Leo Burnett

Leo Burnett – Life, Career, and Famous Quotes

Discover the life, philosophy, and legacy of Leo Burnett (1891–1971), legendary American adman and founder of Leo Burnett Worldwide, along with his timeless insights on creativity, advertising, and business.

Introduction

Leo Burnett is one of the towering figures in the history of advertising. His vision shaped not only one of the the world’s most influential ad agencies, but also the way brands speak to people—through warmth, emotional appeal, and what he called the “inherent drama” of products. Though he passed away in 1971, Burnett’s methods, principles, and quotes continue to resonate in marketing, branding, and creative work to this day.

In this article, we’ll explore Burnett’s early life, ascent in advertising, the founding and growth of his agency, his philosophy and impact, and then share some of his most famous sayings.

Early Life and Family

Leo Burnett was born October 21, 1891, in St. Johns, Michigan, USA.

From his early years, Burnett took special interest in how his father designed ads and promotional materials for the store. That seed of curiosity would later guide his professional life.

Burnett later married Naomi Geddes in 1918. They had three children: Peter, Joseph, and Phoebe.

Youth and Education

After finishing high school, Leo Burnett enrolled at the University of Michigan, where he studied journalism and graduated with a B.S. in 1914.

His first professional job was as a reporter for the Peoria Journal Star in Peoria, Illinois.

It was at Cadillac that Burnett encountered Theodore F. MacManus, a respected figure in advertising, whom Burnett later called one of the great advertising men. MacManus influenced Burnett’s understanding of how to combine storytelling, emotion, and product messaging.

Burnett also had a stint in the U.S. Navy during World War I for six months, mainly working at the Great Lakes facility building a breakwater.

He later worked in various advertising agencies—including McKee’s agency and Erwin, Wasey & Co.—before deciding to launch his own firm.

Career and Achievements

Founding the Leo Burnett Agency

On August 5, 1935, Leo Burnett officially founded the Leo Burnett Company, Inc. in Chicago, starting with eight employees, three clients, and seed capital.

Burnett’s approach was distinctive: he emphasized the emotional connection between consumers and products. Instead of overt, aggressive selling, he believed in getting to the “inherent drama” of a product—the qualities, narratives, or feelings that make the product meaningful—and then communicating them simply, warmly, and convincingly.

His style leaned into storytelling, archetypal imagery, and the use of symbols and characters that could resonate deeply and memorably.

Signature Creations & Campaigns

Under Burnett’s direction (and later through his agency’s legacy), many iconic brand characters and campaigns were developed, including:

• Tony the Tiger (Kellogg’s)

• The Marlboro Man (Marlboro cigarettes)

• Maytag Repairman (Maytag appliances)

• Jolly Green Giant (Green Giant)

• The Pillsbury Doughboy

• Charlie the Tuna (StarKist)

• United Airlines’ “Fly the Friendly Skies” campaign

• Allstate’s “Good Hands” branding

These campaigns were emblematic of Burnett’s philosophy: not flashy gimmicks, but characters and messages that endure, that feel human and credible.

Growth, Legacy, and Acquisition

By the 1950s, the Leo Burnett agency was billing tens of millions of dollars. “When To Take My Name Off the Door”, reflecting on his role, legacy, and succession.

In 2002, the agency became part of the Publicis Groupe, one of the world’s largest advertising holding companies. Leo Burnett Worldwide maintains offices in many countries (85 offices in 69 nations) and over 9,000 employees.

Burnett himself passed away on June 7, 1971, at age 79, from a heart attack at his family farm in Hawthorn Woods, Illinois.

Historical Milestones & Context

• 1891: Born in Michigan

• 1914: Graduated from University of Michigan in journalism

• 1917–1920s: Work in automotive advertising (Cadillac), and early exposure to ad agencies

• 1935: Launches Leo Burnett Company

• Mid-1900s: Development of iconic brand characters and campaigns

• 1967: “When To Take My Name Off the Door” speech

• 1971: Death of Leo Burnett

• 1999: Burnett named by Time as one of the 100 most influential people of the 20th century

• 2002: Leo Burnett Company is absorbed into the Publicis Groupe umbrella

Legacy and Influence

Leo Burnett’s influence is deep and multi-faceted, spanning creativity, branding, agency culture, and marketing philosophy.

1. Emphasis on human connection
   Burnett insisted that advertising be warm, authentic, and human — “the work of an advertising agency is warmly and immediately human.” He insisted that creativity should connect with lived experience, not insulated cleverness.

2. Inherent Drama & Simplicity
   His concept of “inherent drama” pushed advertisers to find what is special about the product, and communicate it simply and memorably, not with overblown claims or gimmicks.

3. Iconic Campaigns & Branding Archetypes
   The characters and stories created under his agency—Tony the Tiger, Marlboro Man, Jolly Green Giant—became part of brand lore, often long after the original campaigns. These helped set a standard: characters + emotional association > just product features.

4. Cultural and Institutional Impact
   The Leo Burnett agency continues to be a major force globally. Its expansion, integration into Publicis, and sustained reputation attest to the foundation Burnett laid.

5. Ethics & Purpose
   Burnett believed in responsibility in advertising: saying, “Let’s gear our advertising to sell goods, but let’s recognize also that advertising has a broad social responsibility.”

6. Inspirational Model for Creatives
   Many creatives and marketing professionals cite Burnett’s quotes, approach, and legacy as guidance. His thinking about balancing business aims with creative integrity remains instructive.

Personality and Talents

• Visionary & Brand Builder: He foresaw that branding is not just about pushing messages, but about building stories, trust, and recognition over long periods.

• Warmth & Heart: Unlike some hard-sell admen, Burnett believed in emotional resonance, warmth, and human narrative.

• Simplicity & Discipline: He avoided overcomplexity; he valued clarity, straightforwardness, and avoiding noise for its own sake.

• Collector of Language: Burnett kept a folder called “Corny Language” in which he collected phrases, analogies, and words that struck him as vivid and apt.

• Persistence & Integrity: He maintained his principles, built a lasting agency, and strove not only for commercial success but also reputational credibility.

• Reflective & Humble: His “When To Take My Name Off the Door” speech reveals that he reflected on legacy, identity, and stepping aside when appropriate.

Famous Quotes of Leo Burnett

Here are a selection of Leo Burnett’s enduring quotes, each illuminating his thinking about creativity, advertising, and life:

“The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its ‘product’ cannot be turned out on an assembly line.”

“Creative ideas flourish best in a shop which preserves some spirit of fun.”

“There is no such thing as a permanent advertising success.”

“The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.”

“We want consumers to say, ‘That’s a hell of a product’ instead of, ‘That’s a hell of an ad.’”

“Too many ads that try not to go over the reader’s head end up beneath his notice.”

“Curiosity about life in all of its aspects, I think, is still the secret of great creative people.”

“To swear off making mistakes is very easy. All you have to do is swear off having ideas.”

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”

“Fun without sell gets nowhere, but sell without fun tends to become obnoxious.”

These quotes reveal his mindset: creativity grounded in human truth, simplicity, and the balance between enjoyment and persuasion.

Lessons from Leo Burnett

1. Find the Inherent Drama
   Every product, service, or brand has a truthful, emotional core. Find that and communicate directly.

2. Simplicity Wins
   Overcomplexity is often confusing; simplicity, when well executed, sticks.

3. Believability Beats Flash
   Consumers are savvy. A message that feels honest and credible often outperforms flashy hype.

4. Preserve Fun and Warmth
   Even serious businesses can (and should) retain joy, humanity, and emotional appeal.

5. Creativity Is Not Just Aesthetic — It’s Relevance
   Ideas have to resonate with real people, their hopes, fears, and desires.

6. Legacy Matters
   Thinking about when to step aside, how your name lives on, and how to build structures beyond your personal story—all these are part of career maturity.

Conclusion

Leo Burnett was more than an advertising pioneer: he was a philosopher of persuasion, a builder of brands with character, and a steward of creative integrity. His insistence on warmth, human connection, believability, and emotional truth continues to guide marketers, creatives, and businesses.

If you’d like, I can also prepare a visual timeline of Burnett’s life, or a side-by-side comparison between Leo Burnett’s principles and those of other ad pioneers (e.g. David Ogilvy). Would you like me to do that?