. Leo Burnett (1892-1971) Leo Burnett Co., Chicago List No. 3 of 100 Go to the Next Person of the Century Although rumpled, overweight Leo Burnett hardly embodied the "adman" image, his copy always impressed. Taught by Theodore MacManus at General Motors Corp., Burnett, a Michigan native, imbued copy with the product's "inherent drama" through warmth, shared emotions and experiences. He left Erwin, Wasey, Chicago, in '35 to open an agency that spawned a distinctive "Chicago school," i.e., sentimental ads drawn from heartland-rooted values. He created such evocative icons as the Jolly Green Giant, Pillsbury Doughboy, Charlie the Tuna and Tony the Tiger. His Marlboro campaign, a legendary example of advertising's power to build a global business, ultimately became a magnet for legislative crackdowns on tobacco marketing. All Rights Reserved © 1999 & 2005, Advertising Age Crain Communications, Inc. editor@AdAge.com .