Leo Burnett Worldwide
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| Founded | August 5, 1935 |
|---|---|
| Founder | Leo Burnett |
| Headquarters |
Leo Burnett Building Chicago, Illinois, U.S. |
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Number of employees
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9,000+ |
| Parent | Publicis |
| Divisions | Arc Worldwide Rokkan Turner Duckworth |
| Website | www.leoburnett.com |
Leo Burnett Company, Inc., otherwise known as Leo Burnett Worldwide, Inc., is an American globally active advertising company, founded in 1935 in Chicago by Leo Burnett. Part of Publicis Groupe, Leo Burnett is one of the largest agency networks with 85 offices and 9,000+ employees.
Multinational clients include Fiat, Samsung, Procter & Gamble, Kellogg's, Altria, Coca-Cola, GM, McDonald's, Nintendo of America and Pfizer.
Hamburger giant McDonald's began operations in India in 1996. It retained Leo Burnett (India) to provide authentic Indian insights in years of study and planning to meet local conditions with special concern regarding local favorite items, religious-based food taboos and India's strong vegetarian tradition. Its hamburgers are made of lamb or chicken, not beef. It adapted local favorites into items such as McAloo Tikki, a breaded potato pancake on a bun. It divided its kitchens in the vegetarian and nonvegetarian zones making sure that food did not cross the line. Its advertising told Indians that its bright, inviting restaurants did not mean high prices. Its strategy was profits through high volume and low prices. Locally it sponsored sports programs and donations to visible charities.
The agency guided Philip Morris (now part of Altria Group) in building Marlboro into a global brand, with an emphasis on manliness as typified by the image of the Marlboro Man on the American Frontier.
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