Leo Burnett
Creative Agency NetworkHumanKind agency — ideas with purpose
About Leo Burnett
Leo Burnett is a global creative agency network built around the philosophy of HumanKind — creating ideas that are human in nature and help brands make a positive impact.
Editorial Assessment
Leo Burnett Worldwide is an iconic global advertising agency founded on August 5, 1935 in Chicago, Illinois by Leo Burnett — one of the most influential creative figures in advertising history. Burnett opened the agency during the Great Depression, famously placing a bowl of apples on the reception desk for visitors to take freely — a gesture of warmth and generosity that became symbolic of the agency's humanity-first philosophy. Leo Burnett the man was personally responsible for creating some of the most beloved advertising characters and campaigns of the 20th century: Tony the Tiger for Kellogg's Frosted Flakes, the Marlboro Man, the Maytag Repairman, the Jolly Green Giant, and United Airlines' 'Fly the Friendly Skies'. His approach — finding the 'inherent drama' in every product and presenting it with warmth and simplicity — defined a distinctly American style of creative advertising. Today Leo Burnett Worldwide operates as part of Publicis Communications, within Publicis Groupe — the world's third-largest advertising holding group. The agency has 85 offices and more than 8,000 employees worldwide. Its current operating philosophy is HumanKind — a belief that creativity, data, and technology must work together to understand and transform human behaviour, not just sell products. The HumanKind Study, released annually, examines the key challenges and concerns affecting consumers, informing campaign strategy with deep social and cultural intelligence. Leo Burnett's subsidiary divisions include Arc Worldwide (shopper and activation marketing), ROKKAN (digital innovation), and Turner Duckworth (brand design). The agency's enduring client relationships — including McDonald's, Hallmark, and Samsung — reflect the durability of its human-centric creative philosophy in a rapidly changing media landscape.
- Creator of some of advertising's most enduring characters (Tony the Tiger, Marlboro Man, Jolly Green Giant)
- HumanKind philosophy integrating creativity, data, and technology to change human behaviour
- Annual HumanKind Study providing deep consumer cultural intelligence
- Specialist subsidiaries: Arc Worldwide (shopper), ROKKAN (digital), Turner Duckworth (design)
- 85 offices and 8,000+ employees within Publicis Groupe's global network
- Heritage brand identity can sometimes be perceived as less edgy than newer creative networks
- Publicis holding group structure means clients may be directed towards other group entities
- Premium pricing puts the agency beyond the reach of SMBs and mid-market brands
- Chicago headquarters heritage may not resonate as strongly in markets outside the Americas
Best For
Not Ideal For
Platforms
Products & Tools
Leo Burnett's flagship creative advertising service grounded in the HumanKind philosophy — integrated brand campaigns across all channels that use creativity, data, and cultural intelligence to change consumer behaviour and build enduring brand love.
Arc Worldwide is Leo Burnett's specialist shopper, promotion, and activation marketing agency, helping brands win at retail and digital commerce through shopper insights, in-store activations, loyalty programmes, and connected commerce strategies.
Sources & Verification
- Leo Burnett Official WebsiteOfficial Website
- Leo Burnett Worldwide – WikipediaReference
Last reviewed September 2026
Related Companies
Tags
Looking for agencies that work with Leo Burnett?
Browse verified agencies on GoContento that specialise in this platform.
Find Agencies