Campaign Clout; Burnett Lays Claim To 5 of the Top 50 Print Campaigns Honored for 1995

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Before TV, and the larger-than-life icons he brought to the screen, Leo Burnett was a print copywriter, known not only for such magazine ads as Pillsbury Big Cake, Marlboro and the Santa Fe Railroad but for the way he created them.

Only when he was certain he had a winner, would the Chicago ad man stub both his Alpha 245 big black pencil and his cigarette.

It is his print legacy that is still intact, obviously, as the agency Leo Burnett left behind accounted for five of 1995's Top 50 print campaigns which is equal to the next two agencies combined.

The Top 10 Outstanding Print Campaigns, based on 20,000 was published last week. Here are the next 40, listed in alphabetical order:

AT&T (various); Bacardi (Ammirati Puris/Lintas); Chanel (in-house); Chevrolet ( Campbell-Ewald); Chrysler Corp. (Bozell); Clairol (J. Walter Thompson USA); Clinique (in-house); Coca-Cola (Creative Artists Agency and McCann-Erickson Worldwide); Cover Girl (Grey Advertising); Dodge ( BBDO Worldwide); Estee Lauder (Bates Worldwide); Evian ( TBWA Chiat/Day); Fisher-Price (Waring & LaRosa); Gap (in-house); Gatorade (Bayer Bess Vanderwarker); Guess (in-house); Honda (Rubin Postaer & Associates); Huggies ( Ogilvy & Mather); IBM (O&M); J.C. Penney (Temerlin McClain); Jell-O ( Young & Rubicam); Kmart (Ross Roy); Levi's (Foote Cone & Belding); Lexus ( Team One); Lincoln ( Y&R); L'Oreal (McCann); Macy's (in-house); Maybelline (Gotham); McDonald's (Leo Burnett USA); Ralph Lauren (Carlson & Partners); Red Dog (BBDO/Canada); Reebok (Burnett); Saturn (Hal Riney & Partners); Sears (O&M/Y&R); Toyota ( Saatchi & Saatchi Advertising); Toys 'R Us (Wells Rich Greene BDDP); Virginia Slims (Burnett); and Wal-Mart ( Bernstein-Rein).

Biggest losers from the previous year were the diet foods, with Weight Watchers and Ultra Slim Fast both dropping out, and airlines with American and United departing.

The biggest winner was the non-liquor beverage category which gained four positions to bring its total to six.

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