This is a presentation of the history of Leo Burnett and their Mayhem Campaign for a New Media class at West Texas A&M University

1. Troy LaBrie, Ben Nabours and Laura Ness

2. Curiosity about life in all its
aspects, I think, is still the
secret of great creative people.
- Leo Burnett

3. The Mission
• “We create ideas that inspire enduring belief.”

4. Who was Leo?

5. The Business Man
• Born October 21, 1891, died June 7, 1971
• Grew up watching his dad design ads to promote
his business.
• Was a reporter in high school, wanted to work for
the New York Times.
• Later received his bachelors degree in 1914 and in
1917 and a change of heart.

6. Leo in the Ad World
• Moved to Detroit and worked as a copywriter for Cadillac
Motor Company. In 1919 he was the Advertising
Manager.
• Leo Burnett Company was founded August 5, 1935 in
Chicago, IL.
• Leo Burnett created some of the most famous advertising
campaigns such as, olly Green Giant, the Marlboro Man,
Toucan Sam, Charlie the Tuna, Morris the Cat, the
Pillsbury Doughboy, the 7up “Spot”, and Tony the Tiger.

7. How the Burnetter’s use New Media

8. Leo Burnett Brings Mayhem to
Social Media
• In 2015, Leo Burnett launched that ad to All State’s
Mayhem campaign.
• The Mayhem guy plays a social media-savvy burglar
• This campaign was apart of the Project Aware Share
campaign.

9. What was the point in
this?
• It’s to educate “consumers about sharing
safely, understanding social media privacy
settings and emphasizing the importance of
having the right home protection so that they
don’t expose themselves to theft and
burglary.”

10. Campaign Landing Page

11. Research
• http://www.thefamouspeople.com/profiles/leo-
burnett-163.php
• https://www.allstate.com/tools-and-
resources/aware-share.aspx
• http://www.adweek.com/agencyspy/leo-burnett-
brings-mayhem-to-social-media/78263
• http://leoburnett.us/chicago/