Creativity & Culture at Leo Burnett

The advertising world has always been fueled by ideas bold enough to move culture forward. At BrandSnug, we love celebrating leaders who not only shape brands but also inspire the industry at large. This week, I, Rahul, founder of BrandSnug, had the privilege of sitting down with Brian Shembeda, Group Creative Director at Leo Burnett, to dive into his journey, creative philosophy, and thoughts on where advertising is headed.

Brian has spent over two decades creating for some of the world’s biggest brands, from McDonald’s to General Motors, Fiat to Kellogg’s. His work has earned accolades at Cannes Lions, D&AD, The One Show, and Effies, and has been featured in the New York Times, Wall Street Journal, Wired, and Good Morning America. But beyond the awards, what makes his story fascinating is the mindset: the relentless curiosity, resilience, and belief in creativity’s power to transform culture.

Early Beginnings: Humble Start to Creative Foundation

Brian’s first taste of the advertising world wasn’t glamorous—it was at Y&R Austin, where he started as an intern. He laughs as he recalls those days:

“I got coffee, refilled printer paper, designed decks. But most importantly—I learned. Every small task gave me a chance to observe the craft, the culture, and the expectations of this business.”

That curiosity and willingness to get his hands dirty gave him a foundation. From there, he landed at GSD&M in Austin. Initially a floating role—moving between projects and clients—he saw it as an opportunity to touch everything he could.

“I was lucky. I was surrounded by incredibly talented people. They taught me not just about advertising, but about passion for craft. That period shaped how I approach every project even today.”

This early period reflects a valuable lesson for young creatives: your first role doesn’t need to be glamorous—it needs to be a launchpad for learning.

Entering Leo Burnett: First Chapter

Brian’s first big leap came in 1999, when he joined Leo Burnett Chicago as an Art Director.

“Burnett was big, fast, and competitive. It wasn’t just an agency; it was a creative arena. I got to work on Allstate, Kellogg’s, P&G, Beck’s Beer. Every account taught me something new.”

This first stint lasted five years, and it left an imprint: the Burnett culture of chasing big ideas, nurturing creativity, and valuing collaboration.

But like many ambitious creatives, Brian sought new challenges. In 2004, he moved to Arnold Worldwide in Boston. It wasn’t an easy transition—he accepted a demotion and a pay cut just for the opportunity to work on VW. Three weeks in, the account was lost.

“It was a test of resilience. Suddenly, the work I had moved for wasn’t there. But over the next two years, we created award-winning campaigns for Timberland, Ocean Spray, McDonald’s, and Tyson Chicken. I was also part of the team that won the Progressive Insurance business. It reminded me that setbacks are just setups for growth.”

Returning to Leo Burnett: Second Chapter

In 2006, Brian returned to Leo Burnett—a move that shaped the majority of his career. He explains the decision clearly:

“After two years in Boston, I felt the need to be part of something more substantial. I wanted to change culture, not just campaigns. And I knew Burnett had the people and ambition to do that.”

At Burnett, Brian has worked across an astonishing range of clients:

• ALDI

• Serta

• Esurance

• General Motors

• McDonald’s

• Fiat

• Kellogg’s

• Sprint

His campaigns are not just ads—they’ve created cultural moments:

• The Fiat 500 launch in Europe

• McDonald’s largest-ever out-of-home campaign

• Esurance’s social media takeover of three Super Bowls

And the recognition followed—One Show, Andy’s, Art Director’s Club, Effies, London International, Reggies, Cannes Lions.

A Day in the Life of a Creative Director

Many wonder what life looks like for a creative director at one of the world’s most respected agencies. Brian describes it as a mix of chaos, collaboration, and creativity.

“No two days are the same. Sometimes you’re in a brainstorm. Sometimes you’re presenting to clients. Sometimes you’re mentoring young creatives. But through it all, the thread is this: ideas. That’s what keeps you alive in this business.”

At Leo Burnett, collaboration is key. The environment fosters cross-pollination of ideas—strategists, designers, copywriters, and directors coming together to shape something bigger.

How the Industry Has Changed

When Brian started, advertising was TV, print, outdoor. Campaigns were built for singular platforms. Today, the ecosystem is far more complex.

“Now, we’re telling stories across dozens of touchpoints. It’s not about one 30-second spot anymore. It’s about creating platforms for brands to have ongoing conversations with people.”

This shift has forced creatives to think beyond execution—to think about ecosystems, experiences, and culture.

The Role of AI in Creativity

No modern conversation about advertising can avoid AI. While some fear it, Brian sees opportunity.

“AI won’t replace creativity. But it will reshape how we work. It can speed up execution, it can generate new references, it can handle repetitive tasks. That frees us to focus on what matters most: the big idea.”

In his eyes, AI is an accelerator, not a replacement. The magic still lies in human imagination and storytelling.

Future Trends in Advertising

Brian predicts several key shifts that will define the next decade of advertising:

1. Hyper-Personalization: Data-driven storytelling that feels tailor-made for individuals.

2. Experiential Storytelling: Campaigns that blur the line between digital and real life.

3. Purpose-Driven Brands: Consumers will demand authenticity, sustainability, and ethics.

4. Integration of Tech & Culture: From AR to AI to immersive retail, tech will be inseparable from creativity.

“The brands that succeed will be the ones that stand for something meaningful. The future isn’t just about selling—it’s about connecting authentically.”

How to Become Part of Leo Burnett

For many young creatives, Leo Burnett is a dream destination. Brian’s advice is practical:

“Your portfolio is your passport. We want to see your thinking, your craft, your hunger. Don’t worry if it’s not perfect—what matters is your curiosity and your ability to solve problems creatively.”

Equally important is collaboration:

“Advertising isn’t about lone geniuses. It’s about lifting each other up. The best creatives make the whole team better.”

Advice for Young Creatives

Brian closes with powerful advice that applies beyond advertising:

“Stay curious. Learn from everything—music, art, tech, culture. Creativity thrives on diversity of thought. And above all, don’t chase trends—chase truth.”

He emphasizes resilience: rejection and setbacks are part of the journey. What matters is persistence and belief in your craft.

Closing Thoughts

Interviewing Brian Shembeda was a reminder that advertising, at its core, is about people, culture, and ideas that resonate. His journey from an intern at Y&R to Group Creative Director at Leo Burnett is not just a career arc—it’s a story of curiosity, resilience, and the power of creativity to shape culture.

At BrandSnug, we believe in amplifying voices like Brian’s because they remind us that great advertising is not about selling products—it’s about moving people, shaping conversations, and leaving a mark on culture.