Mention some of the world's best known advertising icons and chances are a number of Leo Burnett's creations will spring to mind. The line-up includes Kellogg's Tony the Tiger roaring how “gr-r-r-reat” Frosties taste, the Pillsbury doughboy, the Jolly Green Giant and the lonesome cowboy trekking the plains on his horse and smoking Marlboro.

The agency blurb says the Leo Burnett philosophy is not just about recognition, it is also to do with brand, by building a rapport between producer and buyer and agency and client. Of its 31 accounts in the US, half of them have been at the agency for at least 20 years. The Chicago-based network claims to be the world's 10th largest ad agency.

Enough of the hype. When Shane McGonigle joined what was then CDP the going was tough and the Ballsbridge agency was struggling. As he put it, they experienced a “McConnellesque-type run”, albeit on a comparatively lesser scale. They lost three big accounts in six months – Permanent TSB, the ESB and Aer Rianta (now the DAA).

Things stayed downbeat until 2008. McGonigle benefited from the experience of working with CDP directors Peter O'Keeffe and Breand