The founder of the Leo Burnett Advertising Agency, headquartered in Chicago, in 1935. Founder of the ‘Chicago School’ of advertising, Burnett, brought drama to advertising through shared emotions and experiences drawn from mid-western American values. He created such famous brand icons as the Jolly Green Giant, Pillsbury Doughboy, Charlie the Tuna, and Tony the Tiger. His Marlboro campaign, a legendary, if controversial, example of advertising's power to build a global brand, ultimately became a target for legislative restrictions on tobacco industry marketing. See also advertising.