1961, the agency created the "Dependability" campaign for the Maytag brand. The campaign featured actual consumer testimonials on the reliability of their appliances. The campaign evolved into a radio call-in show in Canada where an appliance repairman would offer advice to customers. In 1967, the 'Ol Lonely character debuted on television. Jesse White played the role of the lonely Maytag repairman until 1989 when he was replaced by actor Gordon Jump. The agency guided Philip Morris (now part of Altria Group) in building Marlboro into a global brand, with an emphasis on manliness as typified by the image of the Marlboro Man on the American Frontier. Previously the brand was "a feminine brand." Burnett created the popular brand mascot Morris the Cat for 9Lives cat food. Several dozen television commercials featuring the "finicky" eater were produced from 1969 until Burnett ended their relationship with parent company Heinz in 1994. Controversy Pokémon In the English dub of the Pokémon: The Johto Journeys episode The Whistle Stop, originally aired December 2, 2000, the character James gets partially swallowed by his Victreebel, and while struggling utters garbled dialogue consisting of the phrase "Leo Burnett and 4Kids are the Devil!" backmasked. Eric Stuart, James' English voice actor at the time, later explained that this was in protest of the companies' decision to stop compensating Pokémon voice actors for use of their audio clips in promos for the show. This scene was redubbed in home releases. North Face In 2019, Brazilian-based subsidiary Leo Burnett Tailor Made engaged in product placement on Wikipedia, in which they placed images advertising The North Face products on Wikipedia, and advertised that they had done so in a video posted on YouTube. Once this was discovered, Wikipedia volunteers removed the images, and the Wikimedia Foundation released a statement condemning Leo Burnett Tailor Made's use of Wikipedia for product placement. The North Face posted a response as a reply on Twitter, stating that they had ended the campaign and that "We believe deeply in Wikipedia’s mission and apologize for engaging in activity inconsistent with those principles." See also History of advertising References External links Advertising agencies of the United States Marketing companies established in 1935 Companies based in Chicago Publicis Groupe 1935 establishments in Illinois American subsidiaries of foreign companies 2002 mergers and acquisitions Conflict-of-interest editing on Wikipedia