On this date in 1976, Leo Burnett (1891-1971) gave a speech to the gathered executives of his advertising agency, Leo Burnett Worldwide. In his talk, which has become known as “The When to Take My Name Off the Door Speech,” Burnett challenged his employees to never forget that advertising is not just about making a buck; it’s about the creative process:
But let me tell you when I might demand that you take my name off the door. That will be the day when you spend more time trying to make money and less time making advertising – our kind of advertising.
When you forget that the sheer fun of ad making and the lift you get out of it – the creative climate of the place – should be as important as money to the very special breed of writers and artists and business professionals who compose this company of ours – and make it tick.
When you lose that restless feeling that nothing you do is ever quite good enough.
When you lose your itch to do the job well for its sake – regardless of the client, or money, or the effort it takes. (1)
In his illustrious career, Burnett created some of the most influential characters in the history of advertising, including the Marlboro Man, Tony the Tiger, Charlie the Tuna, and the Maytag Repairman.
Burnett opened his ad agency in the middle of the Great Depression, and on the day it opened he famously put a bowl of apples in the reception area. His brash move of opening a business in the middle of the Depression caused some to say that it wouldn’t be long before he was selling those apples on the street. Instead, the company thrived, and by the end of the 1950s it was earning over 100 million dollars annually.
The book The 101 Most Influential People Who Never Lived ranks fictional characters from literature, fable, myth, and popular culture. The writers, Allan Lazar, Dan Karlan, and Jeremy Salter, got the idea to write the book after reading Michael Hart’s book The 100: A Ranking of the Most Influential Persons in History.
The fictional character ranked as the number one most influential is Leo Burnett’s creation, The Marlboro Man. The burly cowboy was the symbol of Marlboro Cigarettes beginning in 1955. By 1972, Marlboro was the top cigarette brand in the world, and by 2000 it owned a 35 percent market share of U.S. cigarette sales (2).
The following are other influential characters, each born in the imagination of a creative individual and brought to life on a page or a screen:
Captain Kirk and Mr. Spock
Today’s Challenge: Unforgettable Favorite from Fiction
What fictional characters would make your list of the most influential? What makes them so special? Write a short speech making your case for the single character that you think should receive the award for most influential. Make sure to provide enough detailed evidence to show what makes this character so important, not just to you, but to society at large. (Common Core Writing 1 – Argument)
Quotation of the Day: When you reach for the stars you may not quite get one, but you won’t come up with a handful of mud either. -Leo Burnett
2-Lazar, Allan, Dan Karlan, and Jeremy Salter. The 101 Most Influential People Who Never Lived: How Characters of Fiction, Myth, Legends, Television, and Movies Have Shaped Our Society, Changed Our Behavior, and Set the Course of History. New York: HarperCollins Publishers, 2006.
12/1 TAGS: Burnett, Leo, fictional character, Marlboro Man, speech