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Leo Burnett (October 21, 1891 - June 7, 1971) was an American advertising executive and the founder of the Leo Burnett Company, Inc., also known as Leo Burnett Worldwide. He was responsible for creating some of advertising's most well-known characters and campaigns of the 20th century including Tony the Tiger, Charlie the Tuna, the Marlboro Man, the Maytag Repairman, United's "Fly the Friendly Skies," Allstate's "Good Hands," and for garnering relationships with multinational clients such as McDonald's, Hallmark and Coca-Cola. In 1999, Burnett was named by Time Magazine as one of the 100 most influential people of the 20th century. ==Biography== Leo Burnett was born in St. Johns, Michigan, on October 21, 1891 to Noble and Rose Clark Burnett. Noble ran a dry goods store and as a young man, Burnett worked with his father, watching Noble as he designed ads for the business. After high school, Leo went on to study journalism at the University of Michigan and received his bachelor's degree in 1914. Becoming a reporter for the "Journal Star Peoria" in Peoria Illinois, was his very first job. In 1917, Leo moved to Detroit and was hired to edit an in-house publication for Cadillac Clearing House, later becoming an advertising director for the same institution.〔(【引用サイトリンク】url=http://www.top-biography.com/9129-Leo%20Burnett )〕 At Cadillac, Leo met his advertising mentor, Theodore F. MacManus, whom Leo called "one of the great advertising men of all time." MacManus ran the agency that handled Cadillac's advertising. In 1918, Leo married Naomi Geddes. The couple met at a small restaurant near the Cadillac offices, where Naomi worked as a cashier. They went on to have three children: Peter, Joseph and Phoebe. During World War I, Leo joined the Navy for six months. However, his service was mostly spent at Great Lakes building a breakwater. After his time in the military, Leo returned to Cadillac for a short while. It was then when a few employees at Cadillac formed the LaFayette Motors Company - triggering Leo to move to Indianapolis to work for the new establishment.〔(【引用サイトリンク】url=http://www.top-biography.com/9129-Leo%20Burnett )〕 Soon after, Leo was offered a position at Homer McKee. He then left LaFayette and joined McKee, where Leo Burnett said of the founder, "(He) gave me my first feel of what I have come to regard as the "warm sell" as contrasted to the "hard sell" and "soft sell." This was his first agency job. After spending a decade at McKee's, and working through the stock market crash of 1929, Leo left the company. In 1930, he moved to Chicago and was hired by Erwin, Wasey & Company, where he was employed for five years. In 1935, Leo founded the Leo Burnett Company, Inc. in a suite at the Palmer House in downtown Chicago. Soon after, the operation moved to the 18th floor of the London Guarantee Building. Today, the agency has 9,000+ employees in over 85 offices globally. In December 1967, nearing the end of his career, Leo Burnett delivered his famous "When To Take My Name Off The Door" speech at the agency's annual holiday gathering.〔〔(【引用サイトリンク】url=https://www.youtube.com/watch?v=7WUxb8YB88o )〕 On June 7, 1971, Leo Burnett went to his agency, pledging to his colleagues to cut back to working only three days per week after some recent health problems had occurred. That evening, at the age of 79, he died of a heart attack at his family farm in Lake Zurich, Illinois. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Leo Burnett」の詳細全文を読む スポンサード リンク
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