100 Weeks of Leo Burnett, the Midwestern Master of Mascots WEEK 34

Here’s this week’s Leo:

Collective solutions to problems start with individual human beings and individual efforts.” — Leo Burnett

In The Art of Writing Advertising | Conversations with Masters of the Craft, AdAge Interviewer Denis Higgins talks to Leo Burnett:

Q: You still do a lot of writing at the shop?

A: Well, not a great deal — not a great deal that appears in finished form in advertising. I do a great deal of guiding. I write a lot of briefing memos, listing a lot of thought-starting ideas to provoke and stimulate others around the place.

We’re going through that process right now on Gallo wine. We had a meeting yesterday of 30 or 40 of us all afternoon — a briefing session on wine, looking at everything that had been done and all the background, the research we had all boiled down. Out of that I’m going to take this weekend to write a memo to all of our creative section. We are going to stir up the creative juices of the whole place, you see, to be brought to bear on it. We often do that when a special problem comes along. When something new comes along, everybody like to get into the act, and we give them all an opportunity, regardless of who has the final responsibility for it.

Continue to Week 35