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 ( http://www.advertisingweeknyc.com ), 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
( http://www.leoburnett.com ) is a wholly owned subsidiary of Publicis Groupe
( http://www.publicis.com ).
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 http://www.mtr.org .
SOURCE Leo Burnett USA