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Cowboys, elves, tigers and doughboys! In 1935, seasoned copywriter Leo Burnett and eight associates offered an apple to every visitor to their newly opened Chicago advertising agency. Though others in the industry scoffed at the idea of starting an advertising agency in the midst of the Great Depression, Burnett's venture paid off. This was thanks in part to the agency's ability to interact with clients in an effective, personable manner. Leo Burnett has been responsible for such memorable characters as The Marlboro Man, Tony the Tiger, the Keebler Elves, the Jolly Green Giant, and the Pillsbury Doughboy. Services offered by the firm go beyond basic advertising and public relations, to direct and event marketing, brand consultation, and market research. The world's ninth-largest advertising firm, Leo Burnett was ranked as the No. 3 agency brand (based on gross billings) for 1998 by Ad Age, the influential industry newspaper. Loss of some heavies prompts changes After the loss of key accounts like McDonald's, Miller Brewing, and United Airlines in 1997, the agency retrenched. The company restructured, and in 1999, Leo Burnett won significant new business like Heinz ketchup, Toys "R" Us, and Delta Airlines. Moreover, its newest campaigns demonstrate that the firm has not lost any of its founder's magic: the quirky Altoids campaign, for example, has helped launch sales of the previously obscure, "curiously strong" mints into orbit. Giant step forward In addition to creating its own in-house interactive unit, Burnett holds majority equity in Giant Step Productions, a digital multimedia group with clients like Microsoft, General Motors, and Energizer. The subsidiary operates as an independent company within the agency headquarters, and was named one of the Top 10 Interactive Agencies of the Year by Adweek in 1997 and 1998. Burning the competition September 1999 brought with it good news for Leo Burnett as the firm scored a $100 million Delta Airlines account. The success was especially sweet for Leo Burnett because the account had been grabbed away from rival Saatchi & Saatchi. Winning the Army contract in 2000 adds the military to Leo Burnett's impressive list of clients, which include Hallmark, Coca-Cola, Walt Disney, and Nintendo. Merger time In November 1999, The Leo Group, Leo Burnett's parent company, announced that it would merge with The MacManus Group to form an international advertising company with offices in 90 countries. The holding company, headquartered in Chicago, was temporarily called BDM. Tokyo's Dentsu Inc., the world's largest single brand agency, bought 20 percent of the new agency, making it BDM's largest shareholder. The merger was finalized by early 2000, and the company changed its name to B Com3, allegedly a derivative of the word "beacon". Each of B Com3's agency brands continue operating as independant entities, and retained their names. Rumor has it there will be a public offering soon.
Leo Burnett conducts its recruiting through the Chicago headquarters. The agency visits top colleges every year and advertises in newspapers and trade journals. The Client Service department has the most aggressive on-campus recruitment program. After a campus interview, successful candidates travel to Chicago for five or six more interviews with "some fairly senior people," notes one veteran of the recruiting process. "Then there's usually someone from the previous year's entry class to take you to lunch and give you some stress relief." Leo Burnett will also consider resumes that are not responding to a particular advertisement. However those on the creative side admit that getting hired at Capps Studio (the creative studio at the Chicago Headquarters) depends more on referrals and recruiting. Insiders report that "the interviews can be stressful, depending on your personality." But "don't worry about technical questions" advises one employee. "The key thing we look for is a passion for advertising, backed up with poise and smarts. They typically don't focus on how much specific knowledge entry-level candidates have about the industry." Interviewers "want to know how you handle real-world situations, and how you work under pressure. The rest you can learn on the job." New hires usually work out of the Chicago office, most often in the Media department, where they learn the skills crucial to Leo Burnett's business.
Be the best at Leo Burnett Leo Burnett prides itself on being as "dedicated to its employees as it is to its clients." The firm encourages employees to "cement their relationships" by participating in a "slew of company-sponsored activities," including community service projects. As one insider puts it, "The general feeling throughout the agency is one of a great big family." And, "There is a great pride and subsequent ego that applies to anyone that works here. We are the best in the world, bar none." Says another contact, "One who gets a job here will feel that pride that comes with joining the best team. You are expected to be the best. That's okay because you will be inspired to be your best as well." Lenient dress code There is no formal dress code at Leo Burnett. One employee describes his dress as "a very lenient business casual." "Of course judgement must be used in meeting with clients," but "even the EVP's wear business casual most of the time," notes another insider. One employee from the "creative side" of the agency reveals that he and his co-workers may dress "as casually as they dare -- even shorts and T-shirts are fine." Solid benefits top off compensation package Leo Burnett is "generally thought to be one of the higher-paying ad agencies and this is our intent," says a spokesperson from Human Resources. Other employees agree, but point out that salaries are "low at the entry level." Insiders across the board agree that the benefits are "the best you'll find anywhere," and include medical benefits, a 401(k) plan, adoption assistance, and profit sharing. Never mind the stress, you're going places While the agency's "high-profile campaigns" demand "long, stressful" workdays, the firm's "family-oriented" policies enable working parents to accommodate the schedule "more easily than is possible at other firms." The company offers flexible scheduling options, sick-child and elder care days as needed, a generous vacation policy, and an attractive perk for the summer months: official hours on Friday are 8:30-1:00. Burnett's policies have won the company recognition in the books The 100 Best Companies to Work for in America, and The Best Companies for Minorities. The company has also been on Working Mother magazine's "Best Companies for Working Mothers" list for nine consecutive years. Further proof of Burnett's commitment to these policies: in 1996 two VPs who work part-time were promoted to directors of major accounts. "Because of its international exposure," explains one employee, "the treatment of women and minorities is probably the best in the world." "As a woman I feel very comfortable with the company's treatment of me during my career," says another. One insider describes the agency headquarters as a "multicultural melting pot." And another notes that "opportunities exist for multilingual individuals in the Chicago headquarters (in Hispanic advertising, for example) as well as abroad."
Human Resources
Ackerley Group;Dentsu USA;Grey Advertising;Interpublic Group;Omnicom Group;Saatchi & Saatchi;True North;WPP Group;Young & Rubicam More Company Profiles For more career information, go to Vault.com ©2000, Vault.com Inc
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