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In 1921 a Gold Medal Flour ad created by the agency, Blackett-Sample-McFarland, developed a picture puzzle with answers so obvious the company was flooded with mail from consumers. To answer the letters, company officials thought it would be best to respond with a letter signed by a woman. The character, Betty Crocker, was created with a ...
Jul 31, 2023 · Inventing a new media format for advertising. A 21-year-old inventor named Philo Farnsworth invented the television in 1927, but it took at least a decade to perfect the TV set. Then it took several more years to make the television a household staple. In 1939, the first broadcast TV program aired, and the first licensed TV commercial hit ...
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- Lucky Strike Cigarettes
- The Jolly Green Giant
- Tony The Tiger
- The Marlboro Man
- Charlie The Tuna
- The Pillsbury Doughboy
- “Fly The Friendly Skies”
- “Strong Enough For A Man, But Made For A Woman”
- “Coke Adds Life”
- “You Deserve A Break Today”
Before the Leo Burnett Company came on the scene, Albert Lasker was known as the “Father of Modern Advertising” at the Lord & Thomas agency. Lasker had moved to Chicago from Galveston, Texas, near the turn of the century and got into advertising. Lord & Thomas – which was behind the ads for Palmolive soap, Kotex sanitary pads, Pepsodent toothpaste,...
When Leo Burnett first started his advertising business in Chicago in 1935, he had modest success with a couple of brands. But when he met with the Minnesota Valley Canning Company, he took an existing mascot and made it jollier. While many agencies found success on New York City’s Madison Avenue, Leo Burnett was working to establish what he called...
In 1949, the Leo Burnett Company got its largest client yet: Kellogg. One of Burnett’s art directors, Eugene Kolkey, was assigned to a new cereal called Sugar Frosted Flakes. Part of Burnett’s style of advertising was to bring out the characteristics of a brand to create a distinct personality. “Leo was always looking for the soul of a product. He ...
In 1954, when the Philip Morris Tobacco Company wanted to boost sales of its filtered cigarettes, it turned to the Leo Burnett Company. At the time, filtered cigarettes were considered more “feminine,” but the market for them was growingbecause they were supposedly safer, despite the known risks of smoking at the time. Philip Morris executives want...
By the time the StarKist company became a client of the Leo Burnett Company, the ad agency was the sixth-largest in the country with multi-million-dollar deals. With 25 years in the business, Leo Burnett had grown his advertising agency into acompany with 900 employees across several floors in the Prudential Building. Where, however, was the inhere...
One of the most iconic advertising characters to come out of the Leo Burnett Company is the Pillsbury Doughboy, also known by his formal name, Poppin’ Fresh. In 1965, a Burnett copywriter named Rudy Perz created the character. Searching for inspiration, Perz had taken home the canister of dough. The inherent drama for his new character came from th...
In 1965, United Airlines was expanding its passenger fleet with Boeing 747s and wanted to make its image more appealing to everyday Americans. While other airlines were using sex appeal and glamour to sell their product, United wanted adifferent approach. “You've got a Midwestern-based airline that is trying to capture the sensibility of not just b...
Toward the end of the 1960s, the Leo Burnett Company began to diversify its staff and hired several Black copywriters. At age 20, Carol H. Williams was hired on as a copywriter. In 1972, she was assigned to an antiperspirant ad campaign for Secret. Williams said that at the time, the brand was considered dated, did not appeal to young women, and wa...
In 1971, Tom Burrell, who had previously worked at the Leo Burnett Company and was the first Black copy supervisor at an agency called Needham, Harper& Steers, opened his own agency called Burrell McBain Advertising (later the Burrell Communications Group) with a particular emphasis on the Black consumer market. At first, Burrell struggled, but h...
Needham, Harper & Steers was another successful advertising agency and according to Bendinger, “when Keith Reinhard showed up, they became a great agency.” Reinhard grew up in a small Mennonite community in Indiana where television was banned. But once he found his footing at the agency, he worked his way up to creative director and created one of ...
In 1946, 8,000 US homes owned TV sets, and by 1960 that number increased to 45.7 million—so began the Golden Age of TV advertising. Brands started to push the boundaries of commercial marketing and tried out jingles, storytelling tactics, celebrity endorsements, infomercials, and comedic relief.
Trade Cards, c.1886-1890. One Chicago ad agency—Lord & Thomas—overshadowed all the rest, achieving greater national influence and notoriety than any other agency in the United States. Albert Lasker started at Lord & Thomas in 1898, became general manager in 1904 at a salary of $52,000 per year, and within a decade owned the agency.
Feb 3, 2023 · As WGN-TV celebrates 75 years, we’re looking back with a series of stories on the history and the memories. By the 1970s, the era of total dominance by the big three national networks – CBS ...
The Chicago metropolitan area (the Chicago market) commands the third-largest media market in the United States after New York City and Los Angeles and the largest inland market. [1] All of the major U.S. television networks have subsidiaries in Chicago. WGN-TV, which is owned by the Tribune Media Company, is carried (with some programming ...
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