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Leo
Burnett
Leo
By Sara Day Burnett
Principles of Advertising
Monday, June 8, 2009

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History
 1935: Leo opens first office in Chicago
 1949: gains Kellogg’s account
 1950: Tony the Tiger introduced
 1955: Marlboro Man
 1957: gains Allstate “good hands” account
 1960: Maytag’s “lonely repairman” campaign launched
 1963: Toucan Sam introduced
 1965: Pillsbury Dough Boy inroduced

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History
 1967: Leo Burnett steps down as chairman of the board
 1971: Leo Burnett dies
 1981: gains McDonald’s account
 1988: named Agency of the Year (Advertising Age and Ad
Week)
 2009 (May 1): named Network of the Year at Art Director’s Club
Gala

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Services Offered
 Brand Navigation
 “cross-channel contact strategies that enrich
marketing programs”
 ARC Lite
 Database that “manages all consumer touch
points during the relationship marketing
process”
 Research, Experience Planning, Targeting
 Through “exploring the insights and behaviors
of people”
 Event Management

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“ If you don’t get noticed, you don’t have anything. You
just have to be noticed, but the art is in getting noticed
”
naturally, without screaming or without tricks.
-Leo Burnett

2005 1991 1979
1949
1957
1971 1981

2004

2009

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Commercials
 International: McDonald’s
 International: McDonald’s
 1989: United
 International: Polisan Paint