Leo Burnett’s profile picture

Leo Burnett

Businessman, Advertising Executive
Leo Burnett’s profile picture
Net worth 2018: Under Review
Industry: Business People
Residence: St. Johns, Michigan U.S.
Country: United States
BirthDay: 21 October 1891
Sigh: Scorpio
Died On: June 7, 1971
Education: University of Michigan

Leo Burnett was bornon 21 October 1891 in St. Johns, Michigan U.S., American, is Businessman, Advertising Executive. Leo Burnett was a famous advertising executive who founded the leading advertising agency the Leo Burnett Company. He is still revered by many in the industry as a major advertising guru. He created the famous advertising campaigns like the Jolly Green Giant, the Marlboro Man, Toucan Sam, Charlie the Tuna, Morris the Cat, the Pillsbury Doughboy, the 7up “Spot”, and Tony the Tiger. Burnett studied journalism at University of Michigan and then began his career at a nondescript newspaper at $18 a week. However, he dreamed big and after working his way through two automobile companies and two advertising agencies, he opened his own office in Chicago in the middle of the Great Depression. The first few years were tough, but soon his distinctive style of work won the hearts of the people and accounts started pouring in. His objective was to bring out the inherent appeal of the product, which was later termed as the Chicago School of Advertising. While the big advertizing houses in New York stressed on sophistication, he talked about hominess, which slowly changed the face of advertizing in the twentieth century United States. The small agency he established with eight employees and one account has now turned into a globally active advertising agency, which employs more than nine thousand employees in their eighty-five offices.


On June 7, 1971, he attended office and pledged to his staff that he would cut back on his work


He ultimately retired in 1967; but continued to attend office at least twice a week


From the mid-1960s, Burnett began to suffer from various ailments and began to give up most of his responsibilities


In 1935, when Burnett opened his new company he always kept a bowl of apples on the reception desk


In 1931, Burnett was named the Vice President of its Chicago unit, in charge of its creative work


In 1930, he left Homer and set out for Chicago, where he secured employment at Erwin, Wasey & Company, a leading advertisement company of that time


’In 1929, with the crash of the stock market, the great depression set in


In 1922, when LaFayette's facilities were moved to Milwaukee, Wisconsin, Burnett decided to stay back at Indianapolis


Thereafter, when in 1919, some employees of Cadillac left the company to establish LaFayette Motors Company at Indianapolis, Burnett followed them and became the advertizing executive of the newly founded company


In 1918, while working for Cadillac, Leo Burnett married Naomi Geddes


In 1916, after a round of interviews and written test, in which he had to write an essay on ‘the importance of cleanliness’, he was appointed an editor of ‘Cadillac Clearing House’, an in-house publication for Cadillac dealers


In 1914, he earned his bachelor’s degree in journalism from the University of Michigan

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