Full Name: Mr. Leo Burnett
Date of Birth: October 21, 1891
Place of Birth: St. John’s, Michigan, USA
Died: June 7, 1971
Place of Death: Lake Zurich, Illinois, USA
Classification: Builders & Titans
Creating such iconic symbols of American-branded products, Leo Burnett worked long and hard to push a new style of advertising – one that focused on giving the product national recognition more than long-winded persuasion. Early business ventures allowed him to make it, but it was his creation of the Marlboro Man, the Jolly Green Giant, and Tony the Tiger that would make his small mid-western company became one of the largest, most sought-after agencies in the world.
Although Leo Burnett studied journalism at the University of Michigan and even worked after graduation as a reporter, he found that it was in advertising where the money was made. So, he quit is job and began working for Cadillac Clearing House, working as an editor. He then climbed his way to the top of the advertising department, and it was at that point that had his mind set on going to New York, where the real advertising dollars were spent.
After entering the Navy for six months, he then decided to remain in the mid-west and subsequently moved his family to Indianapolis, Indiana. He began to head the advertising department for a new car company, but as the company left the state, he wanted to stay in the area. Burnett then decided to head to Chicago where he started working for Erwin Wassey and remained for five years. He had some trouble hiring the most sought-after and creative personnel because they were all heading to New York. However, his trusted and loyal employees encouraged him to start his own advertising firm.
The Leo Burnett Company, Inc. was formed, and the company started with small products – anything they could contract. He stuck to his staunch beliefs about how advertising should change. He was able to create ads different from anyone else; ones that grabbed the consumer’s attention, lured them in, and made them examine the scene. The company who produced Jolly Green Giant products even changed their company name to Green Giant after the Giant’s success. Burnett’s company’s billings grew from one, to five, to ten, to nearly 100 million dollars in ten years. Now, his company makes well over eight billion dollars a year in worldwide sales
