Business: Leo the Lion

He was a short, stout, balding, rumpled, plain-speaking man who viewed the world through black-rimmed bifocals and generally liked what he saw. He was, in brief, the antithesis of the popular conception of the sleek, cynical advertising man. Yet when Leo Burnett died at 79 after a heart attack last week, he was one of the ad world's giants. Along with a handful of others —Bruce Barton, Albert Lasker and Stanley Resor—Burnett was an American original who brought a distinctive viewpoint to the often imitative business of mass persuasion.

Love the Product. At his death, his Chicago-based Leo Burnett Co. was the...

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