Leo Burnett Debuts Greenhouse in Chicago to Beef Up Content

Greenhouse activates reactive content, aiding with turn-around, and is currently assigned to 16 Leo Burnett and Arc client brands

Leo Burnett Chicago has launched Greenhouse, the agency’s production practice responsible for creating quick turn-around content including those for digital channels categorised as paid, owned, and social. By streamlining capabilities, the platform allows the agency to meet its clients’ growing demand for more content faster and to produce work intimately aligned with the brands’ purpose and creative strategy.

“Greenhouse was purpose-built and is more than our vision; it’s an up-and-running operation that, to date, has already created hundreds of pieces of work that are helping drive business results for our clients,” said Rich Stoddart, CEO of Leo Burnett North America.

Greenhouse will specialise in nimble content creation which is strong in concept and creativity. It will meet the demand of always-on content production across a brand’s digital channels such as Facebook, Instagram, Twitter, and mobile ad units which fall outside the traditional scope of production companies. The agency will continue to work with production partners on broadcast-quality TV and digital film supported by larger media buys.

While Leo Burnett has offered Greenhouse projects for clients for the past 18 months, it has finally formalised the agency offering—providing live action, animation, visual effects, audio, photography, and editorial. The practice is led by Vincent Geraghty, Executive Vice President, Executive Director of Production.

“Greenhouse launched when we identified a need from our clients to create nimble content on short timelines at a cost-effective rate,” said Geraghty. “We don’t want to create content for content’s sake. Our model allows us to create high-quality, timely content that is true to the brand and benefits from our deep knowledge of the brand.”

The team is staffed with more than 30 employees and includes specialists and producers who can quickly plan, shoot and edit quality content across production disciplines. It works closely with creative teams to better maintain the integrity of the network’s creative ideas and streamline the workflow, increasing content’s speed to market.

It already works on projects for 16 LB and Arc client brands—Alcon Clean Care, Allstate, Commonwealth Edison, Firestone, Fifth Third Bank, Kellogg’s Rice Krispies and Eggo, Kraft JELL-O and Philadelphia Cream Cheese, McDonald’s, Miller-Coors, Nintendo, P&G Always and Swash, Pfizer Nexium and Samsung Galaxy S6 Edge.