Leo Burnett has formed an affiliation with Aha! Creative Insights that is intended to enhance its account planning and creative capabilities.
The creative planning firm, headed by president Tony Johnstone, will be moving into offices at the Toronto agency in early March.
Aha! will continue to have some independent clients but its agency work will be limited to that with Leo Burnett.
The four-person company was established by Johnstone in 1993. All are ex-agency people and Johnstone himself has worked as an account planner at Leo Burnett in London and Toronto.
Johnstone says Aha! specializes in providing insights that spark outstanding creative work.
‘To that end, we’ve developed some proprietary methodologies that help us get insight into people’s heads, and understand target groups, categories and brands in significant depth and detail.
‘We call it creative planning. Basically, it’s figuring out what is the most compelling thing to say in the creative.’
Some of the clients Aha! has worked with include Labatt Breweries, Loblaws, Bell Canada, Shoppers Drug Mart, General Motors, and the Canadian Chiropractic Association.
