Introduction to Communication Digital Contents 20102616 Lee Ye eun
The Jolly Green Giant, the Marlboro Man, and countless other brand characters were created by ad men. Actually, those two characters — inaddition to Toucan Sam, the Pillsbury Doughboy, Tony the Tiger, the 7UP “Spot,” and many others — were created by one ad man.
Leo Burnett was born on October 21, 1891, in St. Johns, Michigan, He attended the University of Michigan, receiving a bachelors degree in 1914. His first job was as a police reporter for a newspaper in Peoria, Illinois. On August 5, 1935, Burnett founded the Leo Burnett Company, Inc., in Chicago with $50,000 and several creative employees . The first years were hard. The Leo Burnett Companys first accounts were "womens products," including The Hoover Company, Minnesota Valley Canning Company, and Realsilk Hosiery Mills.Biography The company billed less than $1 million in 1935-36. By the end of World War II, Burnetts billings began to increase, more than doubling to $22 million in 1950. By 1954, they doubled again to $55 million. Burnetts success increased for a number of reasons. He hired Richard Heath, who promoted the agency and brought in new, bigger clients, including Kellogg, Pillsbury, Procter & Gamble, and Campbell Soup. They were attracted by Burnetts creative ads.
Though the company and its clients had grown exponentially, Burnett remained very involved with his company. He headed the planning board, through which every ad had to pass. Burnett wanted to ensure consumers focused on the product, not the ad. Though he was in charge, the atmosphere at the agency was a true collaborative process. In the 1960s, Burnett received the recognition of his peers, as his ideas became more widespread and affected the industry as whole. In 1961, Burnett was one of the four original inductees into the Copywriters Hall of Fame. Burnett died of a heart attack on June 7, 1971, at his home in Lake Zurich, Illinois. He was buried in the RosehillBiography Cemetery of Chicago. At the time of his death, the Burnett Company had over $400 million in billings that year, and was the fifth largest advertising agency in the world. Burnetts most famous characters became a part of the American vernacular. They included the Jolly Green Giant, Morris the Cat, the Pillsbury Doughboy, the Marlboro Man and Tony the Tiger. Many of his advertising characters are still at work today.
One of Burnetts most famousadvertising icons was the MarlboroMan. When first introduced, in 1955,filter cigarettes were consideredunmanly, intended for a femaleconsumer. By using the manliest man-atattooed cowboy astride a horse-filterMarlboros became viewed as a verymasculine product by consumers.Burnett changed the way filtercigarettes were marketed andMarlboros became the best sellingcigarettes on the market. By the end ofthe 1950s, the Leo Burnett Companywas billing over $100 million annually.
"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."