Leo Burnett
Leo Burnett (October 21, 1891 – June 7, 1971) was an American advertising executive and the founder of Leo Burnett Company, Inc. He was responsible for creating some of advertising's most well-known characters and campaigns of the 20th century, including Tony the Tiger, the Marlboro Man, the Maytag Repairman, United's "Fly the Friendly Skies", and Allstate's "Good Hands", and for garnering relationships with multinational clients such as McDonald's, Hallmark and Coca-Cola.[1] In 1999, Burnett was named by Time as one of the 100 most influential people of the 20th century.[2]
This article is about the founder of Leo Burnett Company. For US Army colonel and founder of Student Doctor Network, see Lee Burnett.
Leo Burnett
October 21, 1891
June 7, 1971 (aged 79)
University of Michigan (B.S., 1914)
Advertising executive
Founder of Leo Burnett Worldwide
Peter Burnett
Joseph Burnett
Phoebe Snetsinger
Leo Burnett Company[edit]
A private company formed in 1935 and officially running under the name of "Leo Burnett Company, Inc.", the agency started with working capital of $50,000, eight employees and three clients.[20][21] Now a part of Publicis Groupe, Leo Burnett is one of the largest agency networks with 85 offices in 69 countries and 9,000+ employees.[22][23][24]
For the first several years, Burnett billed about $1 million annually.[25] By 1950, billings had increased to $22 million, and by 1954 the company was at $55 million annually. By the end of the 1950s, the Leo Burnett Company was billing $100 million annually.[26]
Social advertising[edit]
In 1947, Burnett wrote The Good Citizen, a booklet concerning the duties and privileges of being a U.S. citizen. This was done as a public service for The Advertising Council and The American Heritage Foundation.