Bring Leo Burnett's philosophy of HumanKind to life. HumanKind is rooted in the belief that creativity has the power to change the way people think, feel and behave. So, this shouldn't be a book about advertising, brand propositions or selling products, but a story about people, purpose and changing behaviour. A first-hand look at marketing that serves true human needs, not the other way around. It's an opportunity to give people insight into dialogue about why a brand exists and what it does for people; a behind-the-scenes look at a global creative network that bases communications on fundamental human need.

The HumanKind Book is designed in the International Typographic Style: clean, modern and objective.

The mirror cover reflects the readers' faces as they hold the book. It's a visual metaphor for Leo Burnett's approach for understanding human behaviour.The book is arranged in five parts. The first is a gallery of work that embodies the spirit of HumanKind. This art was collected from Leo Burnett employees across the world and then curated to fit the principles of HumanKind.Then we divided the book into four sections: People, Purpose, Participation and Populism.In each of these sections, the work is the hero.

The launch of the HumanKind book by Tom Bernardin and Mark Tutssel has proven to be a terrific platform for the Leo Burnett brand, clearly conveying our belief system and point of difference to key audiences including employees, clients, prospects, the global business media and the cluttered ad community. Whether providing a speaking opportunity in Mumbai, Singapore, Dubai or Buenos Aires or a press opportunity with the Guardian, CNBC or Contagious, HumanKind has been a successful communications tool - in hard copy, at www.humankind.leoburnett.com and through our monthly HumanKind Digest, a global, digital "magazine."