Leo Burnett Quotes


35 Leo Burnett quotes:



"Good advertising does not just circulate information. It penetrates the public mind with desires and belief."
"The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line."
"Let's gear our advertising to sell goods, but let's recognize also that advertising has a broad social responsibility."
"A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'."
"I have learned that you can't have good advertising without a good client, that you can't keep a good client without good advertising, and no client will ever buy better advertising than he understands or has an appetite for."
"Regardless of the moral issue, dishonesty in advertising has proved very unprofitable."
"Plan the sale when you plan the ad."
"The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself."
"I have learned that it is far easier to write a speech about good advertising than it is to write a good ad."
"The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders."
"Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'"
"There is no such thing as a permanent advertising success."
"The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships."
"If you are writing about baloney, don't try and make it Cornish hen, because that's the worst kind of baloney there is. Just make it darn good baloney."
"Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink."
"When you reach for the stars, you may not quite get them, but you won't."
"I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one."
"I have learned to respect ideas, wherever they come from. Often they come from clients. Account executives often have big creative ideas, regardless of what some writers think."
"Whether or not the standard of living made possible by mass production and in turn by mass circulation, is supported by and filled with the work of us hucksters, I guess is something that only history can decide."
"If you don't get noticed, you don't have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks."



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