Leo Boehner (1891-1971); Leo Boehner, the founder of Leo Boehner Advertising Company, was founded in 1935, and is now one of the top 13 advertising companies in the United States, with an annual turnover of over 10 billion US dollars and an annual turnover of about 2 billion US dollars. Leo Boehner,1891-1971Leo Boehner (189/-19765438) Leo Banner was born in. After getting my bachelor's degree, I worked as a reporter in People's News for one year. 1965438+24-year-old Leo Boehner joined Cadillac Motor Company as the editor of the company's internal publications. In collaboration with Theodore F. Macmanus, the advertising guru advocated that advertisements should resonate with consumers at that time. The "cost of leadership" he designed for Cadillac was a sensation. In order to know more about advertisements, Leo Boehner cuts out newspaper advertisements and discussion topics about advertisements every day. These days became a turning point for Leo Boehner to enter the advertising industry later. Leo Boehner's first advertising company was Homer McKee. He worked in that company for 10 years as a senior creative director. But at this time, he is not famous in American advertising. Later, I went to new york, joined Owen Huaxi Advertising Company, and was sent to Chicago as the creative vice president for five years. However, his ideas with Owen Huaxi advertising company are getting farther and farther away. Finally, he can't stand the advertising idea of "as boring as dishwashing water". He sold all his property and set up his own Leo Boehner advertising company. At the beginning of the company, there was only one customer with a turnover of $200,000. He worked hard, and after three years of hard work, he finally developed Leo Boehner into a big company. Leo Boehner Advertising Company was founded in Chicago, USA, 1935. It is the number one advertising company in the United States, with nearly 100 offices in more than 80 countries around the world and more than 10000 employees. Leo Boehner's customers include seven of the 25 most valuable brands in the world, such as McDonald's, Coca Cola, Disney, Marlboro, Kellogg's, Tampax and Nintendo. Leo Boehner (Asia Pacific) Group Company-"20065438+0 Best Advertising Company in Asia Pacific". Leo Benayo 1979 entered the China market, and its business network includes Hongkong, Guangzhou, Shanghai and Beijing. In 2000, his turnover reached1200,000 USD, ranking third among domestic and foreign advertising companies. Leo Boehner's clients in China include McDonald's, Fiat, Wyeth, Wrigley, American Standard and China Telecom. Leo Boehner was born in 1889 and spent his childhood in a small town in the United States. After graduating from high school, Leo Bona left home and went to the famous University of Michigan to study journalism. After graduation, he went to Peoria Daily near Chicago as a reporter, then went to Detroit to edit the magazine of the company, and then gradually extended to the advertising industry, and met many famous advertisers at that time and learned a lot from them. In order to make by going up one flight of stairs in his career, he came to Chicago, a famous American metropolis, to seek a new world of development. After working in a prestigious advertising company for six years,1August, 935, Leo Bona embarked on his own entrepreneurial road and set up an advertising company registered in his own name. When the leader who edited Chicago advertisements was in college, Leo Boehner wrote billboards for a department store part-time. After graduation, he worked as a reporter for Pilia Daily. Soon, he entered the advertising department of Cadillac Motor Company, and later transferred to an advertising company in Naples, India. 10 years later, he went to Irving Vasseur Company to do copywriting, and set up his own advertising company in Chicago 1935. However, it was not until he was 60 years old that his career really advanced by leaps and bounds, as if he suddenly ignited his launcher. By the time he died, that is, 20 years later, his advertising company was almost the largest in the world. He is the leader of advertising in Chicago (the word advertising school was invented by him). The following is his own story: "I grew up in Michigan. On a hot summer night, you can hear the sound of corn growing." Slowly, I moved into its core from the periphery of Chicago, and I was 40 years old when I got there. But I'm still used to my usual lifestyle. In the eyes of hometown residents, Chicago is like Rome-I yearn for it and think it is noble but ugly. To them, new york is mysterious, but Chicago is real. Everyone has an uncle Charlie or aunt Ma Puer who lives there, either in Green Allen or somewhere else. Like it or not, Chicago is part of their family, not a successful son who ran away from home. Therefore, the town where I live has a very unique feeling for Chicago. When we bumpkins come together from all corners of the corn belt (that is, the midwest of the United States), we are familiar with each other and feel at home. I think I mean, Chicago is the heart, soul, essence and core of the Midwest. Advertisers here are full of views and values on the rural plains. Anyway, I don't want to say that Chicago is better than new york, but we come from the countryside with loose limbs and broad vision, which makes our advertisements very plain for most Americans, that's all. I think our advertisers in Chicago are hardworking, and I often imagine those copywriters in Chicago spitting on their hands with pens. I like to think that the language pack in our advertisement has the flavor of Chicago and has been baptized by Lake Michigan. I think Chicago's advertisements have absorbed rich nutrients from American traditions and revived them with sharp and vivid language. When he writes "no", it is "no", which is true. I remember Will Logis saying, "A lot of people say' no' ... but they still have no food. Leo Bona's views on the creative process can be summarized in the following three words: 1. " Every product has its own dramatic story, and our first job is to explore it and make money from it. "2." When you want to pick the stars, you may not be able to pick them, but you won't grasp the mud with one hand. "3." Bury yourself in that theme, work like a madman, like, respect and obey your inspiration. "Edit this paragraph with high standards. He set very high standards for copywriters and design directors and implemented them through creative meetings. He once said that it was very uncomfortable and terrible to attend such a meeting, but in his later years, he wrote: "Great works recalling our past are rarely created in a sweet, relaxed and warm atmosphere, but under great pressure and complicated arguments. "He doesn't think innovation is good. He often quotes one of his former bosses as saying, "If you do something new just for the sake of doing something new, wake up in the morning with socks in your mouth.". "He used to let several teams compete for a case instead of assigning a team to do it from the beginning. As a result, "many people gave up and left. "There is no doubt that Leo Bona's greatest achievement is the advertisement of Marlboro cigarettes, which makes an unknown brand the largest selling cigarette in the world. This advertising campaign has been going on since he was founded. He is most interested in print media. He has never written an advertisement that needs direct response, so he never needs to put many words in his manuscript. Most of his manuscripts are like a reduced poster. He likes very rustic dialects, and he uses a folder to organize these phrases, which is marked with "corn language": "I don't use those slang words and gags regularly, but those words, phrases and synonyms can convey a very rustic, plain and cordial feeling. Sometimes, these phrases are accidentally encountered in newspapers or conversations, and I will record them in the folder immediately. These phrases may not appear in advertisements until a year later. "When he saw someone under his command using products of competitive brands, he wrote him such a note:" You all know very well that 100% of your income comes from the sales of our customers. "In my 36-year advertising career, I have always followed this principle. If we can't trust this product and use it, we can't be completely honest when advertising to others. " I admit that everyone has his unconscious rebellious independence, and no one can force anyone, but I often feel that there are better and more valuable ways to avoid or despise the products of people who pay me. "I think my feelings can be summed up in the words of the vice president of another advertising company: when he was asked why he smoked their customers' unpopular cigarettes, he said,' In my opinion, nothing is more important than the taste of bread and cream.' Leo Boehner is deeply saddened by the trend that the performance of millions of advertising companies grows faster than their service quality. Shortly before his death, he said to his subordinates, "Stick to principles. If one day I deviate from him, you can remove my name." "But let me tell you, when I ask you to take my name away from the door, it may be the day when you spend more time making money than advertising, and then you have become more interested in the size of the company than doing a good job." Edit this paragraph into the image of Marlboro cowboy, and people will not be surprised to mention Marlboro brand cigarettes. Because it is the undisputed "leader" of the world cigarette kingdom, its sales account for about a quarter of the total sales of cigarettes in the United States. It is estimated that Marlboro brand alone is worth more than $30 billion. However, many people may not know that Marlboro, which is famous and full of masculinity, is a cigarette specially produced for women. In the first thirty years. Thanks to Leo Boehner's brilliant advertising plan, Marlboro, which is at the end of its tether, turned the corner and developed step by step, becoming the most famous cigarette brand in the world. Marlboro was born in 1924 and has a history of more than 80 years. At the beginning, its manufacturer Philip Morris Company of the United States designed it as a cigarette for women to enjoy. However, after Marlboro came out, the situation was very bleak and the sales performance was always flat. Philip Morris Company in the United States had to stop producing this brand of cigarettes in the early 1940s. After the end of World War II, the helpless American Philip Morris Company had to turn to Leo Bona for help. Facing the challenge, after careful study, he found that Marlboro had many shortcomings. If fresh blood can be injected, it is not impossible to bring it back to life. At the same time, he also learned that people have a feeling that filter-tip cigarettes are more suitable for women, which is very unfavorable to Marlboro, because Marlboro has stumbled in the female cigarette market, so where is Marlboro's way out! After careful consideration, he suggested to Philip Morris Company in the United States that we should forget the pink cigarettes and use the same Marlboro brand to create a manly cigarette in the civilized world. Finally, under the careful planning of both parties, a complete scheme was formed. Marlboro keeps its original formula and puts it into publicity with a brand-new image. And decided to use cowboys as the leading role in Marlboro cigarette advertisements. 1954, a brand-new Marlboro cigarette advertisement was officially unveiled, which touched the hearts of countless Americans at once. For a time, people rushed to buy Marlboro cigarettes that they once despised in order to join the ranks of real men. In a short period of one year, the sales of Marlboro miraculously tripled and became one of the top ten cigarettes in the United States. Once when he talked about his creative way, he mentioned, "My way is to soak myself in commodities. I firmly believe that I should face the reality and do in-depth interviews with the people I want to sell him goods. I try to picture in my mind what kind of people they are-how they use this commodity and what this commodity is-although they won't tell you that much, you must find and motivate them to buy something or get interested in something. " Leo Bona Advertising Company and Philip Morris Company of the United States, which produces Marlboro, have lived in harmony for nearly 40 years, and there has never been a crisis. This cooperative relationship is so harmonious. With the close cooperation of both parties, Marlboro cigarette advertising has done a very good job. In addition, Leo Boehner has established close cooperation with many advertisers. The establishment of this relationship is not based on catering, eating and treating guests, but on completely high-quality service and unique creative advertising works. Because of this, AT&T, McDonald's and Procter & Gamble; Company G chose Leo Bona as their advertising agent. On the experience of editing this passage, Leo Bona's outstanding performance in advertising creation made him one of the first "outstanding writers" awarded by new york Copywriting Club. When talking about the success of his own advertising creation, Leo Bona believes that the key lies in paying attention to the uniqueness of the product itself. Generally speaking, all kinds of goods in the market, whether they are cakes or cars, have some specific factors at work as long as they can exist. It enables manufacturers to produce it continuously, and consumers to buy it continuously, and the responsibility of advertisers is to try their best to explore this objective thing, and at the same time show it through appropriate means to attract people's attention. There are all kinds of excellent advertisers, but the best advertisers must have the ability to combine what is known with what is credible in order to really impress people. Leo Bona's experience has important reference significance for future generations.