Burnett, Leo

Burnett, Leo

▪ American advertising executive
born Oct. 21, 1891, St. Johns, Mich., U.S.
died June 7, 1971, Lake Zurich, Ill.

      pioneer American advertising executive who founded a worldwide agency that ranks among the giants of the industry.

      Burnett was a journalism major at the University of Michigan, who got his first job as a reporter on the Peoria (Ill.) Journal. He then wrote advertising copy for two auto manufacturers and for two advertising agencies before starting his own firm in 1935. By 1948 the firm's billings (i.e., commissionable advertising expenditures by its clients) exceeded $10,000,000 and a decade later, $90,000,000.

      Burnett was one of the developers of what has been called the “Chicago school of advertising.” Its objective was to build an advertisement around the inherent importance or appeal of a product itself rather than around clever copy or a catchy slogan. He detested “slick” advertising that he felt was typical of New York agencies or “opportunistic” copy from—as he saw it—the U.S. West Coast. He occasionally scrapped an advertising campaign that had been accepted by a client because he was not satisfied with its quality.

      It was Burnett's antagonism toward slickness that moved him to employ models who looked like ordinary people instead of movie stars, and this approach led him in 1954 to the cowboys in Marlboro cigarette ads for the Philip Morris Company, a campaign that turned a minor cigarette with a feminine image into a major brand with a rugged male image. Burnett also served at various times as a director and as chairman of the Advertising Council.

* * *


Universalium. 2010.

Игры ⚽ Поможем написать реферат

Look at other dictionaries:

  • Burnett — may refer to:Places;Australia * The Burnett River in Queensland * Burnett Heads, Queensland * Burnett Shire, a former Local Government Area in Queensland;United Kingdom * Burnett, Somerset, Scotland;United States * Burnett, Indiana * Burnett,… …   Wikipedia

  • Leo Burnett — (October 21, 1891 June 7, 1971) was an advertising executive famous for creating such icons as the Jolly Green Giant, the Marlboro Man, Toucan Sam, Charlie the Tuna, Morris the Cat, the Pillsbury Doughboy, the 7up Spot , and Tony the… …   Wikipedia

  • Leo Burnett Worldwide — is an advertising company. It was created in 1935 by Leo Burnett. He was born in St. Johns, Michigan, and studied journalism at the University of Michigan. He worked as reporter and copywriter at various companies until 1930.The company was… …   Wikipedia

  • Leo Burnett — Worldwide – oder schlicht Leo Burnett – ist eine weltweit tätige Werbeagenturgruppe, die 1935 von dem Texter Leo Burnett in Chicago gegründet wurde. Sie betreut acht der zehn weltweit meistverkauften Consumer Brands (Marken im Bereich FMCG) und… …   Deutsch Wikipedia

  • Leo Burnett Worldwide — – oder schlicht Leo Burnett – ist eine weltweit tätige Werbeagenturgruppe, die 1935 von dem Texter Leo Burnett in Chicago gegründet wurde. Sie betreut acht der zehn weltweit meistverkauften Consumer Brands (Marken im Bereich FMCG) und gilt mit 10 …   Deutsch Wikipedia

  • Leo Burnett Agency — Leo Burnett Worldwide Leo Burnett Worldwide aussi appelée simplement Leo Burnett est un réseau d agences de publicité créée par Leo Burnett en 1935. Sommaire 1 Le fondateur 2 Le réseau 3 Principaux clients …   Wikipédia en Français

  • Leo Burnett Worldwide — aussi appelée simplement Leo Burnett est un réseau d agences de publicité créée par Leo Burnett en 1935. Sommaire 1 Le fondateur 2 Le réseau 3 Principaux clients …   Wikipédia en Français

  • Leo Burnett Worldwide — Год основания 1935 Основатели Лео Бернетт Расположение …   Википедия

  • Leo Burnett Building — est un gratte ciel situé au 35 West Wacker Drive sur North Dearborn Street dans le quartier du Loop à Chicago (IL, États Unis). L immeuble bénéficie de sa position géographique qui en fait le plus haut gratte ciel de la rive ouest de la rivière… …   Wikipédia en Français

  • Burnett — ist der Familienname folgender Personen: A. J. Burnett (* 1977), US amerikanischer Baseballspieler Alan Burnett (* 1949), amerikanischer Drehbuch und Comicautor Anne Pippin Burnett (* 1925), US amerikanische Altphilologin Brian Burnett… …   Deutsch Wikipedia

Share the article and excerpts

Direct link
Do a right-click on the link above
and select “Copy Link”