The Apple That Built an Empire: Leo Burnett's Unforgettable Marketing Genius That Defied the Great Depression

When Leo Burnett opened his advertising agency in a small Chicago office on August 5, 1935, he placed a bowl of apples on the receptionist's desk. This simple act was a bold response to a reporter who mocked his decision to start an ad agency during the Great Depression, suggesting he'd soon be selling apples on the street. Instead, Burnett transformed the apple from a symbol of despair into one of hospitality, welcoming clients with a warm gesture that became a trademark of his creative approach.

By 1994, the agency had given away over 679,386 apples, but the early days were tough. Advertising was under fire from New Dealers like economist Rexford Guy Tugwell, who criticized its waste and misleading claims. Burnett believed in reform from within, guided by advice from an old-timer: "Don't try to sell manure spreaders with a Harvard accent." This emphasized the need for down-to-earth communication that resonated with Middle Americans, rather than elitist tones.

Burnett's journey began in St. Johns, Michigan, where he learned advertising basics from his father's dry goods store. He worked at a weekly newspaper, taught in a one-room school, and earned a journalism degree before diving into advertising. His diverse background made him fearless in tackling novel ideas, with a maxim: "First we get into a client’s mind, then into his checkbook."

One of his most famous campaigns was for Marlboro cigarettes. To counter the effeminate image of mentholated cigarettes, he introduced the Marlboro Man, a rugged cowboy. Despite market research warnings that there weren't enough cowboys to make it profitable, Burnett trusted his instincts. The campaign was a massive success, proving the power of emotional, image-based marketing over pure data.

Burnett wasn't always right—he initially doubted the radio appeal of ventriloquist Edgar Bergen and Charlie McCarthy, who went on to great success. But his genius lay in matching products to iconic images, like the Jolly Green Giant for Minnesota Valley Canning Co., which rebranded the company and became a beloved figure.

Internally, Burnett fostered a creative environment. Employees joked about the "Lip Protrusion Index (LPI)"—how much his lower lip stuck out when he was unhappy, signaling extra work or even dismissal. He also revolutionized workflow by removing account managers as middlemen, allowing creatives to meet clients directly. This improved understanding of emotional nuances and boosted success rates.

During World War II, Burnett applied his skills to promote scrap metal collection, helping feed steel plants with donated household items. Post-war, he led his agency to occupy 11 floors in Chicago, but as he aged, he worried about maintaining his Chicago-style advertising—honest and conscientious. In a famous 1967 speech, "When to take my name off the door," he warned against prioritizing profit over quality, threatening to "throw every apple down the elevator shafts" if standards slipped.

Leo Burnett's legacy endures through timeless campaigns and lessons in authenticity, creativity, and resilience in marketing.