Leo Burnett System of a Creativity: 7+ HumanKind GPC Scale

7+ GPC Scale is an internal evaluation system which leads every Leo Burnett office to a higher level of creativity. Every quarter top minds from all around the World gather to evaluate the creative works with HumanKind standards by scoring them 1 to 10. In this system, the initial aim is to get at least 1 points. Because only 7+ works have power to change human behaviour and the World.

Dream To be the world’s best creator of ideas that truly move people - bar none. You can look at a business problem as a set of numbers. Or, you can look at it through a more human lens. Everything that matters in our business begins and ends with two things: People & Their Behaviour. Creativity has the power to transform human behavior. 

10 – Changes the world.

 9 – Changes the way people live.
Changes the way people live. An inspirational idea that moves people. A visionary, brave, powerful creative idea. A brand that has a human purpose at its core. A HumanKind Brand.

 8 – Changes the way people think and feel. Changes the way people think and feel. We must never lose sight of the most important thing: What matters to people. We believe creativity should enrich people’s lives. This idea has a genuine role in people’s lives. This is content that is entertaining, engaging, interactive, interesting, relevant and useful. And above all, it’s brilliant in its creativity.

7+ An inspiring idea, beautifully crafted (HumanKind Act). A human centered idea, brand or experience that has the ability to transform the way a person thinks, feels and ultimately behaves. An idea that inspires, captivates, fascinates and activates. And of course, is immaculate in its craft and execution.

6 – An intelligent idea. An idea that treats people with intelligence. An engaging idea. Everything we do as an Agency is rooted in the belief that creativity is most powerful when it creates HumanKind Acts...not just advertising. An idea that is designed entirely with the audience in mind. An idea that is media-neutral in concept and media-infinite in execution.

5 – I understand the brand’s purpose. This is not a promise. Not a position. Not a benefit. A purpose. We’re people talking to people. In order to make real human connections, we need to put a meaningful Human Purpose at the center of our brands in order to truly connect with people.

4 – I don’t know what this brand stands for.I don’t know what this brand stands for. People are our focus. Everything we do is designed with a brand purpose in mind. A brand without purpose is one that will never be understood or embraced by the people. 

3 – Invisible. Creates no human interest, no emotional connection. Visually uninteresting. Wallpaper. Cliché. We don’t have a divine right to people’s attention. We have to reward them for the time they spend with our communication.

2 – No idea. This concept has no thinking. After all, we are an “ideas” industry. Without ideas, we have no future. Creativity is the primary asset of brands and communication companies. Our duty as a communications agency is to create ideas so powerful that they truly move people. People demand to be entertained and rewarded for the time they spend with our communication.

1 – Destructive. This is a complete waste of money. People reject the brand. Pollutes the public space. I’d be ashamed to be seen with this brand.