On Wednesdays, we look at artist/design statements or About pages and discuss the vocabulary they use to describe their work. Today we’ll look at the About page of Leo Burnett, an ad agency with offices all over the world. Below is the text from their Chicago office site, which created this series of Mayhem Allstate ads.
Here is the text from their About page, in italics.
We Are a Creative Solutions Company
In 1935, Leo Burnett opened the doors to his agency with the belief that “what helps people helps business.”
People – their wants, needs, motivations and dreams – remain at the center of everything we do today. And thanks to data and technology, it’s possible to understand what matters to people better than ever before. By combining real-time human insights with the power of creativity, Leo Burnett creates solutions that help people and business alike.
We Make Solutions — Not Just Ads
We build solutions that meet the needs of people — not just the media plan. Our capabilities cross experiences, content, services, products, technology and, yes, advertising.
We Make Brands Valuable to People
Our people-centric approach has kept some of the world’s most iconic brands relevant in a world that’s constantly changing. Our experience encompasses every major category from retail and CPG to insurance and technology.
Now my comments:
The thing I like most about this About page is that it is written in a way that is very clear and easy to understand. Sometimes people think that writing their About page or artist statement in a way that is really complex or uses a lot of difficult vocabulary makes them sound important. In reality, the more clearly you can explain your work, the more effective you will be in reaching your audience.
Now let’s look at the structure of this About page. First, they talk about the mission of their company and they also talk about their approach. Next, they describe the kinds of work they do, share their goals, and suggest what makes them unique. Finally, they talk about the kinds of clients they work with.
Let’s look more closely at the vocabulary on this page. In the first paragraph, we see the phrase remain at the center of everything we do today. To remain means that something lasts longer than other things, so they are saying that the original belief of Leo Burnett remains – it is still very important to the business. Next, they use the phrase thanks to, which means because of. Real-time means something that is happening right now, and alike means both, or in the same way.
In the second paragraph, we see the phrase the media plan. A media plan is what ad agencies use to find the best media for a client’s brand or product, like tv, radio, magazine, or internet ads. This company is saying that they listen to the needs of their clients and don’t just follow a media plan. The verb cross means to go from one side to the other, so they are saying they can help clients with all these different areas: experiences, content, services, products, technology and advertising.
In the third paragraph, we see the phrase people-centric approach. Adding -centric to a word means you are talking about that thing. So a people-centric approach means an approach that is focused on people. To be relevant means to continue to be important as other things change and become less important. Encompasses means includes, major means big, and category means a group, so they are saying their experience includes every big group, from retail and CPG to insurance and technology. (CPG means consumer packaged goods.) So, they are trying to use examples of very different things to show the wide range of work they can do for clients.
It’s always a good idea to get feedback on your website content. Having a language coach check your writing for errors and clarity can really help you to sound more professional. For an About page, it’s also a good idea to get feedback from someone outside your industry to be sure that what you’re writing is clear to everyone.
At Artglish, we help artists and designers to write a statement or About page that best describes their work. We focus on choosing the best vocabulary and language to help you share your work with others. If you want to learn more, click here to join The Studio and try some free ways to improve your English, or check out our Lessons page to learn how Artglish can help you succeed.
I’ve chosen 5 words or phrases for you to focus on today. They are in bold. If you don’t know them, look up the meaning, synonyms, antonyms, and other forms of these words. You can find links to Merriam-Webster dictionary sites at the bottom of this page.
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