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LEO BURNETT And Leo Burnett Worldwide. Profile. Advertising executive famous for creating icons such as the Jolly Green Giant, the Marlboro Man, Morris the Cat, the Pillsbury Doughboy, the 7up "Spot", and Tony the Tiger.
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LEO BURNETT And Leo Burnett Worldwide
Profile • Advertising executive famous for creating icons such as the Jolly Green Giant, the Marlboro Man, Morris the Cat, the Pillsbury Doughboy, the 7up "Spot", and Tony the Tiger. • Founded the Leo Burnett Worldwide and the Chicago School of Advertising. • Was able to revolutionize the advertising industry. • Named by Time magazine as one of the 100 most influential people of the 20th century. • Inducted into the Copywriters Hall of Fame • Born on Oct. 21, 1891 • Oldest son of Noble and Rose Burnett. • It was through his father that he was introduced to advertising. • Started working at the age of 12. • Took up Journalism at the University of Michigan. • Used to work as a reporter before engaging himself in the advertising field. • Married Naomi Geddes with whom he had 3 children.
First steps in the advertising world: • Cardillac Motor Company • La Fayette Motors of Indianapolis • Homer McKee • Erwin, Warsey & Co. • Leo Burnett Company, Inc. - Aug. 5, 1935 • 44 years old • His motivation: Produce better ads.
Highlights of Leo Burnett’s Advertising Career • In August 5, 1935 after borrowing against life insurance and mortgaging his home, Leo Burnett created his first agency in Chicago. • Kellogs Corn Soya (1949) • The agency’s first multi-brand, global partnership with the Kelloggs Company • In 1939 America gets a taste for Leo’s bold style with his campaign for the American Meat Institute. • The work wins Leo his first $1 million and trumps the pitches of 28 other agencies. • Tony the Tiger (1951) • Burnett intoduced Tony the Tiger as mascot and champion of Kellog’s Frosted Flake.
1955 – Reflecting the true spirit of the American male iconic Marlboro Cowboy rides into the town in a print ad called The Sheriff. • 1962 - Leo buys the control of Legget-Nicholson and Partners Ltd. • 1967 – Leo merges his agency with D.P. Brother & Co. • 1970 – Burnett acquired Jacskon Wain & Co., and brought its people focus to Singapore, New Zealand, Hong Kong and Malaysian markets. • In 1967 Leo delivered When to take my name off the door at the annual Burnett Breakfast. Written as he stepped down as chairman of the board. • In June 7, 1971 Leo Burnett died.
Creative Works Marlboro Man • 1954 • Figure used in tobacco advertising campaign for Marlboro cigarettes. • Image involves a rugged cowboy in nature with only a cigarette. • Ads were originally conceived as a way to popularize filtered cigarettes, which at the time were considered feminine. • One of the most brilliant ad campaigns of all time • Led to the "Marlboro Cowboy" and "Marlboro Country" campaigns Jolly Green Giant • Minnesota Canning Company • First appeared in advertisements in 1928 • Name originally came from a variety of unusually large pea called the "Green Giant" that the company canned and sold. • Image based on folklore and is familiar to many consumers. • Because of the power of this icon, the company soon renamed itself Green Giant.
Creative Works Pillsbury Doughboy Toucan Sam Charlie The Tuna Tony The Tiger Morris The Cat 7Up Spot
Leo Burnette Worlwide: History First Year • Aug, 5, 1935, Chicago • $50,000 and several employees from Erwin Wassey • Created superior advertising for 3 accounts: Minnesota Valley Canning Company, Hoover, and Realsilk Hosiery Billings. • Generated $600,00, one-third less than the anticipated. 1941 Wartime Advertising Council • Used advertising to sell bonds, increase food production, enlist school teachers, collect scarp metals and meet other wartime needs. • Leo Burnett pledged himself to creativity of the greater good. • He went on to serve as Chairman of the Advertising Council, and the agency’s commitment to public service advertising continues to this very day.
1960 Leo Burnett Company, Inc.’s 25th Anniversary • 7th largest agency in the US. • Billing were $100 Million, 900 employees, 24 clients on roster. 1971 Leo died of heart attack. He was 79 years old then. Today, more than 30 years after his death, Leo Burnett’s strategies and principles remain relevant. His relevance on world advertising is persuasive, and the company is proud to have kept his name on their door.
Publicis Groupe S.A. provides traditional advertising, media services, and specialized agencies and marketing services (SAMS) to national and multinational clients. • Products • Services • Brands Leo Burnett Worldwide, comprising the Leo Burnett brand agency and marketing partner Arc Worldwide, is a subsidiary of the PublicisGroupe. • International agencies • Digitas • Phonevalley • Publicis Worldwide • Manning, Selvage & Lee • Publicis Consultants • Saatchi&Saatchi
in Publicis Leo Burnett’s Approach in Publicis • strategic thinking • technological innovation • creative ideas
Creative Philosophy and Humankind Approach • Burnett followed Walter Lippmann Walter Lippmann • Until his time, advertising centered on long text descriptions of the product, with detailed arguments as to why it was better than competing products. Burnett concentrated on style, creating icons as a symbol of the product. • He stressed that the creator of an ad needed to somehow capture and reflect what he called the "inherent drama" of the product.
Creative Philosophy and Humankind Approach • One of his most important uses of internal corporate symbols were the red apples placed on every receptionist's desk. • Another important internal symbol Leo Burnett created was an icon of a 'hand reaching for the stars' • “When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either". • A third symbol was the "black pencil", an Alpha 245 of the type commonly used by Burnett in his lifetime. • commitment to the warmth and humanity of ideas, and to the work of the people who • create them.
Additional Info • Burnett was one of the developers of what has been called the “Chicago school of advertising.” Its objective was to build an advertisement around the inherent importance or appeal of a product itself rather than around clever copy or a catchy slogan. • The "black pencil", an Alpha 245 of the type commonly used by Burnett symbolizes his commitment to the warmth and humanity of ideas, and to the work of the people who create them.