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Leo Burnett s neu home,
I hicago's Prudential Building
HOW TO CREATE THE CREATIVE ATMOSPHERE
Pre-planning and ingenuity
make Burnett agency's new offices
both functional and inspirational
miiiiiiiii^
If I had a big terrace, I'd . . .
Leo Burnett, long noted for his light touch,
inserted a lin\ box in lull-page ad in the Wall Journal, noting that the agency's new space included a huge (21.770 square foot) terrace and asking for ideas on how it could he used. [mong 200 write-in suggestions:
0 Vpple orchard (Burnett's trademark is a bowl of apples) . . . idea hatcherj . . . miniature aspirin plant . . . vantage poinl for talent -pollers . . . cider press, discreetl) hidden . . . retreal for jingle writer . . . for airing grej flannel suit ... a place to serve tea
£ Shouting -pa.,-. "Put those admen and announcers on your terrace and let them shout to the wind, the sky and the lake." ... a German beei garden . . . an old fashioned little garden ... periscope sighl to find new -i.nto reach (agency's logo is a hand reaching for stars) . . . badminton or ping pong court
0 luvenile Centd t" stem tide <if jii\enilc
delinquenc) . . . test ground for wind chimes . . . outdooi pep rallies at tw ilighl for hue working people . . . fly-casting poo] . . . sun d'-rk for a sun-tan break . . . mole] foi birds
■^rogressive ad agencies, in their moves to new quarters, strive for two things: functionalism and inspiration. Leo Burnett agenc) in Chicago, expanding to keep pace with its soaring billings — now ST.") million, with 57' < in broadcast media — is the latest to stress the functionalism of a factory in order to get heightened creativity.
It's rented five and one-half floors in the new Prudential Bldg., and its move was planned a year in advance to make jobs easier, creative efforts mote productive.
The broadcast floor. 13th. is the center of the agenc\ operation. Most expensive installation in the shop, it has these features: studio with kitchen-laundrv equipment, and still and movie cameras for use as an experimental t\ lab for those wot kino on food and appliance accounts: tape recording pickup equipment, so a commercial "proof can be taped for a client: film storage libra] ; . from which a dumbwaiter carries prints to projection room (there, two projectors, 35 and 1(> mm., run on a track between two plans conference rooms); viewing theatre with seals on an incline: control room and screening room.
Other innovations: carpeting, soundproof ceilings around media estimators, to avoid excess clatter of calculators; North light for all artists: specially built trough around steno room so luilk\ t\ slor\ boards can be copied from stand-up position: wiring for closed circuit t\ : pneumatic lube >\ stem foi messages.
Personnel statistics: media. 98 people: t\ film department, 37; broadcasting, 56; art, 51; copy, 56; total, 650.
Spaciousness gives freedom of movement and thought. Pres. K. N. Heath (1) greets client Hal J. McCormick, Motor,. la adv. dir.
si'(t\S(il< • I) DECEMBER 1956