Leo Burnett
Overview
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
executive who created the Jolly Green Giant, the Marlboro Man
Marlboro Man
The Marlboro Man is a figure used in tobacco advertising campaign for Marlboro cigarettes. In the United States, where the campaign originated, it was used from 1954 to 1999. The Marlboro Man was first conceived by Leo Burnett in 1954. The image involves a rugged cowboy or cowboys, in nature with...
, Toucan Sam
Toucan Sam
Toucan Sam is the cartoon mascot for Froot Loops breakfast cereal. The character has been featured in advertising since the 1960s. He exhibits the ability to smell out Froot Loops from great distances and invariably locates a concealed bowl of the cereal while intoning, "Follow my nose! It always...
, Charlie the Tuna
Charlie the Tuna
Charlie the Tuna, the cartoon mascot tuna for StarKist Tuna, was created by Tom Rogers of the Leo Burnett Agency after StarKist hired Leo Burnett in 1961. StarKist Tuna is the name of a brand of tuna currently owned by Dongwon Industries....
, Morris the Cat
Morris the Cat
Morris the Cat is the advertising mascot for 9Lives brand cat food, appearing on its packaging and in many of its television commercials. A large orange tabby tom, he is "the world's most finicky cat", and prefers only 9Lives brand, making this preference clear by means of humorously sardonic...
, the Pillsbury Doughboy
Pillsbury Doughboy
Poppin' Fresh, more widely known as the Pillsbury Doughboy, is an advertising icon and mascot of The Pillsbury Company, appearing in many of their commercials. Many commercials from 1965 until 2004 conclude with a human finger poking the Doughboy's stomach...
, the 7up "Spot", and Tony the Tiger
Tony the Tiger
Tony the Tiger is the advertising cartoon mascot for Kellogg's Frosted Flakes breakfast cereal, appearing on its packaging and advertising. More recently, Tony has also become the mascot for Tony's Cinnamon Krunchers and Tiger Power...
.
He was named by Time
Time (magazine)
Time is an American news magazine. A European edition is published from London. Time Europe covers the Middle East, Africa and, since 2003, Latin America. An Asian edition is based in Hong Kong...
magazine as one of the 100 most influential people of the 20th century.
Born in St. Johns, Michigan
St. Johns, Michigan
As of the census of 2000, there were 7,485 people, 2,994 households, and 1,999 families residing in the city. The population density was 1,909.1 per square mile . There were 3,148 housing units at an average density of 802.9 per square mile...
, he studied journalism
Journalism
Journalism is the practice of investigation and reporting of events, issues and trends to a broad audience in a timely fashion. Though there are many variations of journalism, the ideal is to inform the intended audience. Along with covering organizations and institutions such as government and...
at the University of Michigan
University of Michigan
The University of Michigan is a public research university located in Ann Arbor, Michigan in the United States. It is the state's oldest university and the flagship campus of the University of Michigan...
. His first job was as a reporter at the Peoria Journal in Peoria, Illinois
Peoria, Illinois
Peoria is the largest city on the Illinois River and the county seat of Peoria County, Illinois, in the United States. It is named after the Peoria tribe. As of the 2010 census, the city was the seventh-most populated in Illinois, with a population of 115,007, and is the third-most populated...
.
In 1917, he moved to Detroit, where he went to work for the Cadillac Motor Company as a copywriter and became advertising manager in 1919.
Quotations
Fun without sell gets nowhere, but sell without fun tends to become obnoxious.
You have come to a place which doesn't tolerate anything but the best. You have come to a place where you can be heard. You have come to a place where you can grow.
I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.
Quote 38
Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
Quote 65
Friction makes sparks and sparks start creative conflagrations.
Quote 93
I am often asked how I got into the business. I didn't. The business got into me.
Quote 100