How Millennials Are Helping This Agency Find the ‘Big Idea’

Johannes Leonardo's digital-savvy work for Adidas, Google

Headshot of Lauren Johnson

Specs

Who Co-founders Leo Premutico and Jan Jacobs

What Creative agency

Where New York

Former Saatchi & Saatchi executive creative directors Leo Premutico and Jan Jacobs, who opened their agency Johannes Leonardo in 2007, rely on talent who have grown up on digital platforms to crank out work for brands including Adidas, TripAdvisor and Google. "If you go back five or 10 years, you had to look for those people," Premutico said. "That's the greatest thing about young people coming into the business—they understand the media landscape because they're living it." For Google's 2012 Re:Brief campaign, the agency reworked four iconic commercials—Coca-Cola's "Hilltop," Volvo's "Drive it like you hate it," Avis' famous "We try harder" and Alka-Seltzer's "I can't believe I ate the whole thing"—to put a digital spin on the spots. "We took some of the oldest and strongest insights and brought them to life in modern media," Premutico explained.

Here's a look at some of the agency's work for Google:

 

This story first appeared in the Sept. 28 issue of Adweek magazine. Click here to subscribe.


@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.
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