Leo Burnett: The Man Who Gave Brands a Heartbeat

He believed in the power of simple truths, the inherent drama of everyday products, and the ability of advertising to connect on a deeply human level. This is the story of Leo Burnett, the creative visionary who brought us enduring icons like Tony the Tiger, the Marlboro Man, and the Jolly Green Giant.

Rooted in Midwestern Values

Born in 1891 in St. Johns, Michigan, Leo Burnett grew up in a small-town environment that shaped his belief in honesty, warmth, and the strength of the common man. After earning a journalism degree from the University of Michigan, Burnett began his career as a reporter. However, his path took a turn toward advertising when he joined Cadillac Motor Car Company, where he honed his ability to craft compelling narratives.

By 1935, in the depths of the Great Depression, Burnett had gathered enough courage and conviction to start his own agency, Leo Burnett Company, Inc., in Chicago. It was a bold move at a time when businesses were struggling to survive, but Burnett’s vision set his agency apart.

Inherent Drama: A Philosophy of Storytelling

Burnett introduced the concept of “Inherent Drama,” a philosophy that would become his creative hallmark. He believed every product had an emotional core—a story waiting to be told. His approach was rooted in uncovering this essence and expressing it in a way that resonated universally.

This philosophy gave rise to some of the most iconic advertising campaigns of the 20th century. Burnett’s work didn’t rely on flashy gimmicks or hollow slogans; instead, it focused on connecting with consumers’ emotions and values.

Icons That Endure

The mascots and campaigns Burnett developed remain benchmarks in advertising history.

• Tony the Tiger: Created for Kellogg’s Frosted Flakes, Tony’s exuberant personality and unforgettable catchphrase, “They’re grrreat!”, transformed a simple breakfast cereal into a beloved household staple.
• The Marlboro Man: Burnett reimagined Marlboro cigarettes, transitioning them from a niche women’s product to a symbol of rugged masculinity. The Marlboro Man, embodying the archetypal cowboy, became a cultural icon and one of the most successful rebrands in advertising history.
• The Jolly Green Giant: Burnett turned canned vegetables into something more approachable with the cheerful, larger-than-life Jolly Green Giant. He added warmth and personality to what had previously been a faceless product category.
• Allstate’s Good Hands: The “Good Hands” campaign, with its comforting imagery, effectively conveyed a sense of safety and trust in the insurance giant, resonating with consumers during times of uncertainty.
• United Airlines’ “Fly the Friendly Skies”: This slogan captured the romance and optimism of air travel, cementing United Airlines as a customer-focused brand during the golden age of aviation.A Creative Culture of Fresh Ideas

Leo Burnett was more than a creative genius; he was an exceptional leader who nurtured a culture of innovation and collaboration. He famously placed a bowl of red apples in his agency’s reception area, a symbolic gesture of freshness, vitality, and hospitality. It also served as a subtle message to anyone who doubted his agency’s resilience during challenging times.

Burnett valued his employees as much as his clients, fostering an environment where creativity thrived. He empowered his team to take risks, break conventions, and explore new ideas. His Midwestern sensibility extended to his leadership style, grounded in humility, respect, and a sense of shared purpose.

Elevating Advertising to an Art Form

Burnett’s contributions went far beyond creating effective campaigns; he helped to elevate the status of advertising as a profession. He proved that advertising could be more than a commercial transaction—it could be a form of art, a platform for storytelling, and a reflection of society’s values.

Ethics and responsibility were central to Burnett’s philosophy. He believed advertising had a duty not just to sell products but also to serve the public good. His campaigns often celebrated universal themes like family, trust, and aspiration, resonating with audiences across generations and cultures.

A Legacy of Enduring Influence

Leo Burnett passed away in 1971, but his legacy is woven into the fabric of modern advertising. His agency, now Leo Burnett Worldwide, continues to uphold his principles of creative excellence and human connection. The timeless icons and campaigns he created remain part of our cultural lexicon, demonstrating the lasting impact of his vision.

Burnett’s philosophy of “Inherent Drama” is still a guiding principle for advertisers seeking to connect with audiences on a deeper level. His belief in the power of simple, enduring symbols and his commitment to storytelling continue to inspire advertising professionals worldwide.

The Heartbeat of Brands

Leo Burnett’s story is more than a tale of success; it is a testament to the enduring power of creativity and the importance of human connection. He showed the world that advertising could transcend commerce to become a celebration of shared values, a source of inspiration, and a reflection of the human spirit.

By giving brands a heartbeat, Leo Burnett not only transformed the advertising industry but also left an indelible mark on culture itself. His work reminds us that at its best, advertising is not just about selling—it’s about storytelling, building trust, and creating emotional resonance that stands the test of time.