Leo Burnett: Advertising Visionary

Leo Burnett founded his Chicago-based agency in 1935, defying Madison Avenue norms. He rejected gimmicks and celebrity endorsements, focusing on the product itself, enhanced with striking visuals, real information, and humor.

Just like David Ogilvy, Leo Burnett generally avoided using celebrity spokespeople.  Instead, he fabricated his spokespeople, conceiving memorable brand symbols, “characters” that have become ingrained in the American psyche.

Creating the face of a brand

Burnett created iconic brand characters like Tony the Tiger, Charlie the Tuna, the Jolly Green Giant, the Pillsbury Doughboy, the Keebler Elves, and Morris the Cat. His Marlboro Man campaign transformed Marlboro into the world’s top-selling cigarette.

He also crafted enduring slogans: “You’re in good hands with Allstate” and “Fly the friendly skies of United.”

Burnett’s core belief? The most powerful advertising connects with people’s needs, hopes, and dreams.

Hard to argue with that.