The Ideology of Leo Burnett

“There is an inherent drama in every product. Our No.1 job is to dig for it and capitalize on it.”– Leo Burnett

One of the most famous men in advertising is the master of creativity, the inventor of the most captivating ad campaigns, and performed one of the most risky moves in ever done in advertising. This wonderful man goes by the name of Leo Burnett. He is the creator of multiple advertising campaigns including; Tony the Tiger for Frosted flakes, Charlie the Tuna for Star-Kist fish cannery, The Jolly Green Giant for Green Giant vegetables, Pillsbury Doughboy for Pillsbury company and many, many more!

Leo Burnett first found his talent for advertising at the ripe young age of 25. When realized how many possibilities there were in the advertising field, he quit his newspaper reporter job in Peoria, Illinois and moved to Detroit in 1917. In Detroit he became a copywriter for Cadillac Automobiles and climbed the corporate ladder to become The Cadillac Advertising Manager. Being Head Advertising Manager was not enough for Mr. Burnett, he wanted to become the leader of his own Advertising Agency and he would make the riskiest business decision in advertising history!

1935: the depression era, Leo Burnett walks into a local Chicago bank and asks for 50,000 US dollars. Mr. Burnett used such funds to create his own Advertising Agency by the name of Leo Burnett Company. His company continued to grow (annual income of 100 million) and is still a leader in advertising today. Leo Burnett company continues to make different advertisements using either: the Jolly Green Giant, the Pillsbury Doughboy, Tony the Tiger, and the Marlboro Man.

Leo Burnett focused on “soft sell”; he wished to show you the product without any contests, premiu...

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...nd it is evident that he had lived and died by that quote. Burnett had always simply found the truth in his product (inherent drama) and focused on it in his advertisements by using good quality artwork to build brand equity.

Back in the 19th century, it was dominated by the copy-heavy ads with extensive product descriptions and selling arguments, however, Leo Burnett developed new humble icons that came to symbolize simple hearty product benefits for the 20th-century consumer. Mr. Burnett is one of the most successful advertising executives and was among the most 'creative' men in the advertising business. Leo Burnett was named one out of one hundred in Time Magazine’s most influential people in the world. Burnett deserves this highly –renowned title for he has revolutionized the advertising world with his unique creative processes and his inventive philosophies.