Biography Leo Bernett

One of the greatest advertisers of the 20th century Leo Bernett always knew exactly what he was striving for and what he wanted to achieve. Thanks to the spirit of creativity and perfectionism, he managed to defend the right to life to his original approach to advertising. Images affecting emotions were more important for him more important than texts that appeal to the mind.

Going to the risk of staying without a roof over his head, Bernett remained faithful to his dream and won. Childhood and first experience Leo Bernett was born in the city of St. Jones of the American state of Michigan on October 21. His father worked in his haltering store, and Leo could not stay away from the family business. He watched with interest how his father independently developed advertising: he wrote texts, invented the design of ads and signs.

Gradually, the boy joined this and also began to draw sketches and compose texts. Father, seeing the efforts of Leo, not only supported, but also began to encourage his labors. For work, the son received payment with sweets - grams of mint candies for 50 ready -made labels and price tags. Maybe he did not think then that he would devote life to advertising, but he received his first experience.

Bernett improved the skills of writing texts while studying at school. In the summer vacation, he worked as a correspondent in local newspapers. He wrote reports on city events, sporting events and about problems that excite young people. This work has already brought a small but real income. The next step in the education of Leo Bernett was the Faculty of Journalism at the University of Michigan, where he was entrusted with the position of editor of the student newspaper.

The young man paid for his studies on his own, so Bernett continued to work as a reporter. But then he wanted to leave for a big city and develop a journalistic career in a large edition. The automotive industry was on the rise, which, with the proper effort, promised the novice copywriter good prospects. Indeed, moving to Detroit became a significant step for the young man on the way to the heights of the profession.

For two years, Bernett grew up to the advertising manager. But the First World War was going on, and Leo was called to the fleet. After the war, he returned to Cadillac. However, the company by that time lost its leading position to the Ford Auto Concert. Bernett’s talents could not straighten the situation, and he was forced to change the place of work. Up to a year, Leo Bernett worked in several agencies, where he formed his approaches to advertising.

Despite the warm welcome, there was no mutual understanding in a new place. As it turned out, they categorically did not share the methods of Bernett. The problem was that Leo in his work was based not on marketing research, but on images. Not long descriptions of the goods, calls and promises, and the impact on the subconscious and emotions of the audience was the main tool for him.

If earlier the picture only complemented the text, then Bernett made a visual image of the goods with a key element of advertising. Bernett believed that the right image is much more effective than generally accepted stories about a profitable purchase and the subsequent inevitable success of the buyer. This approach was based on the creativity of the creator of advertising.

Therefore, he did not succumb to accurate description in methods, following which any advertiser can build a successful advertising campaign. Then the children grew up, and dissatisfaction from work reached the limit. It's time to follow your beliefs, not the instructions of the leadership. Bernett decided to take a chance, despite the fact that the great depression was in full swing.

The agency’s office at the Palmer House hotel was a small room in which there was a meeting table. They also put a basket with five red apples for customers. The risk was large. But Bernett’s conviction in his principles was adamant. One of the newspapers gave a forecast that in six months he would go broke and go outside to sell apples. But in response, Leo promised that from now on it would always be distributed for free!

Since then, apples have been an intra -corporate symbol of the company and are in all its offices. But at first there were contracts with only three little -known companies Green Giant, Hoover, and Realsilk Hosiery. Persistent visits to the leadership of large companies did not bring a result. But Bernett was sure of success and continued to surprise others with his hard work.

Despite the difficulties of the first years and a series of small customers, Leo gathered people who could share his beliefs into the team. He inspired creative solutions and the desire for excellence. Passing by the employee’s workplace, Bernett could easily get hooked, get a pencil from his pocket and connect to the task. Bernett was finally able to realize his ideas on a wide scale.

Red meat on a red background - such an unusual image on advertising shields called for more meat. The audience initially experienced a shock from what she saw. But in the end, this advertisement entered the textbooks as an example of creativity and success.

Leo Burnett Company has a period of stable growth. Orders flowed to the river, but Leo Bernett brought real fame an advertisement for Cigarettes Marlboro.The Tobacco company Philip Morris wanted to promote filter cigarettes and change their reputation as purely female. Berrott had the task of attracting a male audience to the product. The problem was that these cigarettes were originally created for women.

The filter reduced the harm from tobacco smoke, and the red strip on it helped to hide traces of lipstick. In addition, the name of the brand was associated with the romantic image of the English aristocrat - the Duke of Malboro Marlborough. To create an advertisement, he tried options with the image of men: a sea captain, an athlete, a military man. But the image of a harsh cowboy turned out to be the most convincing.

I must say that Philip Morris himself did not share the confidence of Bernett in the correct choice. At that time, the United States remained no more than professional cowboys. Will such an image find a response among ordinary Americans who are far from life from the submissions of the prairies? But Leo insisted on his decision. In addition, in those years, westerna gained popularity.

As a result, the image of Marlboro Man, a brutal cowboy on a horse against the backdrop of wildlife, conquered everyone. Six months later, the audience forgot about the "ladies' history of cigarettes. David Ogilvi in ​​his book “On Advertising” called this advertising campaign monument to Bernett. The inheritance of Bernett Leo Bernett died on June 7 at the age of 79.

He worked in the office, returned to the family farm in Illinois, dinner, walked, went to bed and no longer woke up. An agency with a state of more than 4 thousand people was left without its creator. At the funeral, solid people made serious speeches. But all their essence came down to one thing: "This guy had everything that turned out exactly as he wanted." The advertising corporation, bearing the name of Bernett, is now the largest in the USA.

The dream, which began with debts, a small office and three clients, has turned into an entire advertising empire. And by the way, about apples. They continue to distribute them! It takes thousands of apples, of which thousands are distributed to the central office in Chicago. Apro Studio advertising agency offers a wide range of services to promote your business. Original approaches and non -standard solutions.

External signs, email mailings, organization and events, as well as much more. We will be happy to help you!