ABSTRACT
In 1935 Leo Burnett opened an ad agency in Chicago, Illinois, that grew to be among the largest in the United States, largely on the strength of enduring campaigns that captured the essence of different brands in symbols that exhibited strong emotion and humor. In 1999 Advertising Age named Burnett the third most important advertising person of the century. And of the top ten advertising icons created over the century, four were associated with Burnett’s agency: the Marlboro Man, the Jolly Green Giant, the Pillsbury Doughboy, and Tony the Tiger. No other agency had more than one.
