Leo Burnett s details? Presentation by Leo Burnett

Leo Burnett Worldwide is an American advertising agency founded in 1935 by Leo Burnett and is now one of the world's largest multinational advertising agencies. 1 Leo Burnett (1891-1971), founder of the advertising agency Founded in 1935 by Leo Burnett, Leo Burnett is now one of the 13 largest advertising agencies in the United States with an annual turnover of more than $1 billion, with an annual turnover of around $2 billion.

He was most interested in printing, he never wrote an advertisement that required a direct response, so he never needed to put a lot of words in his manuscript, and most of the manuscript he made was like a shrunken poster.

He likes very local dialects, and he organizes them in a folder, labeled "Corn Language": "I don't use the slang and gag vernaculations in a fixed way, but maybe it is those words, phrases and synonyms that convey a very rustic, plain and intimate feeling." Sometimes, I stumbled upon these phrases in the newspaper or in conversations, and I immediately put them in my folder, and it may not be until a year later that they appear in an advertisement. Brother Shirt repents".

Leader in Chicago advertising.

In college, Leo Bednar worked part-time to write billboards for a department store, and after returning to work, he worked as a reporter for Pilia**, and soon after that, he joined the advertising department of the Cadillac Motor Company and later to an advertising agency in Indiana Pulis.

Ten years later, he moved to Aven Walsel as a copywriter, and in 1935 he founded his own advertising agency in Chicago. But it wasn't until he was 60 years old that his career really expanded in a big way, as if it had suddenly ignited his launcher, and by the time he died, 20 years later, his advertising agency was almost the largest in the world.

He was the leader of advertising in Chicago (he invented the term "advertising school"), and here's his own story:

I grew up in Michigan Town, and on hot summer nights, you could hear the sound of corn growing. Slowly, I moved from the periphery of Chicago into its core, and when I got there, I was 40 years old. But I'm still used to my usual way of life.

In the minds of the residents of my hometown, Chicago is like Rome – yearning for it, feeling that it is noble but also ugly. To them, New York is mysterious, but Chicago is very real. Everybody had an Uncle Charlie or Aunt Marper who lived there, either in Greene Ellen or somewhere else.

Like it or not, Chicago is part of their "family" and not an accomplished son who has left home. So the town I live in has a very unique affection for Chicago, and when we come together from all corners of the Corn Belt (i.e., the Midwest), we know each other and feel at home.

I guess I mean Chicago is the heart, soul, essence and heart of the Midwest. The eyes of the advertisers here are full of the views and values of the rural plains. I don't want to say Chicago is better than New York in any way, but we're from the countryside, with loose limbs and a wide field of view, and the ads we create are pretty plain to most Americans, and that's it.

I think we advertisers in Chicago are hard-working, and I often imagine the hard work of those copywriters in Chicago spitting in the palm of their hands before holding a pen. I like to think of the language in our ads that has a Chicago flavor and Lake Michigan experience.

I feel that Chicago advertising draws on the rich nourishment of the American tradition, resurrecting and immortalizing it in sharp and vivid language. When he writes "no" (ain't), it is "no", which is not false at all, remembering that Weil Rogis said: "There are many who say ain't (Note:

A term used by people with lower educational standards in the United States)....But they still don't have anything to eat. ”

He sets the bar very high for copywriters and design directors, and executes them through creative sessions. He once said that it was very uncomfortable and terrible to attend such meetings, but in his later years he wrote: "Recalling the great works of our past, they are seldom created in a sweet, relaxed, enthusiastic atmosphere, but are produced in the midst of great pressure and complex arguments.

He doesn't think innovation is good, and he often quotes one of his former bosses: "If you're just trying to be different, you can wake up in the morning with socks in your mouth." ”

He used to have several teams compete for a case, rather than designating a team to do it in the first place, and the result was: "Many people gave up and left." Undoubtedly, Leo Bednar's greatest achievement was the advertising for Marlboro cigarettes, which made an obscure brand the world's best-selling cigarettes, and the campaign continues.

Leo Bednar was born in 1891 and spent his childhood in a small town in the United States. After graduating from high school, Leo Bednar left home to study journalism at the prestigious University of Michigan. After graduating, he went to work as a reporter for Pioria ** in the city of Peoria near Zhikuanpei Sedan Gargo, and later went to Detroit, where he joined the Cadillac Motor Company to sell magazines, and then gradually extended to the advertising industry, and met many famous advertising people at the time, from whom he learned many useful things.

In order to reach the next level in his career, he came to the famous metropolis of Chicago in the United States to seek a new world of development. After six years of training in a prestigious advertising company, in August 1935, Leo Bednar embarked on his own business and established an advertising agency registered under his own name.