Johannes Leonardo Company Profile

Background

Johannes Leonardo is an independent creative agency founded in New York City in 2007 by Jan Jacobs and Leo Premutico, both former Executive Creative Directors at Saatchi & Saatchi. The agency operates on the philosophy that "The Consumer is the Medium™," emphasizing that brands achieve their fullest potential when consumers actively participate in their narratives. This approach has positioned Johannes Leonardo as a significant player in the advertising and marketing industry, collaborating with prominent brands such as adidas, Volkswagen, Kraft Heinz, and Instagram.

Key Strategic Focus

Johannes Leonardo specializes in creating transformative brand ideas that encourage consumer participation. Their core objectives include developing integrated creative campaigns, brand and communications strategies, and design and branding systems. The agency employs a centralized process known as the Single Point Lead Model to align all partners around these ideas. Their primary markets encompass consumer products and services, media, arts, entertainment, and hospitality sectors.

Financials and Funding

Initially, WPP plc held a 49% stake in Johannes Leonardo, providing substantial support during the agency's formative years. In 2018, Johannes Leonardo repurchased shares, reducing WPP's holdings to 25%, thereby increasing its independence. The agency has demonstrated significant financial growth, with revenues doubling to over $50 million by 2019, marking it as one of the fastest-growing agencies in the U.S. advertising sector.

Notable Campaigns and Clients

Johannes Leonardo has developed several high-profile campaigns:

Google "Demo Slam" (2010): Encouraged users to create tech demonstrations, resulting in nearly one billion impressions.

Google "Project Re:Brief" (2012): Reimagined classic ads for brands like Volvo and Coca-Cola, earning the inaugural Mobile Grand Prix at Cannes.

Adidas Originals "Original is Never Finished" (2017): A 90-second spot reimagining Frank Sinatra's "My Way," featuring artists like Snoop Dogg and Petra Collins, awarded the top prize at the Cannes Lions Festival in the Entertainment for Music category.

Other notable clients include The Coca-Cola Company, Vroom.com, Massachusetts Mutual Life Insurance Company, Amazon Fire TV, New York City FC, Alexander Wang, and Bleacher Report.

Awards and Recognition

Johannes Leonardo has received numerous industry accolades:

2011: Named "Agency to Watch" by Ad Age and Creativity; awarded Silver in Ad Age’s Small Agency of the Year awards.

2016: Featured on Ad Age's A-List Agencies to Watch.

2018: Ranked No. 4 on Ad Age’s Agency A-List.

2019: Recognized by the Effie Awards as the second most effective independent agency in North America.

2020: Rose to No. 3 on Ad Age’s Agency A-List; co-founders featured on Adweek’s Creative 100 list.

2023 & 2025: Recognized by Fast Company as one of the World’s Most Innovative Companies.

Since 2007, the agency has earned multiple Cannes Lions awards, including the inaugural Cannes Mobile Grand Prix for Google’s Project Re: Brief and the 2017 Grand Prix in the Entertainment for Music category for adidas Originals’ “Original is Never Finished.”

Leadership Team

Jan Jacobs: Co-Founder and Co-Chief Creative Officer.

Leo Premutico: Co-Founder and Co-Chief Creative Officer.

Ferdinando Verderi: Founding Partner and Creative Director.

Bryan Yasko: President, joined in 2016, formerly Global Business Director at Droga5.

Helen Andrews: Appointed CEO in 2024.

These leaders have been instrumental in driving the agency's creative vision and business growth.

Competitor Profile

Market Insights and Dynamics:

The advertising industry is highly competitive, with agencies striving to deliver innovative and effective campaigns. The market is characterized by rapid technological advancements and evolving consumer behaviors, necessitating agencies to adapt continually.

Competitor Analysis:

Johannes Leonardo's competitors include:

Media Fusion: Specializes in integrated marketing solutions.

OH Partners: Focuses on creative advertising and branding.

Elevation B2B Marketing: Provides B2B marketing services.

These agencies offer a range of services in the advertising and marketing sector, competing for similar clientele.

Strategic Collaborations and Partnerships

Johannes Leonardo has established significant partnerships to enhance its market position and innovation capacity. Notably, the agency has collaborated with adidas Originals, leading to award-winning campaigns that have significantly impacted the brand's market presence. Additionally, partnerships with companies like Google and Volkswagen have allowed the agency to develop groundbreaking campaigns that resonate with consumers.

Operational Insights

Johannes Leonardo's strategic approach focuses on creating transformative brand ideas that encourage consumer participation. This philosophy differentiates the agency from competitors by emphasizing the active role of consumers in brand narratives. The agency's ability to develop integrated creative campaigns and its centralized process for aligning partners around these ideas provide distinct competitive advantages.

Strategic Opportunities and Future Directions

Looking ahead, Johannes Leonardo aims to continue leveraging its core philosophy to develop innovative campaigns that resonate with consumers. The agency plans to expand its client base, explore new markets, and invest in emerging technologies to enhance its service offerings. By maintaining its focus on consumer participation and transformative brand ideas, Johannes Leonardo is well-positioned to achieve its future objectives.