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Leo Burnett Tailor Made

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Leo Burnett Tailor Made, formerly Leo Burnett Brazil, is a division of Leo Burnett Worldwide, part of the multinational Publicis Groupe.

History and clients[edit]

Formerly an independent advertising agency, Tailor Made, it was acquired by Publicis in 2011 and merged with Leo Burnett Brazil under its current name. At that time, clients included Fiat, Procter & Gamble, Emirates and Chrysler.[1] In 2013, the agency created a campaign, "My Blood Is Red and Black," with Brazilian sports club Vitória to encourage blood donation.[2]

In December 2016, the agency secured Brazilian retailer Extra as a new client, followed by Brazilian bank Bradesco in February 2017,[3] and delivered a cinema-based campaign for Samsung mobile phones in 2017,[4][5] and a joint campaign for Samsung and ESPN Brasil in 2018.[6]

In 2019, Leo Burnett Tailor Made created a combined campaign, ThrowBackCrash, for traffic app Waze and Brazilian brewery BrewDog São Paulo to remind drivers of the dangers of drunk driving.[7]


Guarita State Park was one of several articles affected by a covert advertising campaign. The article's previous main image (top) was briefly replaced by one prominently featuring a man in a North Face jacket (bottom).

In 2019, Leo Burnett Tailor Made engaged in product placement on Wikipedia, in which they placed images advertising The North Face products on Wikipedia,[8][9][10] and advertised that they had done so in a video posted on YouTube.[11][12] Once this was discovered, Wikipedia volunteers removed the images,[13] and the Wikimedia Foundation released a statement condemning Leo Burnett Tailor Made's use of Wikipedia for product placement.[14]

The North Face posted a response as a reply on Twitter, stating that they had ended the campaign and that "We believe deeply in Wikipedia’s mission and apologize for engaging in activity inconsistent with those principles."[15]


  1. "Publicis Groupe buys into Brazilian agency to bolster Leo Burnett". www.campaignlive.co.uk. Retrieved 2019-05-30.
  3. Smiley, Minda (24 February 2017). "Publicis Brazil and Leo Burnett Tailor Made win strategy and creative duties for Brazilian bank Bradesco". The Drum. Retrieved 30 May 2019.
  4. Hobbs, Thomas (25 May 2017). "International round-up: Budweiser's military-themed bottles, Samsung uses VR to help the deaf". Marketing Week. Retrieved 30 May 2019.
  5. McGill, Bobby (22 October 2018). "Q&A: Mark Tutssel – 'The Best Brand Marketers are Steeped in Brand Purpose'". Branding in Asia. Retrieved 30 May 2019.
  6. Fleck, Alissa (25 May 2018). "ESPN Brazil and Samsung Turned Sportscasters Into Emojis, and Everyone Loved It". AdWeek. Retrieved 30 May 2019.
  7. Clemente, Alyssa (2 May 2019). "BrewDog "hacks" Waze to raise awareness for drunk driving". Mobile Marketing. Retrieved 30 May 2019.
  8. "Egg on North Face: Wikipedia furious after glamp-wear giant swaps article pics for sneaky ad shots – and even brags about it in a video • The Register Forums". forums.theregister.co.uk. Retrieved 2019-05-30.
  9. Hern, Alex (30 May 2019). "North Face criticised for replacing Wikipedia pics with branded shots". The Guardian. Retrieved 30 May 2019.
  10. McCarthy, John (30 May 2019). "The North Face axes 'unethical' Wikipedia product placement campaign by Leo Burnett". The Drum. Retrieved 30 May 2019.
  11. "The North Face Breaches Wikipedia Terms Of Service To Reach Top Of Google Search Results". www.mediapost.com. Retrieved 2019-05-30.
  12. Fernando H Patucci (2019-05-24), The North Face / Top Of Images, retrieved 2019-05-30
  13. Lee, Dami (2019-05-29). "North Face tried to scam Wikipedia to get its products to the top of Google search". The Verge. Retrieved 2019-05-30.
  14. "Let's talk about The North Face defacing Wikipedia". Wikimedia Foundation. 2019-05-29. Retrieved 2019-05-30.
  15. @thenorthface (May 29, 2019). "@Wikipedia @LeoBurnett We believe deeply in @Wikipedia's mission and apologize for engaging in activity inconsistent with those principles. Effective immediately, we have ended the campaign and moving forward, we'll commit to ensuring that our teams and vendors are better trained on the site policies" (Tweet). Retrieved May 29, 2019 – via Twitter.

This article "Leo Burnett Tailor Made" is from Wikipedia. The list of its authors can be seen in its historical and/or the page Edithistory:Leo Burnett Tailor Made. Articles copied from Draft Namespace on Wikipedia could be seen on the Draft Namespace of Wikipedia and not main one.