).
Chief Editors:
Cultural Fuel: Alexander Wipf (Head of Strategy)
TechCheck: Jay Denhart (Guest Blogger)
Responsible Editorial Producer:
Kornelia Hofmann (Insight Manager)
For any suggestions, issues please contact kornelia.hofmann@leoburnett.de
Legal Disclaimer:
The postings contain the opinion of the blog authors, and do not necessarily reflect the opinion of Leo Burnett or Arc Worldwide. Leo Burnett and Arc Worldwide are not liable for the content of blog postings published on this website.
Leo Burnett and Arc Worldwide have no liability for and cannot be held accountable for the content of other websites linked from this website or embedded within this website.
The content contains the opinion of the blog authors, and do not necessarily reflect the opinion of Leo Burnett Frankfurt.
Publication of comments as well as date and duration of publication of comments is subject to the sole discretion of Leo Burnett and Arc Worldwide. The comments contain the opinion of the respective authors and do not necessarily reflect the opinion of Leo Burnett or Arc Worldwide. Leo Burnett and Arc Worldwide have no liability for and cannot be held accountable fos comments made by third parties.
I reached this blog , and I find it very interesting.
November 16th, 2009 at 4:21 pmCongratulations !
Hey Juan - I just realized that this was you! Hope things are well at Encident. Talk to you soon.
J
April 1st, 2010 at 1:27 amHa, Everything is going great. Im really glad to be in touch with you and team. Keep working :).
April 15th, 2011 at 9:15 pmLets chat some day.
J
Though Cultural Fuel is new to me. This sounds superb! — human brand acts that
June 8th, 2011 at 3:03 pmhave the ability to enable and ultimately transform human behavior! I definitely
agree with you. Thanks for sharing. Minisite Design
The ‘cultural fuel’ philosophy or approach can’t really fail if done properly. Don’t make something that you think people will like, or that you can force them to like. Observe them, and use those observations to underpin the ads.
June 9th, 2011 at 10:52 pmPeople’s behaviour often leads to developing campaigns that you would never have thought of before, and certainly would not have believed would be effective.
July 4th, 2011 at 3:07 pmWanted to say thanks - lots of food for thought - trying to work out how humankind philosophy would apply to smaller service providers. It does make sense though and should in some ways be easier to apply as peoples behavior should be more easily observed. Service providers should also be able to see the postive effect they have on their customers more easily. Enjoyed the CulturalFuel trends download, especially the BBDO Düsseldorf ambient campaign and the Corelle Dinnerware vending machine.
August 27th, 2011 at 10:35 pmI like the idea of a “HumanKind” philosophy! You always have to start with people first - everything else follows from that.
By the way, just discovered your blog and I like what I’m seeing. Keep it up!
October 31st, 2011 at 11:28 pmA kind of orthogonal comment here, but does anyone know what skyline that is in the header?
November 15th, 2011 at 1:47 amStarting with people in mind is a great way to develop concepts relevant to individuals, and not just percentages!
February 1st, 2012 at 11:41 pm