When we started the Leo Lab we were told it's was going to be a period of live briefs to gather experience. In the beginning it was pretty much what they promised. Now things have changed. All three Leo Lab teams were gathered on Tuesday for a meeting. The creative leadership wants to change the direction of the Leo Lab - instead of putting us on daily work briefs that need solving and have lots of limitations we are asked to do stuff that's 'really great'. Literally Leo Burnett's client list is our brief, pick a brand, do something great for it. Sounds good to us. It lowers the chances of getting work out, but if something does get through, it'll be pretty damn good.
We think it's a great way of using placement teams, agencies have enough teams who can crack briefs and please clients. Seems like they want a team who will challenge the norm. Exciting times for us.
What would you prefer? Getting the real briefs? Or working on whatever you like, trying to turn it into something amazing? The Leo Lab experiment commences.