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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
Guess
Creation
Debilitating
Influence
Client
Wants
Influences
Learned
Clients
Business
Owners
Trying
Boss
Good
Advertising

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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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Regardless of the moral issue, dishonesty in advertising has proved very unprofitable
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Before you can have a share of market, you must have a share of mind.
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I am often asked how I got into the business. I didn't. The business got into me.
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What helps people, helps business.
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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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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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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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Keep it simple. Let's do the obvious thing -the common thing- but let's do it uncommonly well.
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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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A good ad which is not run never produces sales.
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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 regard a great ad as the most beautiful thing in the world.
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Friction makes sparks and sparks start creative conflagrations.
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There is no such thing as a permanent advertising success.
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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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I think a smart woman can sell the average man anything.
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Products are made in the factory, but brands are created in the mind.
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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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