Leo Burnett Ad Agency

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Transcript of Leo Burnett Ad Agency

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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

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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

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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

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• 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

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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.

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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.

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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

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• 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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Burnett's Revolutionary Ads

• American Meat Institute :• Raw, red meat against an even redder background –

such eye catching advertise

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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.

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2005 1991 1979

1949

1971

1957

1981

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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

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Lets see some classic video advertisements by leo burnett :

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