Leo Burnett
Leo Burnett
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Full Name and Common Aliases
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William Frederick "Leo" Burnett
Birth and Death Dates
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December 21, 1891 – October 28, 1971
Nationality and Profession(s)
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American Advertising Executive, Copywriter, and Art Director
Early Life and Background
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Born in St. Thomas, Wisconsin, Leo Burnett grew up in a modest household with six siblings. His early life was marked by hardship and struggle, but it also instilled in him a strong work ethic and determination. After completing his education at the University of Missouri, Burnett began his career as a copywriter for the Donnelley Advertising Agency.
Major Accomplishments
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Founded Leo Burnett Co. in 1935 with an initial investment of $200.
Created iconic ad campaigns for brands such as Marlboro, Kellogg's Corn Flakes, and Coca-Cola.
Invented the "Marlboro Man" campaign, which revolutionized the tobacco industry's advertising approach.
Developed the concept of "brand character," where a fictional personality is created to represent a brand.
Notable Works or Actions
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Burnett's most notable work includes:
The Marlboro Man: A rugged cowboy who embodies the spirit of adventure and freedom associated with the Marlboro brand.
Tony the Tiger: The iconic mascot for Kellogg's Frosted Flakes, known for his catchphrase "They're gr-r-reat!"
Coca-Cola's "Hilltop" Campaign: Burnett created a campaign that featured a multicultural cast of people singing the Coca-Cola song on a hilltop.Impact and Legacy
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Leo Burnett's impact on advertising is immeasurable. He transformed the industry by introducing new techniques, such as:
Brand Character Development: Creating fictional personalities to represent brands.
Storytelling: Using narratives to convey brand values and messages.
Emotional Connection: Building emotional bonds between consumers and brands.
Burnett's legacy extends beyond his own company. He inspired a generation of advertising professionals, including some of the most influential creatives of the 20th century.
Why They Are Widely Quoted or Remembered
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Leo Burnett is widely quoted and remembered for his innovative approach to advertising and his ability to connect with audiences on an emotional level. His legacy serves as a reminder that effective marketing requires creativity, empathy, and a deep understanding of human nature.
Quotes by Leo Burnett
Leo Burnett's insights on:
I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for.
If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.
If you can’t turn yourself into your customer, you probably shouldn’t be in the ad writing bsuiness at all.
Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people – and he won’t do very well in advertising.
We want consumers to say, ‘That’s a hell of a product’ instead of, ‘That’s a hell of an ad.’