Leo burnett, founder of the leo burnett agency in chicago, said "is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals."

Leo burnett, founder of the leo burnett agency in chicago, said inherent drama "is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals." An approach to that finding the major selling ideas that uses consumer benefits as a foundation, with an emphasis on the presenting these benefits in a theatrical way it is the inherent drama approach.