Who is Leo Burnett?

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.  Leo Burnett then set out to gather the capital. He sold his home, hocked his insurance policies and borrowed heavily from banks. Finally with $50,000 as working capital, he opened the door of his new company, Leo Burnett Company, Inc, in a suite at the Palmer House, Chicago, on August 5, 1935. To attract consumers, Burnett created the character of a cowboy, which not only exuded masculinity, but was also typically American. The sales increased dramatically and soon it became the number one cigarette brand in the US. His other notable creations were ‘Jolly Green Giant’ he created for Minnesota Valley Canning Company; ‘Tony the Tiger’ and ‘Toucan Sam’ for Kellogg’s; ‘Hubert the Lion’ for Harris Bank; ‘Charlie the Tuna’ for Star-Kist; ‘Pillsbury Doughboy’ for Pillsbury; ‘Keebler Elves’ for Keebler; ‘Morris the Cat’ for 9Lives cat food and ‘Maytag Repairman’ for Maytag.

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