New Image for Chrysler

Beetle-browed Leo Burnett, 66, chairman of Chicago's Leo Burnett Co. Inc., is a fast-moving adman who looks and acts much younger than his age. In 22 years he has expanded his agency billings from $1,000,000 to $80 million, captured the No. ID spot in domestic billing among U.S. agencies.

But Leo Burnett was not satisfied, t coveted a big auto account because "the industry hasn't been doing a very good job of selling itself to the public, and we felt a lot of new images could be built. He started a campaign of "systematic exposure," put ads in Detroit newspapers announcing his intention to get ah auto account, sent his executives up and down the industry extolling Burnett's services and facilities.

Last week Burnett landed the Chrysler corporate account, worth about half of Chrysler's current ad budget of $16.5 million (down some $10 million because of lagging Chrysler sales). Later Chrysler also announced that Burnett will handle the Chrysler export passenger-car account as well. Leo Burnett will now have the chance to show the new images needed to stop Chrysler's slide in sales.

This file is automatically generated by a robot program, so reader's discretion is required.