Leo Burnett Ad Agency
-
Upload
parag-patankar -
Category
Documents
-
view
109 -
download
4
Transcript of Leo Burnett Ad Agency
In Burnett's ad, visual & meaningful images are emphasized over text-filled explanations...............
LEO BURNETT advertising agency journey Presented by
PANKAJRoll no.31
AMITRoll no.2
About leo burnett :
Birth date :• October 21, 1891, in St. Johns, Michigan• oldest child of Noble and Rose Clark Burnett, who
ran a dry goods store.
Inspiration :• Father ,who inculcated advertising interest in to leo
burnett
Initial dream :• To be publisher of The New York Times
First job: • A police reporter for a newspaper in peoria, Illinois• Found great opportunity • Joined Cadillac Clearing House• Mentor : Mr. Theodore F. MacManus
• Advertising manager in LaFayette Motors• In 1919- local advertising agency, the Homer McGee
Company.• At 40, New York's Erwin, Wassey • Joined as a vice president and the head of the creative
department.• Advice of Jack" O'Kieffe
Leo Burnett Company formed
• August 1935 With $50,000 • One account, a staff of eight, and a bowl of apples on
each desk. • Risk : advertising's big players were already located
in New York City.
1st year :• women's products
The Hoover Company,
Minnesota Valley Canning Company
Realsilk Hosiery Mills.
Best part of his personality: • Man without the ego • Burnett named himself president and hardwork
was a key for him.
Road to success :
• 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
• 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
Burnett's Revolutionary Ads
• American Meat Institute :• Raw, red meat against an even redder background –
such eye catching advertise
Marlboro cigarettes advertisement:
• In 1955, filter cigarettes – considered unmanly, intended for a female consumer
• Cowboy with horse - viewed as a very masculine product by consumers
• In 1950-
$100 million annually.
2005 1991 1979
1949
1971
1957
1981
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
Lets see some classic video advertisements by leo burnett :