Tony the Tiger.

The Jolly Green Giant.

And even the Marlboro Man.

Characters all thought of and invented by someone Time Magazine named as one of the 100 most influential people of the 20th century.

They were creations of the late great Leo Burnett,  American advertising exec and the founder of his advertising agency Leo Burnett Company, Inc.

Over 50 years he worked with the biggest brands in the world at the time, including Kellog’s, Procter & Gamble, Heinz, Nestle and General Motors.

He’s also the author of one of my favourite marketing quotes:

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” -Leo Burnett

Summing up everything an effective piece of advertising should be.

Simple, fun to read copy.

With a memorable concept, offering one promise and idea.

Which looks that grab your attention and want to be looked at.

How could you make your advertising a bit more Burnett?

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