Leo Burnett / "Leo Burnett Company, Inc"

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Leo Burnett

Name of this person familiarly to everyone who though time faced the advertising theory. No, it not the theorist. It the successful and perspicacious expert feeling the tendencies of time and requirement of an audience it is so good, that its advertising campaigns are resulted in the form of examples in textbooks on advertising and advancement of the goods.

For today advertising agency Leo Burnett serves 7 of 25 largest trade marks - Coca Cola, Kellogg, Marlboro, McDonald? s, Nintendo, Tampax and Walt Disney, - and its branched out network in 78 countries of the world totals 270 companies which are switching on 9000 employees. Concern Leo Burnett annual turnover exceeds 8 billion dollars. Who could think, what its founder began c three clients, eight employees and a heap of debts?!

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Leo Burnett Johns of the State of Michigan was born on October, 21st, 1891 in the city of Sejnt. It studied journalism at Michigan university. To put the received knowledge into practice Leo has begun with student's times - was the editor of the university newspaper. Still it was the police reporter in newspaper Peoria Journal, and later, in 1919, has got a job in advertising department Cadillac Motor Company the manager on advertising. Then it has passed in Lafayette Motors, after in agency Homer McKee in Indianapolis, then in Erwin, Wasey and Company.

It was useful to observe experience of the large companies. Besides attracted most to create something similar. And he has created … It "something" was valid - its advertising agency has appeared matchless.

In 1935 Leo Bernett borrows 50 thousand dollars. Together with friend Jack O'Kifom (Jack O’Kieffe) it has based Leo Burnett Company, Inc. In Chicago. Right at the beginning at them was only three clients - Green Giant, Hoover, and Realsilk Hosiery.

The first year of job became for them the present test. O'Kif and Bernett wished to create the small company of professionals which would be engaged only in several first class clients - Bernett was primary perfektsionistom. At that time company Hershey Chocolate Company let out products of excellent quality, but they practically were not advertised. Bernett and O'Kif have decided to address to them with the offer on cooperation. They have been assured, that can convince Hershey of necessity of advancement, having offered them a qualitative advertising campaign. Bernett has specially gone to the State of Pennsylvania, in company headquarters in the city of Hershi to sell it the advertising services. The planned transaction has not taken place, and it has returned deeply disappointed.

O'Kif and Bernett modified the offer and have addressed with it to Wrigley Gum. And again they were waited by disappointment. As a result of such period of failures, new company O'Kifa and Bernetta has finished the first year of business without uniform dollar from new clients. But they have not despaired.

The next year in Leo Burnett Company, Inc. Has come Dik Hif (Dick Heath) which has brought with itself some orders from a small-scale business. However it is fast Bernet and Hif have quarrelled, therefore Hif has left firm, having taken away with itself new clients. So there has passed as early as a year, for which at Leo Burnett Company, Inc. Has not increased any client. At last, O'Kif has persuaded Leo Bernetta and Dika Hifa to reconcile, that has given a push to company development.

In 1940 Leo Bernett has received the big customer - the American Institute of Meat (American Meat Institute). In 1945 it has begun the well-known campaign which has received among advertisement makers the name «red on red». Red meat took places on a red background, and as the text to this illustration the appeal served is more meat. On theories Bernetta, each product comprises the integral effective component which is for people the main motive to purchase, and the manufacturer forces to let out it is this characteristic of a product allocates it from a lump. Each advertisement should underline this component of a product - was that bernettovskoe advertising vision.

After long reflexions as he wrote, «we have come to conclusion, that the image of meat should be mature and courageous, that is better was expressed by red meat». Display of crude meat in advertisements at that time was considered very unusual and even as the obscene. Bernett with enthusiasm has decided to break this unwritten rule and has created the advertisements occupying the whole pages on which thick pieces of meat on a bright red background were represented. Such unexpected decision was revolutionary. Later he spoke: «Red on the red it has been conceived specially. Thus we wished to underline the concept red, courage and all the rest, that we tried to express to these».

This campaign became a classical example of technics Bernetta «underlinings integral effektnosti and brightness of a product in its cleanest form», and it for an explanation of the concept cited often as an example an advertising campaign for American Meat Institute.

Bernett also underlined necessity of use «simple national» words from which humanity and humanity emanations proceeded that did advertising attractive, instead of annoying or menacing. For example, such phrases as «each good cigarette should have a taste of cigarettes Winston» («Winston tastes good like a cigarette should»).

Ten stable years of moderate growth - and company Bernetta has received chance to leave on new level. In 1949 Bernett has received the order from company Pillsbury (Pillsbury Family Flour) on advertising of "a family flour». Soon after that the agency has presented advertising campaign Pillsbury Bake Off which has drawn such attention of the public that became a legend of time. After success of campaign Pillsbury Bernett has received the advertising order of corn-flakes Kellogg? s (Kellogg? s Cereal). Brilliant carrying out of these two advertising campaigns absolutely not similar to advertising courses of competitors, has brought Leo Burnett Company, Inc. National glory.

Soon Bernett has received the order from New York company Tea Council. The conclusion of this agreement became a signal for giants of advertising of New York, that on horizon there was a new advertising agency from Chicago. In 1950 Procter&Gamble has concluded the contract with Burnett Company Inc. On institutsionalnuju campaign that else has above lifted level of prestige of agency Bernetta in the advertising industry.

Leo Bernetta by right it is possible to name the classic of advertising. The images created by it, became advertising icons in all history of advertising. One of the most hardy icons of everything ever created - an image of cowboy Marlboro.

Philip Morris has employed agency Bernetta for development of the concept and carrying out of an advertising campaign for cigarettes Marlboro. The influential magazine «Advertising Age» so describes this campaign: «Bernett took to nobody the known cigarette stamp which besides till that time had strongly pronounced womanly image, and has transformed it into the best seller, using portraits of sexy courageous cowboys».

In the fifties cigarettes with the filter were considered as the womanly. Attraction to them of attention of a man's audience was problem Bernetta. For these purposes Bernett has thought up the silent abrupt cowboy with the tattoos, sitting on a horse - «the most courageous type of the man, - as he explained, - to change image of cigarettes Marlboro».

All next years Leo Bernett continued to receive the big orders. It was allocated with a distinctive management style people and the approach to creative decisions in advertising. It was very hardworking and wanted, that employees divided its fidelity to the business. Aspiration Bernetta to perfection was infectious and all-consuming. The competition has revealed better qualities in him and in those people who with it worked. Its employees recollected, how Bernett often went on a corridor, looking in offices of employees and asking: «That there you do? It is possible to look?». Then it had a seat and worked together with the employee, often getting a dark blue or black pencil from numerous pockets of a waistcoat to embody the thoughts on a paper.

Many contemporaries Bernetta have constructed the advertising agencies on researches and marketing. Creative approach Bernetta was full contrast it. Bernett has based the reputation on the statement, that «the market share» can be grasped only with the help of "a brain share», understanding under it of ability to stimulate basic needs and beliefs of clients.

When Bernett began the activity in the advertising industry, advertisements were under construction, basically, on transfer of advantages of various products accompanied by intricate histories about buyers of the given product who have been rewarded for the choice by success in a society, popularity and romantic adventures. Long texts with empty promises Bernett has replaced with bright eloquent images. He has been convinced, that visual eloquence is more convincing and is effective. Photos and drawings appealed to «to the basic emotions and primitive instincts» buyers. In 1956 he asserted, that the most effective advertising is such advertising which renders emotional impression on the consumer. He has devoted the most part of the career to training of the workers to identify these symbols, these visual archetypes which could «leave in consciousness of consumers indelible impression of an advertised brand».

Heritage Leo Bernetta also switches on working out of the new approach to creative process in advertising. It has left after itself(himself) the creative method named many «the Chicago school of advertising». The basis of this method is made by a finding integral effektnosti an advertised product and a writing of the advertising text, proceeding from this postulate.

«The Chicago style» advertising was based on love and respect for people. He fine understood the consumer, and addressed to people in an affable and friendly manner, using strong, simple and instinctive images. All cartoon films Kellogg? s in which participated Charlie the Tuna, Morris the Cat, the Pillsbury Doughboy, Tony the Tiger, have been thought up Leo Bernettom.

Bernett considered, that the geographical arrangement of Chicago does this city by soul and heart of the American nation. He believed that the width of views and simplicity in dialogue of inhabitants of the central West of America helped them to create such advertising which pleased to the majority of Americans. It possessed rare talent to find and use an effective component of advertised products, and in a combination to culture of tolerance of inhabitants of the central West of America Bernett has extended the style and vision to all industry of advertising. «Our main task in a life is manufacture of the best in the advertising world. This advertising should be so attractive, so fresh, so innovative, so human, so convincing and so concrete that she could create good reputation to a product in long-term prospect, and also successfully sells a product in short-term prospect».

Long before occurrence of concept of the integrated marketing communications, Leo Bernett has told: «In the performance advertising does not play a solo part, and is an integrated part of group of actions which can be generalised the general concept of marketing, and she should play the role in harmony with them».

In 1995 Leo Burnett has opened the Moscow representation - Leo Burnett and Moradpour Moscow. In Russia operates BTL division Leo Burnett - «Push and Pull». Leo Burnett and Moradpour Moscow enters into ten the strongest advertising agencies working in Russia.

(The headquarters in Chicago) is included into advertising agency Leo Burnett internetwork about 270 companies, switching on 88 advertising agencies with the full service, engaged also post advertising, job with databases, carrying out of actions on stimulation of sales and advancement of new products in the market. For today advertising agency Bernetta is the largest in the USA and the seventh in the world. It consists from Leo Burnett Company Inc. And international holding company Leo Burnett Worldwide Inc. The company also is the largest private advertising agency in the USA.

When Bernett has dared at opening of the advertising agency in days of Great Depression, it has borrowed 50 thousand dollars under the insurance policy and the mortgage on the house. Some of its friends have openly declared to it, that he has gone mad, and will finish that in six months will sell apples on a street corner. On these words following answer Bernetta has been received: «Anything similar! I will distribute them free of charge».

He did not waste the words. Today at each office of agency Bernetta there is a vase with apples which reminds employees of the confessor of agency and its vision of the future. The well-known vase with apples has appeared in all representations of company Bernetta in 1935. The agency free of charge distributes to this day more than 750 thousand apples a year, including about 500 thousand apples in Chicago (about 1600 apples in day).

The philosophy of success of business Bernetta was based on its well-known statement: «Trying to get a star from the sky, can, and not always you receive wished, but precisely it will not appear with a dirt lump in a hand».