Leo Burnett: Packaged Good

by Marianne Richmond on November 30, 2005

Leo Burnett, a Publicis Group agency, has just launched a kind of non-profit American Idol called Packaged Good. Burnett is requesting proposals from non-profits that are in need of a marketing campaign. They are looking for an unknown entrepreneurial nonprofit with potential to become known, ala Habitat for Humanity.

"Our goal, as always, is to invest ourselves and our expertise in a worthycause. What differentiates this new effort from our pro bono assignments are three key elements," said Leo Burnett USA Chief  MarketingOfficer Ben Kline."We want to build a brand from scratch. We want the relationship to belong-term. And we want to fully leverage our strengths to help a worthy cause receive the awareness and recognition it deserves."

The deadline for submission is December 20th. Political and religious groups need not apply according to the Wall Street Journal. A decision will be made in early January. Complete details are available at the Packaged Good web site.

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