Leo Burnett Worldwide (US)

Leo Burnett is among the world's best-known agency brands, responsible for creating what has become known as the "Chicago School" of advertising, which made a virtue of simplicity and clarity, and was most strongly defined by the use of brand mascots, fictional characters who were used to personify individual brands. Uncle Ben, the Jolly Green Giant, Tony the Tiger, the Pillsbury Dough-Boy and the Marlboro Man were all Burnett inventions. The agency capped the 1990s with a showstopping deal which combined the forces of three major agency groups. In 1999, Burnett's sealed a deal with D'Arcy parent MacManus, stealing that business from under Interpublic's nose for $1bn; then sold a 20% stake in the combined group to Japanese giant Dentsu for $400m to create one of the world's biggest marketing groups, named Bcom3. The final twist came in 2002 with capture of Bcom3 by Publicis. In 2007, Leo Burnett merged with below-the-line unit Arc Worldwide under a single management team, although it continues to use both brands. It remains one of the world's most admired creative agencies, with a reputation for witty, imaginative and emotionally resonant advertising.

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Publicis Groupe

Arc Worldwide	Atelier LB
Lapiz	Leo Burnett Business

Leo Burnett London	Kitchen Leo Burnett Norway
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