Well-known Chicago Copywriters: Leo Burnett
Leo Burnett deserves inclusion in the copywriting Hall of Status no longer only for his sensible copywriting and advert-man nous, but also as a result of his was once one of the crucial few nice advert agencies now not headquartered in New York.
Burnett, born in 1891, used to be a true creative who ran his multimillion-dollar company from Chicago. He was once years ahead of his time as a copywriter in Chicago. Adverts unless Burnett's time had been dominated by using lengthy-reproduction adverts with endless product descriptions.
Burnett was once the primary copywriter to provide you with recent, easy icons that conveyed simply understood product advantages. He was part of the creative revolution of the mid-20th century that also featured copywriting and promotion greats similar to David Ogilvy and Bill Bernbach. Time magazine named Burnett as one in every of its 100 most influential people of the closing century.
Influenced with the aid of looking at his father draft ads to promote his small business, Burnett honed his writing abilities in the summertime as an area newspaper reporter. He adopted up with a stint learning journalism on the University of Michigan. After a brief spell as an area reporter in Peoria, Illinois, Burnett saw the opportunity of promotion and started a job as a copywriter for Cadillac dealers in Detroit.
It wasn't except 1930, although, that he made any important moves in the promoting industry. He moved to Chicago to work for Erwin Wasey & Company, the place he became Ingenious Head. The job was once the precursor to his founding of the Leo Burnett Company Inc.
Burnett's agency became the world's tenth biggest advertising agency and the eighth greatest in the U. S.. With the aid of 1950, Burnett's annual billings had been around $22 million and, by using 1954, a marvelous $55 million. By using the tip of the decade, with TV advertising taking off, the company used to be billing $100 million every year.
Among the many firm's copywriting and concepts are a few of most iconic in the whole of the merchandising world. The Leo Burnett Firm has been responsible for the Jolly Green Large, Tony the Tiger and the Marlboro Man.
Leo Burnett was ahead of his time in using a smooth-promote way to build brands. He at all times introduced a human touch to his product ideas, which he would existing thru heat and shared emotions. Burnett additionally drew on the American love of greater-than-existence characters and creatures, to create figures that represented American values such because the Pilsbury Doughboy and the Marlboro Man.
Today, the Leo Burnett Company operates with 200 places of work around the world and spans 94 full-carrier merchandising companies in over 80 international locations. Leo Burnett's legacy is to have created an international-class ad company outdoor New York and to be the greatest copywriter Chicago has but identified.
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