Innovation Leo Burnett: The power of going Digital Specific

In a world where digital marketing is no longer an afterthought but a necessity, many brands adopt a Digital First strategy, prioritising digital channels in their marketing mix. While this approach ensures an online presence, it often lacks the precision and adaptability needed to drive real business growth, Innovation Leo Burnett highlights.

The company goes on to elaborate, “At Innovation Leo Burnett, we take a different approach: Digital Specific. For us, digital isn’t just a channel; it’s a customised, data-driven ecosystem designed to meet unique business challenges.”

What does Digital Specific mean?

According to Innovation Leo Burnett, Digital Specific means crafting solutions that are not just digital for the sake of being digital, but precisely tailored to the brand, its audience, and the platform. “It’s about knowing where, when, and how to engage consumers in ways that drive meaningful action. Instead of a one-size-fits-all approach, we analyse data, audience behaviors, and market trends to create highly targeted, effective, and measurable digital strategies,” the company explains.

This means that rather than just talking about a brand’s values, the company finds ways to bring them to life.

“A prime example is our recent collaboration between Kiabi and Pan Dragomir, which sparked a powerful conversation on body positivity. Kiabi, the popular French fashion brand known for its inclusive collections and commitment to diversity, partnered with Pan Dragomir to deliver a bold response to body shaming. In a viral campaign, Pan confidently embraced her body, showcasing Kiabi’s latest lingerie and loungewear collection. The message was clear: fashion is for everyone, and confidence comes from feeling good in your own skin,” Innovation Leo Burnett says.

According to the company, this is what being Digital Specific looks like; creating content and experiences that don’t just communicate a message but embody it. “Every touchpoint, whether through media, content, or digital experiences, is designed with a clear purpose: to inspire, connect, and convert,” Innovation Leo Burnett notes.

The advantage of a unified approach

At Innovation Leo Burnett, the company’s strength lies in its unified way of working. It doesn't see digital as an isolated function but as part of a seamless ecosystem where strategy, creativity, and execution work together to deliver business results.

According to the company, “Our process is built on three key pillars:

Strategic Insight: We develop the right growth strategies based on deep consumer understanding, leveraging global tools and market expertise.

Creative Excellence: We create dynamic brand experiences that go beyond engagement to shape behavior and build long-term connections.

Optimised Execution: Our data-driven media planning and buying ensure that every campaign delivers maximum ROI, with continuous tracking and refinement.

This integrated model allows us to unlock opportunities that traditional digital-first approaches often miss.”

Proven success in a fast-changing market

With Cyprus emerging as a growing hub for international businesses, many brands face the challenge of balancing global brand identity with local market relevance and, as Innovation Leo Burnett points out, “Our expertise in this area is unmatched.”

By using Starcom’s GrowthOS, a powerful marketing platform designed to drive significant brand growth, alongside Leo Burnett’s HumanKind approach, the company puts people and purpose at the centre of everything it does. “This approach allows us to help leading international and local brands like P&G, Visa, KFC, Kiabi, Audi, Volkswagen, Skoda, Cupra and George Charalambous, optimise their digital presence. It’s not just about advertising. It’s about creating meaningful connections and inspiring action. We deliver measurable impact while staying true to each brand’s DNA,” the company elaborates.

Scaling smarter: Innovation, Strategy, and Impact

It goes on to note that the company’s competitive edge comes from blending global expertise with deep local insights, explaining, “As part of Publicis Groupe, we have access to the latest tools, technologies, and certifications from Google, Meta, TikTok, LinkedIn, and YouTube.

“This allows us to bring world-class innovation to the Cypriot market, helping businesses scale faster and smarter. But more than technology, our success is rooted in a simple philosophy: putting people at the heart of everything we do. Whether through compelling brand storytelling, intuitive digital experiences, or precision-driven media strategies, our goal is always the same: to create impact where it matters most,” Innovation Leo Burnett specifies.

The future of digital is specific

As digital landscapes become more complex, brands must move beyond generic strategies and embrace Digital Specific solutions that are adaptable, intelligent, and results driven.

“At Innovation Leo Burnett and Starcom, we are not just helping brands be present online, we are helping them grow, engage, and lead in their industries with precision, creativity, and the right strategy,” the company elaborates.

Some of its experts also shared their view:

What makes your digital experts stand out?

Xenia: “Being Digital First is good. But being Digital Specific is what drives results. We go beyond platforms and impressions. We create strategies that truly impact behavior and business growth. With our network’s world-class tools, data insights, and a unified way of working, we tailor digital solutions that matter for our local but also international clients, such as P&G, Visa, KFC, Kiabi, Unicars & George Charalambous.”

How does the agency drive client growth?

Constantina: “Our role as true partners in growth for our clients is to develop strategies that deliver real business impact. We combine global best practices with deep local market expertise, to ensure that each brand’s story reaches the right audience in the most effective way. Through strategic media planning and our innovative digital experiences, we craft tailored solutions that drive engagement and measurable success.”

How does creativity enhance digital strategy

Savvas: “We create campaigns that are driven by creativity but backed by data, making sure they truly connect with the right audience. It’s all about helping brands stand out in a way that feels engaging and real—whether that’s through immersive digital experiences or social content that sparks conversation. At the end of the day, we’re here to tell brand stories that matter and make an impact.”

How do you ensure brands get the best ROI?

Maria: “Our media strategy combines real-time data, AI-powered tools, and constant optimisation to ensure every euro spent works harder. We maximise impact across platforms, whether it’s performance marketing, programmatic advertising, or social media buying. At the end of the day, we don’t just want to be seen but to be effective.”

Company Info

Number of Employees: 16

Management Team:

Vasso Vassiliou, CEO

Xenia Chatziioannidou, General Manager

Stavroulla Trokkou Erakleous, Finance Director

Awards and distinctions (in the Digital Sector)

2024 Gold Digital Marketing Award / Best Use of Local Media for Native Advertising for “When You Give, You Receive More” (P&G)

2024 Gold Digital Marketing Award / Best Use of Social Media with a limited budget for “Young Lions Competitions Cyprus 2024”

2024 Silver Carob Award / Digital / Lead Generation, for the National Usage Campaign “Come Closer" for Visa

2024 Silver Carob Award / Digital / Social Media, for the on-going general presence of the local brand Garidakia Charalambous

Bronze Carob Award / Digital Campaign relaunch for the Digital Campaign ”A Cup Full of Tradition” for Cypriot coffee G. Charalambous

Visa Global, “Best Practices Cases Study”, for the 360 campaign “Visa Mobile Payment”

2024 Gold Carob Award / PR / Business & Society, for the project “P&G World Hearing Day” Campaign.

Social Media:

Facebook: https://www.facebook.com/InnovationLeoBurnett

Instagram: https://www.instagram.com/innovationleoburnett/

LinkedIn: https://www.linkedin.com/company/innovation-leo-burnett/

Company Contact Details:

Address: 21, Academias Ave, KEMA Building, 6th Floor, Aglantzia, Nicosia, Cyprus.

Tel: 22378828

E-mail:

General Enquiries - leoburnett@leoburnett.com.cy

New Business - newbusiness@leoburnett.com.cy

Youth Academy Program - youthacademy@leoburnett.com.cy

Local Legends Program - locallegends@leoburnett.com.cy

Web: https://leoburnett.com.cy/