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Leo Burnett open up a digital greenhouse

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Leo Burnett Chicago has announced the launch of Greenhouse, a production practice responsible for creating high-quality, but quick-turnaround content for digital channels. The theory is that by streamlining capabilities, Greenhouse will allow the agency to meet its clients' growing demand for faster, more relevant content, which is still aligned with the brands' purpose and creative strategy. Greenhouse will specialise in fast content creation that is strong in concept and creativity, meeting the demand of always-on, fresh content production across a brand's digital channels such as Facebook, Instagram, Twitter and mobile ad units. The agency will also continue to work with production partners on TV and digital film supported by larger media buys. Leo Burnett has been offering Greenhouse projects for clients for the last 18 months, but recently formalised the agency offering, providing live action, animation, visual effects, audio, photography and editorial.

Leo Burnett Chicago has announced the launch of Greenhouse, a production practice responsible for creating quick-turnaround content for digital channels

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The practice is to be led by EVP and executive director of production Vincent Geraghty, who said: “Greenhouse launched when we identified a need from our clients to create nimble content on short timelines at a cost-effective rate. 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. By having the direct relationship with Leo Burnett's account and creative teams, we can maintain the creative excellence the agency is known for when making truly on-brand content. When our creative teams, producers and content creators are sitting together and coming up with digital content solutions to our clients' content briefs, the solution is more holistic.” Rich Stoddart, CEO of Leo Burnett North America, added: “Greenhouse was purpose-built for a world that demands more content that is fast and efficient while not trading off creative quality. It's 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.”

Leo Burnett's Greenhouse

What's Your Morning Look Like? By Vincent Geraghty

The Greenhouse 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. The group works closely with creative teams to better maintain the integrity of Leo Burnett's creative ideas and streamline the workflow, increasing content's speed to market. Greenhouse's quick turnaround time will allow the agency to create reactive content and, in many cases, turn around content in the same day! Greenhouse already works on projects for 16 Leo Burnett and Arc client brands, including: 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.

The practice is to be led by EVP and executive director of production Vincent Geraghty and is staffed with more than 30 specialist employees

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This week, during Advertising Week in New York, Geraghty will discuss Greenhouse content in the panel “Fast, Good or Cheap: The Reality of Today's Content Creation.” Other panellists will include Rowley Samuel, executive vice president, head of integrated production at Energy BBDO; and Mary Gail Pezzimenti, vice president of content creation at The Huffington Post. Lisa Granatstein, editor at Adweek, will moderate the panel.

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Most recently, Greenhouse created work for the following campaigns:

Alcon “Clear Care How To”

Allstate “We Day”

Com-Ed “Icebox Derby”

Samsung Galaxy 6 Edge “Designing Possible”

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