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Leo
Burnett
Leo
By Sara Day Burnett
Principles of Advertising
Monday, June 8, 2009
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History
1935: Leo opens first office in Chicago
1949: gains Kellogg’s account
1950: Tony the Tiger introduced
1955: Marlboro Man
1957: gains Allstate “good hands” account
1960: Maytag’s “lonely repairman” campaign launched
1963: Toucan Sam introduced
1965: Pillsbury Dough Boy inroduced
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History
1967: Leo Burnett steps down as chairman of the board
1971: Leo Burnett dies
1981: gains McDonald’s account
1988: named Agency of the Year (Advertising Age and Ad
Week)
2009 (May 1): named Network of the Year at Art Director’s Club
Gala
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Services Offered
Brand Navigation
“cross-channel contact strategies that enrich
marketing programs”
ARC Lite
Database that “manages all consumer touch
points during the relationship marketing
process”
Research, Experience Planning, Targeting
Through “exploring the insights and behaviors
of people”
Event Management
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“ If you don’t get noticed, you don’t have anything. You
just have to be noticed, but the art is in getting noticed
”
naturally, without screaming or without tricks.
-Leo Burnett