This article is for quizzes on Thursday February 16th...
Leo Burnett (October 21, 1891 – June 7, 1971) was an American advertising executive and the founder of Leo Burnett Company, Inc.. He was responsible for creating some of advertising's most well-known characters and campaigns of the 20th century, including Tony the Tiger, Charlie the Tuna, the Marlboro Man, the Maytag Repairman, United's "Fly the Friendly Skies," Allstate's "Good Hands," and for garnering relationships with multinational clients such as McDonald's, Hallmark and Coca-Cola. In 1999, Burnett was named by Time Magazine as one of the 100 most influential people of the 20th century.
St. Johns, Michigan, on October 21, 1891 to Noble and Rose Clark Burnett. Noble ran a dry goods store and as a young man, Burnett worked with his father, watching Noble as he designed ads for the business. After high school, Leo went on to study journalism at the University of Michigan and received his bachelor's degree in 1914.
In 1935, Leo founded the Leo Burnett Company, Inc. in a suite at the Palmer House in downtown Chicago. Soon after, the operation moved to the 18th floor of the London Guarantee Building. Today, the agency has 9,000+ employees in over 85 offices globally.
In December 1967, nearing the end of his career, Leo Burnett delivered his famous "When To Take My Name Off The Door" speech at the agency's annual holiday gathering.
Leo Burnett used dramatic realism in his advertising, the Soft sell approach to build brand equity. Burnett believed in finding the inherent drama of products and presenting it in advertising through warmth, shared emotions and experiences. His advertising drew from heartland-rooted values using simple, strong and instinctive imagery that talked to people. He was also known for using cultural archetypes in his copy, by creating mythical creatures that represented American values. This is evident on such campaigns as Jolly Green Giant, Tony the Tiger, Pillsbury Doughboy and more famously the Marlboro Man.