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Leo Burnett (October 21, 1891 - June 7, 1971) was an advertising executive famous for creating such icons as the Jolly Green Giant, the Marlboro Man, Toucan Sam, Charlie the Tuna, Morris the Cat, the Pillsbury Doughboy, the 7up "Spot", and Tony the Tiger. Born in St. Johns, Michigan, Leo Burnett studied journalism at the University of Michigan. His first job was as a reporter at the Peoria Journal in Peoria, Illinois. In 1917 Mr. Burnett moved to Detroit, where he went to work for the Cadillac Motor Company as a copywriter. After a marriage to Naomi Geddes in 1918 he moved to Indianapolis, Indiana, where he worked for an advertising agency from 1923–1930. In 1935, he created his own agency in Chicago, which is now known as Leo Burnett Worldwide. He was inducted into the Copywriters Hall of Fame in 1961, and retired in 1967. Burnett followed Walter Lippman's philosophy of creating an image around the product. Until his time, advertising centered on long text descriptions of the product, with detailed arguments as to why it was better than competing products. Burnett concentrated on style, creating icons as a symbol of the product. He stressed that the creator of an ad needed to somehow capture and reflect what he called the "inherent drama" of the product. From Wikipedia, the free encyclopedia.

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