Leo Burnett
Leo Burnett US’ work to be recognised with exhibit
MUMBAI: Many of American advertising’s most-loved campaigns and best-known brands will be showcased at The Museum of Television & Radio exhibit Legendary Agency, Legendary Brands.
It is exploring the work of ad agency Leo Burnett. The exhibit opened in conjunction with the Advertising Week in New York City.
Ad Week is a festival that celebrates advertising’s contributions to the American economy and popular culture. In addition, Leo Burnett will donate a collection of the agency’s historical advertising to the Museum.
Legendary Agency, Legendary Brands charts the evolution of Chicago-based Leo Burnett. The agency has created world-famous brand characters including Tony the Tiger, the Jolly Green Giant, the Pillsbury Doughboy, the Keebler Elves, Charlie the Tuna and the Maytag Repairman and renowned campaigns from Altoids “Curiously Strong” Mints to United Airlines’ “Fly the Friendly Skies” to “Beef. It’s What’s For Dinner.”
The Museum of Television and Radio president Stuart Brotman added, “The history of Leo Burnett offers a window into the evolution of advertising
itself over the last three-quarters of a century. We are also pleased to announce a donation of historical advertisements from Leo Burnett for inclusion in the Museum’s permanent collection.”
The exhibit will look back at seven decades of the agency’s campaigns and pioneering innovations, from revamping package design for Kellogg’s Corn Flakes to staging events such as the Pillsbury Bake Off to the creation of compelling campaigns that demonstrate the “inherent drama” in everyday products like vacuum cleaners, mints and peas.
Additionally, it will showcase dozens of iconic advertising campaigns and icons — from Tony the Tiger to the Jolly Green Giant to Ronald McDonald — created or reinterpreted by Burnett that are now parts of popular American culture.
Leo Burnett Worldwide chairman and CEO Linda Wolf said, “Marketing innovations developed at this agency have brought businesses to life and created enduring consumer brands. Seven decades later, Leo Burnett’s famed creativity and discipline live on as we continue to engage consumers and build brands into household names.”
The exhibit runs at the Museum till 31 October 2004.
MUMBAI: Looking to leverage the increasing influence and role that financial players across the globe are having as drivers of the consumerism revolution, advertising major Leo Burnett is launching a specialist unit LeoFinancial.
According to Leo Burnett chairman and CEO Arvind Sharma, there is a major opportunity this scenario offers: “To manage the complexity of brands and offerings and appeal meanigfully to consumers, today’s financial sector players need not only credentials, scale and financial brilliance, they also need astute marketing. Agencies partnering clients in managing financial brands need to put together teams that understand finance, government regulatory policies, consumer behaviour, brand architechture and communication – all the same time. Looking at this need, we have launched LeoFinancial.”
Sharma asserts that LeoFinancial’s team of brand strategists and creatives will be delivering simultaneously on the twin challenges that financial sector players face – to move very rapidly in a very fast paced market; and while doing that still be thinking strategically and creatively to build strong long-term financial brands.
LeoFinancial’s first major campaign that’s breaking is for UTI Mutual Funds, a company release states. The campaign’s tagline is ‘Let’s plan to be rich’.
