General Session: The Art of OOH: Medium of the Future
Synopsis: In today’s technology- and mobile-driven world, the oldest form of OOH exchange — the humble poster — has become the medium of the future. Mark Tutssel discusses the power of OOH advertising, and how OOH has become a canvas second-to-none.
As Global Chief Creative Officer of Leo Burnett Worldwide, Mark Tutssel serves as the global network’s creative leader and is responsible for setting the creative vision for the network’s 85 global offices. Tutssel oversees the creative output for some of the world’s most respected brands, including Samsung, McDonald’s, Procter & Gamble and Coca-Cola. Tutssel was appointed Creative Chairman of Publicis Communications, uniting creative leaders from Publicis Worldwide, Leo Burnett, Saatchi & Saatchi, BBH, Fallon, Marcel and Prodigious as the top creative force in the industry. Tutssel’s mission is to lead the group’s unrivaled creative firepower and become an indispensable creative partner to the world’s leading brands.
In 2015, Advertising Age recognized Leo Burnett as the most awarded network in the world. Under Tutssel’s leadership, the network has also topped the Gunn Report’s “All Gunns Blazing” category for seven of the past eight years, leading the industry in new-world thinking.
One of the most awarded creative directors in the industry, Tutssel’s work has garnered every major creative accolade including the prestigious Cannes Grand Prix and 110 Lions. During his tenure as Global CCO, Tutssel has won 533 Cannes Lions, including seven Grand Prix, three Titanium Lions, three Glass Lions, the first ever D&AD White Pencil and a Black Pencil. He has also been named the ‘No. 1 Worldwide Creative Director’ by Campaign Magazine. Tutssel’s professional success has been rooted in his belief in the power of ideas, and that creativity can change the world.
Under Tutssel’s creative leadership, Leo Burnett has developed world-class campaigns for some of the world’s most iconic brands, including P&G, Samsung, McDonald’s and Coca-Cola among others. Samsung, Coca-Cola and McDonald’s were named Cannes “Creative Marketer of the Year” under his purview.
In 2013, Tutssel introduced “Creativity Without Borders”, a game-changing vision for marketing communications to Leo Burnett that is now widely adopted and embraced by the network.
Tutssel has had the honour of chairing the world’s greatest award shows, including D&AD, Clios, Art Directors Club Global Awards, Eurobest, Spikes, International ANDY Awards, AdFest, Art Directors Club of Europe, London International Awards, and the International YoungGuns. He is also one of the only creative directors in the world to serve as a Cannes Lions Jury President four times. In 2008 he was the President of the Cannes Titanium & Integrated Jury, in 2010 he was the President of both the Film and Press Juries, in 2013 and 2016 he served as the President of Direct.
Tutssel sits on several boards in addition to Publicis Communications’ creative board, including the Publicis Groupe P12 “Executive Committee”, the Facebook Creative Council and the One Show Board of Directors. He is a member of the Royal Society of Arts, co-authored a book on Leo Burnett’s “HumanKind” philosophy, and when not on an airplane, he can be found at home in Chicago or London.