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Leo Burnett Worldwide was created in 1935 by Leo Burnett. He was born in St. Johns, Michigan, studied journalism at the University of Michigan. He worked as reporter and copyrighter in various companies until 1930. Company was opened in the period of Great Depression. May be, the first creative advertisement he made was the bowl of apples in the reception of the Leo Burnett’s office. It looks like apples did Leo’s company well-know, because apples are still one of the symbols of Leo Burnett Worldwide. Later that year Leo made a symbol for the company: hand reaching for the stars. He sad: “when you reach the stars, you may not quite get one, but you won’t come up with a handful of mud either”. 1950 is a break point in the history of the Leo Burnett’s company. That year it got two big advertising projects: Kellog’s and P&G. LB designed “Tony the Tiger” for Kellog’s Frosted Flakes. 49 years later, Tony was honored as one of the 20th century’s top 10 icons. In the 1997 Leo Burnett Worldwide changed brand to written words Leo Burnett, but in the 2002 the “new corporate identity” returned hand and the stars.
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