ASSIGNMENT

OF
ASM

ON
Leo Burnett Worldwide Ltd.

SUBMITTED TO: SUBMITTED BY:

Mrs. Raminder Sira Sandeep Singh (5803)

(Lecturer)

SCHOOL OF MANAGEMENT STUDIES

PUNJABI UNIVERSITY, PATIALA
 ABOUT THE COMPANY
Leo Burnett Worldwide is an American advertising company, created in 1935 by Leo Burnett.
The company was opened in Chicago in 1935. In 1950 the company started its two first major
advertising projects, for Kellogg’s and P&G.

In 1997 Leo Burnett Worldwide changed its logo to written words "Leo Burnett", but in 2002 the
“new corporate identity” returned to the hand and the stars.

Today, Leo Burnett Worldwide is a part of the French group Publicis. Its clients include
McDonald’s, Coca-Cola, Walt Disney, Marlboro, Maytag, Kellogg’s, Tampax, Nintendo,
Philips, Samsung, Visa, Wrigley’s, Hallmark, Allstate Insurance, Procter & Gamble and others.
It has 97 offices in 84 countries.

Burnett's Revolutionary Ads

At the time, print ads focused on words, long explanations of why a consumer should buy the
product. Burnett believed such advertising was misguided. As Fox wrote in The Mirror Makers,
"Instead of the fashionable devices of contests, premiums, sex, tricks and cleverness, he urged,
use the product itself, enhanced by good artwork, real information, recipes, and humor." Yet all
visuals did not have to be direct in Burnett's opinion. They could also work subliminally. Ewan
of Time wrote, "Visual eloquence, he was convinced, was far more persuasive, more poignant,
than labored narratives, verbose logic, or empty promises. Visuals appealed to the 'basic
emotions and primitive instincts' of consumers."

Burnett broke all the rules. For example, in the mid-1940s, it was basically taboo to depict raw
meat in advertising. To send the message home in a campaign for the American Meat Institute,
Burnett and his company put the raw, red meat against an even redder background. Such radical
images caught the consumer's eye. Still, Burnett's agency only billed about $10 million a year for
its first decade of existence. The world had yet to catch up to Burnett's ideas.

Client List Grew

By the end of World War II, Burnett's billings began to increase, more than doubling to $22
million in 1950. By 1954, they doubled again to $55 million. Burnett's success increased for a
number of reasons. He hired Richard Heath, who promoted the agency and brought in new,
bigger clients, including Kellogg, Pillsbury, Procter & Gamble, and Campbell Soup. They were
attracted by Burnett's creative ads. When television became a powerful advertising force in the
1950s, Burnett's company thrived because of its emphasis on the visual instead of market
research. Ewan of Time wrote, "Burnett forged his reputation around the idea that 'share of
market' could only be built on 'share of mind,' the capacity to stimulate consumers' basic desires
and beliefs." Television did this best in Burnett's opinion, because the product's inherent drama
could be presented via a series of memorable images. In the 1950s, Burnett and his company
developed a number of advertising icons that ended up lasting for decades. Among these were
Charlie the Tuna for Starkist Tuna, Tony the Tiger for Kellogg's Frosted Flakes, the
underemployed Maytag repairman, and the Jolly Green Giant. Like many of Burnett's icons, the
Jolly Green Giant is an image based in folklore and therefore familiar to many consumers. The
Jolly Green Giant was created for one of the company's first clients, the Minnesota Canning
Company. Eventually, the company renamed itself Green Giant because of the power of this
icon, and saw its sales dramatically increase from the $5 million figure in 1935.

Developed the Marlboro Man

One of Burnett's most famous advertising icons was the Marlboro Man. When first introduced, in
1955, filter cigarettes were considered unmanly, intended for a female consumer. By using the
manliest man-a tattooed cowboy astride a horse-filter Marlboros became viewed as a very
masculine product by consumers. Burnett changed the way filter cigarettes were marketed and
Marlboros became the best selling cigarettes on the market. By the end of the 1950s, the Leo
Burnett Company was billing over $100 million annually.

Though the company and its clients had grown exponentially, Burnett remained very involved
with his company. He headed the planning board, through which every ad had to pass. Burnett
wanted to ensure consumers focused on the product, not the ad. Though he was in charge, the
atmosphere at the agency was a true collaborative process. Burnett was a demanding boss, but
one capable of self-deprecating humor. In the 1960s, Burnett received the recognition of his
peers, as his ideas became more widespread and affected the industry as whole. In 1961, Burnett
was one of the four original inductees into the Copywriters Hall of Fame. As Fox in The Mirror
Makers wrote, "From Burnett came a tradition of gentle manners, humor, credibility, and a
disdain of research." In the 1960s, the "Chicago school" of advertising became a common phrase
to describe Burnett's ads. Some peers used it negatively, arguing that his ads were low brow and
corny. Burnett shrugged off such views, in his company motto: "When you reach for the stars,
you may not get one, but you won't come up with a handful of mud either."

MAJOR CLIENTS
 • Minnesota Valley Canning/Green Giant
• Kellogg's
• Philip Morris (Marlboro cigarettes)
• P&G
• Maytag
• Allstate
• Pillsbury
• Coca Cola
• H.J. Heinz
• Fiat
• Visa
• McDonald's
• Kraft Foods
• Hallmark Cards
• Morgan Stanley
• Diageo
• Disney
• Samsung
• Balaji Telefilms
• General Motors
• Nintendo

Organizational Chart Of Leo Burnett Worldwide

Chairman & CEO CEO Central & Eastern Europe

Thomas Bernardin JZ
 Chairman & Group CEO
Western Europe Worldwide
Account head, Fiat

Chief Creative Officer

MT

Chief Financial officer

Paul Eichelman

Chief Operating Officer

Tom Dudreck

Executive Vice President &

Chief Marketing Officer
AM

Vice President Legal

CM

Global Director Corporate

Strategy

Global Head of Human

Resources

Global Head of Public

Relations

FAMOUS AD CAMPAIGNS OF LEO BURNETT LTD.

TIDE DETERGENT: TIDE MAGTTRACTION
Credits & Description:

Type of entry: Use of Media

Category: Best Use of Magazines

Advertiser: PROCTER & GAMBLE

Product/Service: TIDE DIRT MAGNETS

Agency: LEO BURNETT INDIA Mumbai, INDIA

Results and Effectiveness:

The simple act of pulling away the stain left over 40,000 readers with smiling faces.
Post-release of the campaign, Tide’s value share grew from 8.2% to 9.1% in just a matter of 3
months.

Creative Execution:
Asked to promote the Tide Dirt Magnets property, the Tide ‘Magttraction’ magazine campaign
included some magnetised sample packs, and iron filings. The close nature of the interactivity
between the readers and their experience of pulling away the stain from the garments left them
stunned and smiling.

This simple product demonstration truly hit the right human chords by placing interactivity,
surprise and excitement at the forefront.

The campaign was channelised through instore merchandising and print execution called
‘magttraction’ to bring the dirt magnets property to life.

Objective:

The objective of this campaign is to drive Tide’s superior whiteness benefit story by
communicating a unique and extremely powerful RTB of dirt magnets.

Target Group:

Effortless cleaning is one of the key attributes that a consumer looks for in a laundry brand.
Numerous qualitative and quantitative researches done on Tier 2-3 cities in India have revealed
that the average Indian housewife juggles between many chores during her day and thus looks
for an easy and effortless solution, within her budget, for her laundry needs.

Insight:

Consumers believe that white clothes once dirtied or stained can never look new again. With this
campaign we wanted to change this very belief of the consumers by bringing to life the Tide dirt
magnets property.

The commercial titled TIDE MAGTTRACTION was done by LEO BURNETT INDIA
advertising agency for TIDE DETERGENT (Procter&Gamble company) in INDIA. It was
released in the June 2010. Business sector is Household maintenance & pet products.

HEINZ HELPING EGYPTIAN FAST FOOD RESTAURANTS

The Print Grand Prix at the Dubai Lynx Awards this year went to Leo Burnett Cairo for the
Heinz Ketchup campaign “Egyptian Hotdog”, “Egyptian Burger”, “Egyptian Pizza”. Three print
advertisements illustrate the message that Heinz has been helping Egyptian fast food restaurants
stay in business since 1992.
“The campaign that won from Cairo is taken from very deep insights that are purely Egyptian,”
said Raja Trad, the chief executive of Leo Burnett for the Middle East and North Africa.

Credits

The Heinz campaign was developed at Leo Burnett Cairo by executive creative director
Mohamed Hamdalla, creative director Hesham Ellabban, copywriters/art directors Tameem
Youness and Yahya Esmaele, art director Magd Elsherif, account director Yosr Bayoumy,
photographer Hussein Shaaban, illustrator/typographer Ahmed Hefnawy.
 BAJAJ DTSI MOTORCYCLE

Released: April 2009

Advertiser: BAJAJ AUTO

Brand name
BAJAJ DTSI MOTORCYCLES
:

Agency: LEO BURNETT INDIA

Country: INDIA

Category: Other Vehicles, Auto Products & Services

Credits & Description:

Company: LEO BURNETT INDIA, INDIA, Mumbai

Executive Creative Director: K.b. Vinod
Executive Creative Director: Ram Sampath
Creative Director: K.b. Vinod
Copywriter: K.b. Vinod
Account Manager: Arvind Krishnan/Priyaratna Suryawanshi/Anup Vishwanathan
Advertiser's Supervisor: Amit Nandi
Director: Tarsem
Producer: Avinash Shankar/Tommy Turtle
Editor: Ben Stephens, Whitehouse Post

The commercial titled BOTS was done by LEO BURNETT INDIA advertising agency for
BAJAJ DTSI MOTORCYCLES (BAJAJ AUTO company) in INDIA. It was released in the
April 2009. Business sector is Other Vehicles, Auto Products & Services.