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AUGUST 9
THE LEO BURNETT AGENCY
I go at what I am about as if there was nothing else in the world for the time being.
Charles Kingsley
For the past 50 years, the Leo Burnett advertising agency has created some of the best known and most remembered ad campaigns the world has ever seen, among them the Jolly Green Giant, Sunkists Charlie the Tuna, The Pillsbury Dough Boy, The Maytag repairman, and countless others. The agencys personality mimics the personality of its founder, Leo Burnett, who demanded more than just creativity in ads. The ads had to sell the product, and to ensure that they would, Leo spent time getting to know his clients and spent hours concentrating on providing just the right feel for the product. He encouraged his representatives to become members of the clients familyto think like the client, to understand intimately the clients products, and to become consumed with desire to make the client successful.
Leo practiced what he taught. One of the corporate legends that illustrates just how deeply Leo would concentrate on a project involves his encounter with a custodians closet. One day, with yellow pad in hand, Leo left his office and headed for the mens room. Being engrossed in thought, he opened a janitors closet by mistake, went in, and locked the door behind him. After a period of time, people began to ask, Wheres Leo? Finally, he carved a hole in the door with his penknife and got someones attention. At the agencys Christmas breakfast that year, Leo was presented with the door as a gift. Although Leo Burnett died in 1971, his vision continues to drive the company.
CONSIDER THIS: Creativity just for creativitys sake is not as important as creativity that can solve a specific problem.
Submitted by Richard
THE LEO BURNETT AGENCY
I go at what I am about as if there was nothing else in the world for the time being.
Charles Kingsley
For the past 50 years, the Leo Burnett advertising agency has created some of the best known and most remembered ad campaigns the world has ever seen, among them the Jolly Green Giant, Sunkists Charlie the Tuna, The Pillsbury Dough Boy, The Maytag repairman, and countless others. The agencys personality mimics the personality of its founder, Leo Burnett, who demanded more than just creativity in ads. The ads had to sell the product, and to ensure that they would, Leo spent time getting to know his clients and spent hours concentrating on providing just the right feel for the product. He encouraged his representatives to become members of the clients familyto think like the client, to understand intimately the clients products, and to become consumed with desire to make the client successful.
Leo practiced what he taught. One of the corporate legends that illustrates just how deeply Leo would concentrate on a project involves his encounter with a custodians closet. One day, with yellow pad in hand, Leo left his office and headed for the mens room. Being engrossed in thought, he opened a janitors closet by mistake, went in, and locked the door behind him. After a period of time, people began to ask, Wheres Leo? Finally, he carved a hole in the door with his penknife and got someones attention. At the agencys Christmas breakfast that year, Leo was presented with the door as a gift. Although Leo Burnett died in 1971, his vision continues to drive the company.
CONSIDER THIS: Creativity just for creativitys sake is not as important as creativity that can solve a specific problem.
Submitted by Richard
