The Critical Generation

Advertising legend Leo Burnett takes a sympathetic look at the new generation - which he calls the The Critical Generation - and describes the kind of young people advertising needs.

The Critical Generation

Leo Burnett

I guess my principal qualification for being up here today on the 50th Anniversary of the 4A's is that my own experience in this business started just a half century ago.

I entered it to make money.

I was earning $18 a week as a reporter on the Peoria Journal. Obie Winters, a classmate of mine at the University of Michigan, was in Detroit making $40 a week at Packard, with privileges at the D.A.C. to boot, and thought that the automobile industry was here to stay. The upshot of it was that I got...

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