ABOUT THE SHOW
Leo Burnett was advertising's original “Ad Man” and creator of Tony the Tiger, Toucan Sam, and the Pillsbury’s Poppin’ Fresh doughboy. Named by Time magazine as one of the 100 most influential people of the 20th century, Leo Burnett was a giant in the advertising world.
Defying all odds, Leo Burnett founded his company in 1935 during the Great Depression. He opened a small office on Chicago’s Michigan Avenue and started with three clients including the Minnesota Valley Canning Company. The owner signed with Burnett was because he liked his work ethic and “the little guy with the rumpled suit.” Burnett showed his appreciation by updating the company’s icon, creating the popular advertising symbol - the Jolly Green Giant.
By the late 1950s, Burnett emerged as a prime mover in advertising's creative revolution, which was now exploding thanks to the rise of television. Burnett was also home to ad man Draper Daniels, contributor to the classic Marlboro Man campaign. Daniels was reportedly the inspiration for Don Draper’s character in AMC’s hit show Mad Men.
Defying all odds, Leo Burnett founded his company in 1935 during the Great Depression. He opened a small office on Chicago’s Michigan Avenue and started with three clients including the Minnesota Valley Canning Company. The owner signed with Burnett was because he liked his work ethic and “the little guy with the rumpled suit.” Burnett showed his appreciation by updating the company’s icon, creating the popular advertising symbol - the Jolly Green Giant.
By the late 1950s, Burnett emerged as a prime mover in advertising's creative revolution, which was now exploding thanks to the rise of television. Burnett was also home to ad man Draper Daniels, contributor to the classic Marlboro Man campaign. Daniels was reportedly the inspiration for Don Draper’s character in AMC’s hit show Mad Men.
PROGRAM HIGHLIGHTS
The Original Mad Man
Leo Burnett began his career as a newspaper reporter in Peoria, Ill. But advertising quickly became his calling and Burnett went on to become entrusted with the ad campaigns for some of the world’s largest companies.
Leo Burnett began his career as a newspaper reporter in Peoria, Ill. But advertising quickly became his calling and Burnett went on to become entrusted with the ad campaigns for some of the world’s largest companies.
Tony the Tiger
In the 1950s, Burnett’s agency created a character for Kellogg’s new Frosted Flakes cereal. Tony the Tiger quickly became one of the most well-known pop culture icons of all time and his catchphrase “They’re Gr-r-eat!” one of the best in advertising.
Photo Credit: Leo Burnett
In the 1950s, Burnett’s agency created a character for Kellogg’s new Frosted Flakes cereal. Tony the Tiger quickly became one of the most well-known pop culture icons of all time and his catchphrase “They’re Gr-r-eat!” one of the best in advertising.
Photo Credit: Leo Burnett
The Jolly Green Giant
Burnett put the “jolly” in the Minnesota Valley Canning Company’s Green Giant mascot. The makeover campaign was a huge success and the company later changed its name to the Green Giant Company.
Photo Credit: Leo Burnett
Burnett put the “jolly” in the Minnesota Valley Canning Company’s Green Giant mascot. The makeover campaign was a huge success and the company later changed its name to the Green Giant Company.
Photo Credit: Leo Burnett
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ABOUT CNBC TITANS
"CNBC Titans" profiles remarkable people who made careers turning the “unthinkable” into reality and companies that grew from humble roots to worldwide recognition.
Get the real stories behind some of the most famous icons, the greatest companies and the giants of industry who helped build them. Discover the key to their fortune and the passion that drove their success. They changed the world and how you do business.
Get the real stories behind some of the most famous icons, the greatest companies and the giants of industry who helped build them. Discover the key to their fortune and the passion that drove their success. They changed the world and how you do business.
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