The man started off as a copywriter but recognised the value of the image as a tool of emotive persuasion. His agency was one of the original emotionally driven agencies, creating icons such as the Marlboro Man (possibly the greatest), the Jolly Green Giant and Tony the Tiger. The ethos of purity, effort and fun helped to lead the Leo Burnett agency into becoming one of the most successful global agencies, with the ability to launch P&G’s Pert Plus globally in 36 countries over 36 months in 1990.
- Listen to NPR’s report on the Marlboro Man [RealMedia]
Apparently Leo Burnett wasn’t the typical slick ad-man (perhaps that’s why he stayed away from Madison Avenue), but the simplicity of his quotes oozes charm:
- “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
- “Advertising says to people, “Here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.”
His famous “When to take my name off the door” speech:
Some more recent Leo Burnett Ads via Advertolog