Balancing work and family with Leo Burnett
By: Jackie Tortorello
As an Executive Creative Director at Leo Burnett , Jeanie Caggiano adds a mothering touch to the work environment. By solving problems, communicating with clients and motivating staff, she establishes an open-door policy backed by determination.
“A lot of my job is about being a mom,” says Caggiano.
When solving work-related issues, she takes a head-on approach to communication. By speaking directly to employees who clash she is able to iron out differences that affect productivity. The tactics of communication and understanding carry over from her home life where she is the mother of two children.
Zoe, Caggiano’s daughter is a freshman at New Trier High School in Winnetka. Enzo, Caggiano’s son is 10-years-old and is currently in the 4th grade. When pregnant with her two children Caggiano took maternity leave but never stayed home.
“It is not easy to be a mother and have kids and be in this business,” Caggiano said. “Which has a lot of late hours, travel at the drop of the hat, client demands, meetings before work, meetings after work.”
When resolving conflict with clients, Caggiano works to maintain an open and constant line of communication. This helps the client feel reassured and more confident in making financial decisions, much like a mother.
Caggiano’s current client, Nexium, is working move their product from prescription only to over the counter. This complicates the relationship between Nexium and Caggiano since their difference lies in translating ideas into digital mediums.
“One of the problems we get into over and over and over again is you have an idea that’s wonderful in one media, but when you try to extend it to other media, you run into problems,” says Caggiano.
In order to resolve the issue, Caggiano adopts the Leo Burnett policy of Humankind. This philosophy advocates that creativity alone has the power to change people’s behavior. It also helps to establish a sense of purpose among staff and clients.
"I love what I do. Somebody said it's the most fun you can have with your clothes on."- Jeanie Caggiano #marketingstrategy @LeoBurnett
— Jackie Tortorello (@jtortorello261) May 27, 2014
Have you ever seen an in-office treadmill? The Executive Creative Director @LeoBurnett Jeanie Caggiano owns one! pic.twitter.com/mCnqE3ih00
— Jackie Tortorello (@jtortorello261) May 27, 2014
The creation of mayhem
By: Jackie Tortorello
It’s not easy being creative, especially when it comes to chaos. However, Jeanie Caggiano, Executive Creative Director at Leo Burnett has a knack for finding gems inside the mundane.
When asked to create a campaign for Allstate insurance the solution was simple: outwit the competitors...but how? Prior to Caggiano’s campaign Geico Insurance was able to undercut Allstate Insurance by offering cut rate coverage, rather than full coverage. This means that Geico’s insurance cost less than Allstate, but also offered less protection.
To complete the assignment, tasks were delegated to team members and each procedure was broken down in a step-by-step format. Matt Miller and Chris Rodrigez, the original creators of Mayhem designed the first script, centered on the emotional instability of teenage drivers.
“The entire strategy of Mayhem was to have people go, it’s not apples to apples,” Caggiano said. “Mayhem’s going to come get you and you’re going to be sorry.”
By exposing Geico’s cut rate policies, Allstate could trump the competition while alerting consumers to the possibility that mayhem could strike at any given turn. The campaign focused on the strengths of a full coverage policy, rather than one that has limited protection.
“Honestly, it was one of the easiest campaigns we ever sold to the client,” Caggiano said. “Mayhem represents a character that embodies all the trouble in the world.”
The character was designed to demonstrate real life situations that could impact the lives of those close to you.
One commercial of the character includes a car catching on fire after a pre-gamming grill has been left in the trunk. Another commercial highlights the recklessness of workers who come into our home. A third commercial analyzes the consequences of what happens when a raccoon lives in your attic.
The character of Mayhem is played by Dean Winters, an American actor who has also appeared in Law and Order, 30 Rock and Rescue Me. His first appearance as Mayhem took place on June 10, 2010. When interviewed by Ad Age in 2011 he said, “"I wanted to become an actor so I didn't have to put on a suit and sell insurance."
It’s not easy being creative, especially when it comes to chaos. However, Jeanie Caggiano, Executive Creative Director at Leo Burnett has a knack for finding gems inside the mundane.
When asked to create a campaign for Allstate insurance the solution was simple: outwit the competitors...but how? Prior to Caggiano’s campaign Geico Insurance was able to undercut Allstate Insurance by offering cut rate coverage, rather than full coverage. This means that Geico’s insurance cost less than Allstate, but also offered less protection.
To complete the assignment, tasks were delegated to team members and each procedure was broken down in a step-by-step format. Matt Miller and Chris Rodrigez, the original creators of Mayhem designed the first script, centered on the emotional instability of teenage drivers.
“The entire strategy of Mayhem was to have people go, it’s not apples to apples,” Caggiano said. “Mayhem’s going to come get you and you’re going to be sorry.”
By exposing Geico’s cut rate policies, Allstate could trump the competition while alerting consumers to the possibility that mayhem could strike at any given turn. The campaign focused on the strengths of a full coverage policy, rather than one that has limited protection.
“Honestly, it was one of the easiest campaigns we ever sold to the client,” Caggiano said. “Mayhem represents a character that embodies all the trouble in the world.”
The character was designed to demonstrate real life situations that could impact the lives of those close to you.
One commercial of the character includes a car catching on fire after a pre-gamming grill has been left in the trunk. Another commercial highlights the recklessness of workers who come into our home. A third commercial analyzes the consequences of what happens when a raccoon lives in your attic.
The character of Mayhem is played by Dean Winters, an American actor who has also appeared in Law and Order, 30 Rock and Rescue Me. His first appearance as Mayhem took place on June 10, 2010. When interviewed by Ad Age in 2011 he said, “"I wanted to become an actor so I didn't have to put on a suit and sell insurance."