Leo Burnett USA adopts Quickcut for digital advertising production
Press release from the issuing company
Los Angeles; February 3, 2005 – Quickcut (www.quickcut.com), a leading international provider of digital production workflow solutions, announced today that Leo Burnett Print Management, the production arm of Leo Burnett USA, has selected and implemented Quickcut solutions for print ad verification and delivery as key building blocks in a highly efficient digital workflow.
The selection of Quickcut follows a lengthy evaluation of workflow alternatives for digital advertising production, and caps several months of product testing. Leo Burnett Print Management and its media-buying agency, Starcom MediaVest Group, implemented the Quickcut approach in November 2004, and have begun using Quickcut’s software suite and global publication specifications database to develop, verify and deliver print advertising to publishers in the US and internationally for a specific client.
Leo Burnett USA (www.leoburnett.com) is the flagship office of Leo Burnett Worldwide, Inc., a wholly owned subsidiary of Publicis Groupe (www.publicis.com), which comprises a global network of over 200 operating units and 96 full-service advertising agencies in 84 countries. Leo Burnett USA’s longstanding client roster includes such recognized brand names as Kellogg’s, Procter & Gamble, H.J. Heinz, Fiat, Visa, McDonald's, Hallmark, Oracle, Morgan Stanley and Walt Disney.
Starcom MediaVest Group (www.starcomww.com) encompasses an integrated network of 110 offices in 67 countries that fuels brand-building results for many of the world's leading companies. Also a subsidiary of Publicis Groupe, SMG specializes in media management, Internet and digital communications, response media, entertainment marketing, sports sponsorships, event marketing and multicultural media.
Leo Burnett Print Management implemented the Quickcut approach to ad verification and delivery with the intent of making Quickcut an integral part of the agency’s digital workflow, according to Jim Mikol, Senior Vice President and Director of Print Management.
Quickcut’s approach to digital advertising production is unique in that it uses each publication’s exact production specifications, including color profiles, to guide and manage advertising materials from the point of creation to the point of print delivery. This approach ensures print results will match what the client expected and the publisher requires, while promoting significant process efficiencies.
Commenting on the application of digital workflow technology, Mr. Mikol says, “We’re focused as an agency to provide the best quality work and to deliver it in the best way possible and in the least amount of time, and that means we must drive out inefficiencies at the creative, proofing and fulfillment stages. Products like Quickcut that address advertising workflow as a continuum rather than as a series of isolated steps provide the advertising community with the best opportunity to achieve those goals.”
Leo Burnett USA plans to phase in the use of Quickcut as publishers accept files through the Quickcut network, with the intent of using Quickcut as an important approach for print advertising workflow worldwide. Publications receiving Quickcut print ad files from Leo Burnett Print Management and Starcom MediaVest Group currently include prominent titles in North and South America as well as in the UK.
Commenting on the news, Dean Benjamin, Executive Vice President of Quickcut North America said, “The name ‘Leo Burnett’ is synonymous with advertising quality the world over, and we are pleased and honored to have Leo Burnett Print Management as a Quickcut client. The adoption of Quickcut here in the US by a “Top Ten” global agency broadens Quickcut’s position as the leading international supplier for digital advertising production, and it will facilitate our expansion in North America.”
WhatTheyThink is the global printing industry's leading independent media organization with both print and digital offerings, including WhatTheyThink.com, PrintingNews.com and WhatTheyThink magazine versioned with a Printing News and Wide-Format & Signage edition. Our mission is to provide cogent news and analysis about trends, technologies, operations, and events in all the markets that comprise today’s printing and sign industries including commercial, in-plant, mailing, finishing, sign, display, textile, industrial, finishing, labels, packaging, marketing technology, software and workflow.