The Museum of Television & Radio Presents Exhibit Recognizing Legendary Advertising

-- Leo Burnett Exhibit in Conjunction With First-Ever Advertising Week in New

York City to Run Through October 31 --

Sep 20, 2004, 01:00 ET from Leo Burnett USA

    NEW YORK, Sept. 20 /PRNewswire/ -- Many of advertising's most-loved
 campaigns and best-known brands will be showcased at The Museum of Television
 & Radio exhibit "Legendary Agency, Legendary Brands" exploring the work of ad
 agency Leo Burnett. The exhibit opens today in conjunction with Advertising
 Week in New York City ( ), a festival
 celebrating 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 that 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."
     "With this exhibit, we celebrate the creative achievements of one of the
 most storied names in advertising, as well as the entire advertising
 industry," said Stuart Brotman, president of The Museum of Television & Radio.
 "The history of Leo Burnett offers a window into the evolution of advertising
 itself over the last three-quarters of a century.  We're 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 renowned
 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 indelible parts of popular American culture.
     "Marketing innovations developed at this agency have brought businesses to
 life and created enduring consumer brands," said Leo Burnett Worldwide
 Chairman and CEO Linda Wolf. "Seven decades later, Leo Burnett's famed
 creativity and discipline live on as we continue to engage consumers and build
 brands into household names."
     Leo Burnett USA has created more of the industry's best-known brand icons
 and slogans than any other agency, according to the list of characters and
 slogans nominated for inclusion in the inaugural Madison Avenue Advertising
 Walk of Fame. The list was compiled by the American Association of Advertising
 Agencies in preparation for Advertising Week in New York City.
     "It's fitting that The Museum of Television & Radio should host this look
 back at the agency and our industry," said Leo Burnett USA CEO Tom Bernardin.
 "Burnett and other agencies aspire to create timeless brands and icons by
 finding fresh, insightful and compelling ways to connect with consumers. Since
 our founding in 1935 when print and radio were the media of choice, to the age
 of television and the proliferation of new media and technologies, we've
 evolved to tell brand stories in new ways for clients from McDonald's,
 Kellogg's and the U.S. Army."
     The "Legendary Agency, Legendary Brands" exhibit runs at the Museum
 through October 31, 2004. The Museum is located at 25 West 52nd Street.
 Admission to the exhibit is included with the Museum's suggested contribution:
 Members and Advertising Week participants free; $10.00 for adults; $8.00 for
 senior citizens and students; and $5.00 for children under fourteen. For more
 information about this exhibit, please visit: .
     About Leo Burnett USA
     Leo Burnett USA creates ideas that inspire enduring belief for many of the
 world's most valuable brands and most successful marketers, including
 McDonald's, Disney, Procter & Gamble, Marlboro, Altoids, Heinz, Kellogg,
 Nintendo and the U.S. Army. As the most awarded agency at the Effie Awards for
 three straight years, Leo Burnett USA is the "Most Effective Agency in
     Leo Burnett USA is the flagship office of Leo Burnett Worldwide, Inc., a
 global network of over 200 operating units including a variety of specialty
 marketing services and 95 full-service advertising agencies in 83 countries.
 The world's seventh largest agency network, Leo Burnett Worldwide
 ( ) is a wholly owned subsidiary of Publicis Groupe
 ( ).
     About The Museum of Television & Radio
     The Museum of Television & Radio, with locations in New York and Los
 Angeles, was founded by William S. Paley to collect and preserve television
 and radio programs and advertisements and to make them available to the
 public. Since opening in 1976, the Museum has organized exhibitions, screening
 and listening series, seminars, and education classes to showcase its
 preeminent collection of over 100,000 television and radio programs and
 advertisements and to provide a critical forum for the interpretation of these
 media and their significance in our society. Programs in the Museum's
 collection are selected for their artistic, cultural, and historic
 significance. Visit the Museum's website at .

SOURCE Leo Burnett USA