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I have learned that trying to guess what the boss or the client wants is the most debilitating of all influences in the creation of good advertising.

Leo Burnett

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Leo Burnett
Age: 79 †
Born: 1891
Born: October 21
Died: 1971
Died: June 7
Advertising Executive
Advertising Person
Businessperson
Journalist
Saint Johns
Michigan
Learned
Clients
Business
Owners
Trying
Boss
Good
Advertising
Guess
Creation
Debilitating
Influence
Client
Wants
Influences

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A company in which anyone is afraid to speak up, to differ, to be daring and original, is closing the coffin door on itself.
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Fun without sell gets nowhere, but sell without fun tends to become obnoxious.
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We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'
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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.
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Creative ideas flourish best in a shop which preserves some spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in business.
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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.
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What helps people, helps business.
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If you can't turn yourself into your customer, you probably shouldn't be in the ad writing bsuiness at all.
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Regardless of the moral issue, dishonesty in advertising has proved very unprofitable
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Keep it simple. Let's do the obvious thing -the common thing- but let's do it uncommonly well.
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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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Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.
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Steep yourself in your subject, work like hell, and love, honor and obey your hunches.
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I regard a great ad as the most beautiful thing in the world.
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Rarely have I seen any really great advertising created without a certain amount of confusion, throw-aways, bent noses, irritation and downright cursedness.
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I think a smart woman can sell the average man anything.
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Let's gear our advertising to sell goods, but let's recognize also that advertising has a broad social responsibility.
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Friction makes sparks and sparks start creative conflagrations.
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Good advertising should give the reader essential facts about the product or company advertised and should do so engagingly without trickery or hogwash.
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I believe that superior creative work always has been, is, and always will be the hub of the wheel in any successful agency
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