Download Leo Burnett Worldwide

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:
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•
•
•
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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.
• 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.
•Kellogs Corn Soya
(1949)
The agency’s first
multi-brand, global
partnership with the
Kelloggs Company
•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
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.
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
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 Publicis Groupe.
•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
Worldwide Clients
Worldwide Clients
Worldwide Clients
Worldwide Clients
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.