Muhammad Ali, Executive Creative Director, Leo Burnett ME“My name is Muhammad Ali, and you will announce it right there in the center of that ring.”
In 1964, the world’s most iconic athlete hollered those words LIVE on air to a stubborn announcer who insisted on calling him by his given ‘slave’ name rather than his chosen one.
For Ali, his name was a declaration of independence, a defiant stance against a government and culture that echoed nothing of his beliefs – but rather systematically oppressed, undermined and mocked those values. Ali endured threats, fines, disqualifications, abuses and humiliations of all kinds. But perhaps the most insidious of these assaults was this simple act of not saying his name.
His name was a mission statement. And the mission would re-define him, his sport, and the world… for all time.
Now, 60 or so years later, in a world of mergers, consolidations and contrived monikers, I find myself wondering: is a name worth fighting for?
When I was a young creative, I used to stand before the iconic glass cube in Dubai Media City that was and is home to Leo Burnett. I’d look up at that signature emblazoned in graphite and neon – so much urgency and purpose and human-ness. One day, I’d work here and embody that signature.
Leo Burnett (the man) was humble, earnest and very much about his work and his people. A stark contrast to the ‘Mad Men’ of his era. Leo Burnett (the agency) echoed those beliefs in ideas and ideals.
It’s as if seeing that signature or uttering that name conjured up a glue that held it (us) all together. Set a bar for us to reach for. Gave us a sense of identity, a presence in every client conference room, a stance in a sea of same-same suppliers. We were (and still are) Burnetters. The HumanKind agency.
Today, as a (much) older creative, I stand inside that iconic glass cube, looking down at that very same spot my younger self once stood. I can’t help but think about Ali and Burnett. Seemingly different in almost every way except one – their legacies. Did they know what they were creating? Did they fully grasp the impact as they endured and persevered? Did they have any idea what staying true to themselves would do? Did they ever think their names would still be worth fighting for generations later?
Yes, I get the self-indulgence of being ‘Muhammad Ali who works at Leo Burnett’ talking about Muhammad Ali and Leo Burnett. But in an industry driven by claims and catchphrases and accolades that are here today and forgotten tomorrow, I can’t help but find meaning in something more lasting, something worth looking up to in graphite and neon.
These are turbulent times in our industry. Times where names are acquired, consolidated and often squandered in attempts to appear more agile or innovative or exciting. But no matter how tempting or lucrative it may seem to give up your name, I hope that if I’m ever against the ropes (boxing wordplay) and faced with that impossible choice, I’d remember these two greats.
Shakespeare once asked, ‘What’s in a name?’
The only word that seems to ring true: Everything. And that’s something worth announcing at the centre of every ring.
By Muhammad Ali, Executive Creative Director, Leo Burnett ME
