Leo Burnett launches regional division

Called LB Regional, the division will help brands create localised content

Aug 18, 2022 10:52:00 AM | Article | Campaign India Team

Leo Burnett India has announced the launch of LB Regional, a specialised division that aims to help brands reach national audiences by understanding region wise insights.  
 
With LB Regional, the Publicis Groupe agency wants to offer end-to-end solutions that consist of research-driven strategic direction for creative solutions across regional markets.
 
LB Regional currently focuses on the following languages - Tamil, Telugu, Malayalam, Punjabi, and Bengali. It has a team of creatives and writers in each of the languages.
 
Dheeraj Sinha, CEO, Leo Burnett, South Asia and chairperson, BBH India, said, “To succeed in today's times, brands need to win in regions, not just nationally. Often, brands have opportunities or problems that are typical of certain regions. We have to deploy region-up thinking, using insights of that region, to be able to solve for these. Also, there is a growing demand for local, vernacular, Indianised content, which if done right, presents a big opportunity for brands to grow their audiences. With this in mind, we have created this division which helps brands think and create regional-level solutions. We have already created local level interventions for some brands and have seen great results in going region-up rather than national-down in our thinking and creation.”