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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

IMG

Sports Business: Digital

Report: YouTube the priority platform for sports industry

November 2025

Sports marketing agency IMG has launched its Digital Trends Report 2026, exploring the technologies and developments that will shape the sport and media landscape for rightsholders over the next 12 months. Featuring insights and analysis from IMG’s global team of digital experts, this year’s predictions explore the disruption of content distribution, Amazon’s unique position in the sports value chain, and the concept that more is more, all underpinned by the disruptive force of AI.

The report, now in its eighth year, has once again ranked the 12 most influential third-party media platforms for the global sports industry. For the first time, the power rankings also feature a list of the most important platforms for engaging audiences in China, in recognition of the tailored approach required to reach and engage sports fans in the market. The platforms are ranked based on a detailed analysis of their audience profile and growth, commercial potential, and the functionality they offer rightsholders and users, and more.

This year’s edition has crowned YouTube as the priority platform for the sports industry for the second year running, due to its ability to reach new audiences across a variety of media formats, drive revenue, and deliver audience analytics, followed by Instagram, TikTok and Facebook. Spotify has broken into the list for the first time, in recognition of the platform’s potential for the sports industry and the increasing cultural crossover between sports and entertainment. Meanwhile, Douyin comes out top in China.

IMG’s SVP & Managing Director, Digital, Lewis Wiltshire said: “This year represents our most global trends report to date, capturing insights from our team of more than 200 digital experts across five continents. Each edition has reflected the evolution of our digital world, and for the first time you’ll see AI is threaded throughout our predictions as the heart of all change for our industry. But amidst the technological advances, we predict that human creativity and local insight will matter more than ever as we move into 2026. Our decision to spotlight the particular opportunities for engaging digital audiences in China recognises the region’s unique digital landscape and cultural insights, allowing our report to offer sport federations, leagues, teams and brands a truly global outlook.”

Headline predictions from the report include:

More is more is more: The age of quality over quantity is over. Sports brands can no longer rely on infrequent, polished content. They must publish high-quality, high-volume material across every platform all the time. Success lies in being consistently visible, authentic, and responsive, using AI to streamline workflows but investing heavily in creative talent and resources. The brands that scale up production without sacrificing purpose or originality will dominate attention and engagement.

Do all roads lead to Amazon? Amazon now sits at the intersection of sports, technology, and fan experience. From AWS-powered AI insights to live streaming and integrated commerce, its ecosystem connects rights, data, and retail like no other. To stay competitive, rightsholders must develop platform-specific Amazon strategies, address data governance and IP ownership, and design content tailored for its AI-driven, commerce-first environment where content and transaction blend seamlessly.

Handling discovery when fans outsource decision-making: AI assistants and agentic search tools are increasingly deciding what fans see, buy, and attend, removing human choice from discovery. As zero-click searches and AI summaries dominate, sports brands risk being invisible unless they adapt. The new discipline of Generative Engine Optimisation (GEO) demands authoritative, structured, human-authored content that AI agents can trust and cite. Future success means becoming the verified source that machines, not just people, recommend.

Main character energy: The digital era favours people over institutions, with fans following creators not corporations. As platforms prioritise individual voices, sports organisations must develop on-camera talent, empower players and creators, and embrace two-way communication to build parasocial trust. Those that humanise their brands and collaborate with creator ecosystems will stay relevant, while those that cling to traditional broadcast control risk cultural obscurity.

The world speaks one language: Real-time AI translation has made content globally accessible, but not culturally meaningful. True localisation still depends on human understanding of tone, humour, and relevance. To resonate worldwide, sports brands must maintain quality control, invest in regional ambassadors, and create locally authentic narratives rather than relying on machine-translated messaging. Being local as well as fluent is now the key to global growth.

The short form fallacy: Short form video dominates feeds, but mistaking virality for value is a strategic trap. While Shorts, Reels, and TikToks are vital for discovery, long-form content builds fandom, retention, and revenue. Modern audiences crave depth, not just dopamine hits. Sports organisations must balance formats, using short clips to attract attention but guiding fans toward podcasts, live streams, and storytelling that sustain engagement and emotional connection.

Gen Alpha stake their claim on RedNote: In China, Gen Alpha’s internet revolves around Xiaohongshu (RedNote), a hybrid of search, social, and shopping that has become the country’s discovery engine. For global sports brands, an authentic presence there is non-negotiable. Winning on RedNote means building trust through native, community-driven content, collaborating with local creators, and optimising for AI-based discoverability. In this ecosystem, influence is earned through authenticity, not advertising.

The 2026 Platform Power Rankings are as follows:

Platform Power Rankings: China
Douyin
WeChat
Kuaishou
RedNote
Weibo
Bilibili

Platform Power Rankings: Rest Of World
YouTube
Instagram
TikTok
Facebook
X
Reddit
Spotify
WhatsApp
Snapchat
Twitch
Substack
Threads

News, Markets, Biz, Politics, Mining, Media, Marketing, Culture: Australia and World

December 2025

December 2

Markets

Australian Dollar: $0.6540 USD (flat)
Iron Ore: $103.85 USD (up $1.65 USD)
Oil: $59.48 USD (up $0.93 USD)
Gold: $4,237.89 USD (up $18.66 USD)
Copper: $5.2730 USD (down $0.0050 USD)
Bitcoin: $86,640.57 -0.14%
Dow Jones: 47,396.45 (down 319.97 points close)

News

Minerals partner to help take on China

The Australian Nuclear Science & Technology Organisation's pilot rare earth processing facility at Lucas Heights in Sydney is slated to commence operating in early 2026. The federal government has advised that Australian Rare Earths will be the first industry partner fro the new ANSTO facility. Resources Minister Madeleine King says the appointment of the program's first partner will enhance national security initiatives and support the governments Future Made in Australia strategy. It will also enable Australian Rare Earths to accelerate the development of its Koppamurra ionic-clay project in South Australia. (RMS)

News

New Eraring extension on cards

Origin Energy's Eraring coal-fired power station was originally slated to close this year, but the company struck a deal with the NSW government in 2024 to keep the plant operational until August 2027. However, a report from the Australian Energy Market Operator has prompted speculation that Eraring's operating life may need to be extended again. The AEMO has warned that NSW could potentially face power blackouts if Eraring is closed on schedule, noting that grid-stabilising synchronous condensors are unlikely to be installed before then. Premier Chris Minns says his government is open to further delaying Eraring's closure. (RMS)

News

Critical minerals boom yet to take off as gold hogs investment

PwC's 2025 Aussie Mine report notes that 124 critical minerals projects nationwide are stuck in a 'holding pattern' between discovery and production, with investor preferring the safe haven of gold. Few of these critical minerals projects have a publicly disclosed net present value of at least $1bn. The PwC report also notes that the 'investable universe' - critical minerals projects that are considered to be attractive by commercial investors - has increased by a net seven projects in the last year. These are dominated by copper, nickel and lithium. However, copper remains excluded from Australia's critical minerals list and is therefore not eligible for production tax credits. (Roy Morgan Summary)

Dec 1

ASX tipped for solid start ahead of GDP data

Futures pricing suggests that Australian equities will gain about 0.1 per cent when the market opens on Monday, following a positive lead from Wall Street. The release of GDP data for the September quarter is set to be a key focus for local investors in the coming week, as they seek guidance on the outlook for official interest rates. Inflation data released last week has heightened speculation that the next rate move may be up rather than down. The S&P/ASX 200 shed 0.37 per cent to close at 8,614.1 points on Friday, and it fell by three per cent in November. (RMS)

News

Nov 28

Gold may have doubled, but miners a gamble

Factors such as its 'safe haven' staus and record buying by central banks have seen the price of gold rise by more than 50 per cent so far in 2025. The share prices of Australian-listed gold producers have also rallied during 2025, and some have posted solid returns over the last decade. However, analysis shows that just 100 of the 172 listed gold miners in 2015 are still in business now. Meanwhile, about 40 per cent of the survivors have posted a negative return over the last 10 years. (RMS)

News

'Bloodbath': Black Friday deals pose a dilemma for small business

Australians are expected to spend nearly $7bn over the four days of the Black Friday and Cyber Monday sales, and up to $39bn over the month of November. Indeed, Black Friday has evolved to essentially become a one-month sales event, and there is a growing expectation among consumers that every store will offer big discounts. However, Black Friday is challenging for many small businesses, which simply cannot match the deep discounts of large retailers. This is highlighted by research from the Council of Small Business Organisations; it found that 60 per cent of small business owners do not pay themselves at least occasionally, while 25 per cent have used their personal savings to stay afloat. (RMS)

News

Australia's Most Trusted and Distrusted Brands + The Retail Landscape

Join Roy Morgan CEO Michele Levine to discover Australia's most Trusted and Distrusted brands; how traditional retail brands are being impacted by Temu, Shein, and AliExpress; how the dramatic shift to low prices is affecting discount department stores like Kmart and Big W; whether Amazon has finally become the digital category killer, impacting Myer, JB Hi-Fi and Harvey Norman; whether Coles and Woolworths are finally showing real signs of reputational recovery; and whether the retail sector seeing a rise in distrust amid all the upheaval. (Roy Morgan Summary)

News

Media and Marketing

Sport keeps TV afloat as Seven pips Nine

The Seven Network has become Australia's top-rating commercial free-to-air broadcaster for a fifth consecutive year. Seven's national audience share across the 2025 rating year was 41.6 per cent, ahead of the Nine Network on 40.5 per cent. Seven's total audience share across all five free-to-air networks was 29.4 per cent, followed by Nine (28.7 per cent), the ABC (21.5 per cent), Ten (12.6 per cent) and SBS (7.7 per cent). Nine's live coverage of the NRL Grand Final was the highest-rating program for the year, with a record 4.56 million viewers; the AFL Grand Final attracted a total audience of 4.18 million. (RMS)

News

The Age misses mark on AFL deal

A spokesman for DAZN says the UK-based sports-focused streaming company "categorically refutes" a recent media report which suggested that it could seek to renegotiate Foxtel's current seven-year AFL broadcasting rights deal. The Age reported last week that unnamed sources had claimed that DAZN believes it is paying too much for the AFL rights. Foxtel was acquired by DAZN earlier in 2025, in a deal that is said to have been worth about $3.4bn. (RMS)

News

News media eyes $600m yearly boost

Google, Meta, Microsoft, TikTok and Apple are estimated to have had combined revenue of $41bn in Australia during fiscal 2024. They could potentially pay local news publishers about $610m a year via the federal government's News Bargaining Incentive, which will penalise technology companies that fail to secure content deals with the nation's news publishers; based on the revenue of the 'big five', the financial penalty for not striking such deals could be around $920m a year. The NBI would apply to all digital platforms that operate "significant" social media or search services, even if they do not feature any news content. (RMS)

News

Magazine stable faces carve-up

Private equity firm Mercury Capital still hopes to sell the whole of Are Media to a single buyer. However, sources at Are have said there is speculation within the publisher that several potential suitors have expressed interest in selectively buying some magazine titles, and shunning the less profitable ones. Mining magnate Andrew Forrest is said to have been approached about buying the flagship Australian Women's Weekly via his family company, Tattarang, which already owns the RM Williams magazine. (Roy Morgan Summary)

News

AI threat slashes billions from classifieds giants

Jarden analyst Tom Beadle has downplayed the risks that online classified advertising groups are facing due to the growing use of artificial intelligence platforms. He contends that AI companies are unlikely to develop a 'killer application' that will disrupt the business of Real Estate Dotcom Dot Au http://realestate.com.au owner REA Group in the near term. However, REA Group's market capitalisation has fallen by nearly $9bn since August, while CAR Group - which owns Car Sales http://carsales.com.au - has shed 16 per cent of its value. Nevertheless, there are fears that AI platforms will be increasingly used to directly search for jobs, homes or cars. (RMS)

News

Nov 28

Free entry gets museum record-breaking visitors

Analysis of the annual reports of museums in Australia shows that consumers continued to embrace the nation's cultural institutions in 2024-25. Museums Victoria had the highest patronage, with 1.93 million visitors during the financial year; however, this was 13 per cent lower than previously. Meanwhile, Western Australia Museum was the nation's second-most-visited museum, with visits to its three sites rising by 21 per cent year-on-year to 1.2 million. WA Museum chair Sheila McHale notes that visitor numbers were boosted by the state government's decision to waive entry fees during the 2024-25 summer. (RMS)

News

Mining/Resources/Energy

Nov 28

Inside the battle for BHP's future

There is growing speculation that BHP's CEO Mike Henry is preparing to step down after six years in the role. However, BHP's merger talks with Anglo American last week showed that Henry is still deeply engaged in high-stakes strategic endeavours, rather than easing into retirement. Potential internal candidates to succeed Henry when he eventually steps down include Geraldine Slattery, Rag Udd, Vandita Pant and Catherine Raw. Meanwhile, some BHP directors believe that the resources group should simplify its commodities portfolio by exiting the coal sector and focusing on copper; indeed, analysis shows that both BHP and Rio Tinto have underperformed those of pure-play copper mines in recent years. (RMS)

News

Nov 28

Bitcoin stalled at a critical resistance

Market Overview
The crypto market cap corrected by 0.4% to $3.10T, pausing the cautious rebound from last Friday. Yet we can’t talk about the rebound running out of steam, as there was strong growth the day before. But we do not see any increase in optimism, as just about one in seven coins has gained in the last 24 hours, compared to a decline for most.

The sentiment index rose to 25, the threshold for exiting the territory of extreme fear, despite the latest round of weakness. The index’s dynamics are likely to attract buyers who were eager to enter the market but were waiting for a discount after the highs were set in early October.

Bitcoin has fallen below $ 91K, stabilising near the 61.8% Fibonacci retracement level of the decline since November 11th. The area near $90K was significant for the market about a year ago, serving as support for the correction after the growth momentum in early November. There is some risk that it will now act as resistance, reinforcing the bearish signal of a possible end to the rebound. A rise above $95K would signal a victory for the bulls and a return to a bull market, while a decline below $87K could open the way to $80K, driving the market into a depression.

News Background

Kronos Research describes the current dynamics as a classic rebound from oversold conditions. The market has cleared out excess long positions, creating room for growth, according to Presto Research.

Futures and options data point to a return of bullish sentiment. The market is ‘ready for growth’ after speculative longs were closed over the past two weeks, according to GSR.

According to CryptoQuant, in November, the Binance crypto exchange increased its stablecoin reserves to a record $51.1 billion. The growth of this indicator can be seen as a positive factor for the crypto market.

The potential exclusion of Strategy from the S&P 500 index and continued outflows from spot crypto ETFs could bring back bearish sentiment and trigger sell-offs, warns QCP Capital.

Bolivia will include cryptocurrencies and stablecoins in its national financial system to modernise it.

Cryptocurrencies will be allowed to be used as a means of payment, savings accounts, credit products and loans. The authorities’ decision is a result of the country’s challenging economic situation. (FxPro)

News

Heavy Industry News

Mack Trucks wins Media Man 'Truck Manufacturer Of The Month' award

Caterpillar wins Media Man 'Heavy Equipment Manufacturer Of The Month' award

Bingo Industries wins Media Man 'Construction Brand Of The Month' award

Elders wins Media Man 'Agribusiness Of The Month' award

Landman wins Media Man 'Streaming Series Of The Month' award (Oil/mining industry based story via Paramount Plus)

Jim's Mowing wins Media Man 'Franchise Of The Month' award

News

Pop Culture Flashback

Citizen Kane (1941)

Directed by Orson Welles | Written by Orson Welles & Herman J. Mankiewicz | Cinematography by Gregg Toland
Why it’s considered one of the greatest films ever made:
Revolutionary storytelling: Non-linear structure jumping through multiple perspectives and timelines — decades before it became common.

Iconic moments/lines:

“Rosebud…”

The campaign speech with the giant Kane poster

The slow push-in on young Charlie playing in the snow as his future is decided

“Old age… it’s the only disease, Mr. Thompson, that you don’t look forward to being cured of.” (Bernstein)

News

Salt of the Earth (1954)

Mexican workers at a zinc mine call a general strike. It is only through the solidarity of the workers, and importantly the indomitable resolve of their wives, mothers, and daughters, that they eventually triumph.

News

Sarah's Oil

Sarah's Oil is a 2025 American biographical drama film inspired by the true story of Sarah Rector, an African American girl born in 1902 in Oklahoma Indian Territory. At just 11 years old, Rector inherited 160 acres of seemingly barren land from the Muscogee (Creek) Nation allotment. Believing—through faith and intuition—that oil lay beneath it, she fought off greedy speculators and corrupt oil magnates to develop the property, which turned out to be rich in resources. This made her one of the first female African American millionaires in U.S. history, earning her the nickname "the richest colored girl in the world." The film draws from the 2014 book Searching for Sarah Rector: The Richest Black Girl in America by Tonya Bolden and highlights themes of faith, perseverance, family, and resilience amid racial injustice during the early 20th-century oil boom.

Filming: Principal photography took place in Oklahoma starting in July 2024.

Release: Premiered in U.S. theaters on November 7, 2025, distributed by Amazon MGM Studios (moved up from a planned Christmas Day slot).

Runtime: 1 hour 43 minutes.

Best Quotes

The best and biggest gold mine is in between your ears."

"You are a gold mine of potential power. You have to dig to find it and make it real."

"Your mind is like a gold mine, if you dig deep you will find something golden."

"Don't die without mining the gold in your mind."

"We're like goldfields. Until we dig deep to find what's inside us, our true potentials may be hidden forever."

"If you want to find gold, you've got to love the process of digging."

"Even if you're sitting on a gold mine, you still have to dig."

"Develop men the same way gold is mined"

"Don't go into the mine looking for dirt; instead, go in looking for the gold."

"A prospector's job is to remove dirt as quickly as possible"

"A prospector who analyses every speck of dirt won't find much gold"

"The world is sitting on a gold mine but knows it not." "Make new friends, but keep the old; Those are silver, these are gold."

"All that is gold does not glitter."

"Gold is forever. It is beautiful, useful, and never wears out"

"Gold is the money of kings"

"Mining is the art of exploiting mineral deposits at a profit. An unprofitable mine is fit only for the sepulcher of a dead mule."

"Anyone can find the dirt in someone. Be the one that finds the gold."

"True gold fears no fire."

"The desire of gold is not for gold. It is for the means of freedom and benefit."

"Make new friends, but keep the old; Those are silver, these are gold."

"When taken for granted, gold in one's hand is sometimes considered like cheap copper – so are people."

Media Man

Roy Morgan wins Media Man 'News Services Provider Of The Month' award; Runner-ups: X, Google News, Yahoo! Finance

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