Word: burnett
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Died. Leo Burnett, 79, master advertising man whose agency's brainchildren include the Marlboro Man and the Jolly Green Giant (see BUSINESS...
...short, stout, balding, rumpled, plain-speaking man who viewed the world through black-rimmed bifocals and generally liked what he saw. He was, in brief, the antithesis of the popular conception of the sleek, cynical advertising man. Yet when Leo Burnett died at 79 after a heart attack last week, he was one of the ad world's giants. Along with a handful of others -Bruce Barton, Albert Lasker and Stanley Resor-Burnett was an American original who brought a distinctive viewpoint to the often imitative business of mass persuasion...
Love the Product. At his death, his Chicago-based Leo Burnett Co. was the world's fifth largest ad agency; it handled billings of $389 million last year. It is by far the biggest agency west of the Hudson, and Burnett never felt the need for the creative flash of Manhattan. "Ideas don't know where they are born," he said. His own ideas were based on keen appraisals of consumer wants and were often disarmingly wrapped in homilies. His agency created the Pillsbury Doughboy, as well as the Marlboro Man, the Jolly Green Giant, Star-Kist...
...perfectionist, perpetually unsatisfied editor, Burnett was inarticulate on the podium but superb on paper. Armed with a stubby black pencil, his hands and shirt often smudged with lead, he worked over copy until it passed his tough standards. His staff sometimes called him Leo the Lion-and not always affectionately. "I've seen him throw away campaigns that a client had accepted just because he had come up with a better idea," says Leonard Matthews, the agency's president. Burnett championed the "Chicago School of Advertising," which abhors slick promotions. He once told his staff: "We want...
...Burnett's dreams came true two weeks ago when Muhammed All visited Harvard. Because of his practiced Howard Cosell imitation. Burnett was granted an exclusive interview with the champ. All, impressed with the routine, said. "I think I might have to punch you Howard...