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Leo Burnett

Leo Burnett: The Man and the Agency

Leo Burnett (October 21, 1891 – June 7, 1971) was a pioneering American advertising executive, best known as the founder of Leo Burnett Company, Inc., which evolved into the global powerhouse Leo Burnett Worldwide.

His legacy is defined by a philosophy that placed human emotions and stories at the heart of advertising—famously encapsulated in his belief that "the most creative, most effective, and most powerful work has people at its core."

This approach birthed some of the 20th century's most iconic brand characters and campaigns, transforming how brands connected with consumers.

In 1999, Time magazine named him one of the 100 most influential people of the century.

Early Life and Career

Born in St. Johns, Michigan, Burnett grew up in a rural setting that instilled in him a deep appreciation for everyday people and their stories. He began his career as a journalist, working as a reporter for local weeklies during high school and briefly teaching in a one-room schoolhouse after graduation.

His entry into advertising came in 1914 at the Cadillac Motor Car Company, where an essay on neatness landed him the role of handling their ad copy—a "love affair" with the industry that lasted a lifetime, as described by one of his colleagues.

Burnett honed his craft at agencies like Erwin, Wasey & Co., rising to vice president. By the 1930s, he had developed a reputation for hands-on creativity, often rolling up his sleeves to edit copy with black pencils.

Founding Leo Burnett Company

On August 5, 1935, Burnett launched his agency in Chicago with modest beginnings: $50,000 in working capital, eight employees, and three clients.

Housed initially on the 18th floor of the London Guarantee Building, the firm focused on building emotional bonds between brands and audiences.

Early growth was steady—billing $1 million annually in its first years—but by 1950, it had surged to $22 million, reaching $100 million by the late 1950s.

Burnett's hands-on style set the tone: He was known for his tireless work ethic, often arriving at the office before staff on weekends, and for fostering a collaborative environment where ideas were rigorously refined.

Iconic Campaigns and Characters

Burnett's genius lay in creating relatable, enduring symbols that humanized brands. Some highlights include:

Tony the Tiger (Kellogg's Frosted Flakes, 1952): The energetic tiger who proclaimed the cereal "Grrreat!"—still a staple today.

Marlboro Man (1954): A rugged cowboy archetype that redefined cigarette marketing (though controversial in hindsight for glamorizing smoking).

Jolly Green Giant (1959): Transformed from a hulking cave-man figure into a friendly, booming giant for Green Giant vegetables, with the tagline "Ho, ho, ho."

Pillsbury Doughboy (1965): The giggling, pokeable mascot created by cartoonist Martin Nodell, embodying playful baking joy.

Maytag Repairman (1967): The lonely, bored repairman highlighting the reliability of Maytag appliances.

Other classics: United Airlines' "Fly the Friendly Skies," Allstate's "You're in Good Hands," and long-term partnerships with McDonald's, Hallmark, and Coca-Cola.

These innovations helped clients like Procter & Gamble and General Mills dominate markets, proving Burnett's mantra that great ads "inherent drama" from real human experiences.

The Agency Today: Leo Burnett Worldwide

After Burnett's death from a heart attack in 1971 at age 79 (just hours after pledging to work part-time due to health issues), the agency continued under leaders like Philip Schaff. It expanded globally, acquiring entities like D.B. Brother in Detroit and establishing offices in Indonesia by 2000.

In 2002, Publicis Groupe acquired the company, integrating it into one of the world's largest creative networks.

Today, Leo Burnett Worldwide operates 85 offices with over 8,000 employees, powered by its "HumanKind" operating system—a blend of creativity, data, and technology to drive client prosperity.

It serves blue-chip brands like Samsung, McDonald's, Nintendo, Bank of America, and Campbell's.

Recent work reflects its enduring ethos:

A McDonald's UK campaign ("The Pre-Nug Agreement") celebrating shared nuggets with humorous "contracts" and tray-liner ads.

Samsung's "An Epic Film" with Leo Burnett Dubai, blending storytelling and tech.

Nature Made's pickle-flavored gummy vitamins tied to pickleball, sparking fun cultural debates.

While the Chicago HQ remains a creative hub, some U.S. offices (like New York) have faced restructuring under Publicis, including layoffs in the 2010s.

Legacy

Burnett's influence persists in modern advertising's emphasis on empathy and narrative. As he once wrote in a farewell memo upon retiring in 1967, "When to Take My Name Off the Door"—a reflection on ensuring the agency's soul outlives its founder. Buried in Chicago's Rosehill Cemetery, his name endures not just on doors, but in the cultural fabric of brands worldwide.

Media Man

Best Quotes Of The Day

"Good advertising does not just circulate information. It penetrates the public mind with desires and belief" - Leo Burnett

Leo Burnett: News/News Flashback/Campaigns

News Flashback

Leo Burnett Sydney leads Aussie agency charge at The One Show with three Gold Pencils; Droga5 Sydney and DDB Sydney both score Gold Pencils - 10th May 2014
(Campaign Brief)

Profiles

Agencies Advertising New York Campaign Brief

CREATIVE WEEK, NEW YORK - The One Club has just announced the winners at the Lincoln Center in New York for the 41st Annual One Show Awards, one of the most prestigious worldwide competitions celebrating the year's best in advertising.

Leo Burnett Sydney has led the Australian agency charge securing three Gold Pencil

Awards for Coca-Cola 'Small World Machines' in Interactive, Australian Bureau of Statistics 'Run That Town'

in Interactive and Diageo's Bundaberg 'Road To Recovery' in the Branded Entertainment category.

The agency also scored two Silver Pencils for Coca-Cola 'Small World Machines' in Interactive and Branded Entertainment and one Bronze Pencil in Advertising.

Droga5 Sydney scored one Gold Pencil and one Silver Pencil for Qantas Loyalty 'Stories For Every Journey' in Design and Advertising categories. DDB Sydney won a Gold Pencil for Volkswagen Australia's 'Driver Fatigue Technology' in Advertising. Eardrum has also had a successful evening with its 'Rescue Radio' campaign, produced for Memac Ogilvy Dubai, scoring two Gold Pencils and two Silver Pencils.

Australian agencies picking up Silver Pencils include GPY&R Melbourne for Defence Force Recruiting 'The Poster Exam' in Advertising, iris Worldwide Australia for adidas New Zealand 'adidas All Blacks all undefeated' in Interactive and MediaCom Australia for Westpac 'Air Rescue' in Branded Entertainment.

Bronze Pencil winners from Australia are 444275781_640.jpgReactive Sydney for Save Our Sons / The Duchenne Foundation 'The Most Powerful Arm Ever Invented' via Havas Worldwide Sydney / Red Agency and Finch in Interactive, Clemenger BBDO Melbourne for Tourism Victoria 'Melbourne Remote Control Tourist' via Tool of North America LA and Exit Films Melbourne in attention-powered-car-test_6kldn_2y2fpy.jpgInteractive, Finch and JWT Sydney and Perth for RAC 'Attention-Powered Car' in Intellectual Property, DDB Melbourne for Devondale Dairy Soft 'Stepdad Steve' in Advertising, BMF Sydney for The Footpath Library / Random House 'Mailbooks For Good' in Design and Havas Worldwide Australia for Save Our Sons / The Duchenne Foundation 'The Most Powerful Arm Ever Invented' via Reactive / Red Agency / Finch in Advertising.

VIEW GOLD PENCIL WINNERS - One Show Gold Winners 2014.xls
VIEW SILVER PENCIL WINNERS - One Show Silver Pencils 2014.xls
VIEW BRONZE PENCIL WINNERS - One Show Bronze Pencils 2014.xls

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